Diamond with a Story Home About Mine of Origin Diavik Mine Mark The Retail Program Register

All participating retailers will be provided with a customized Diavik Confidence Kit that tells the story of each Diavik diamond. There are three progressive layers to the materials provided:

• The Diavik Confidence Kit
  The Diamond with a Story book and customized certificate of authenticity.

• Retail promotional support
  Brochures, counter display with certificate and a multimedia DVD for in-store display.

• Consumer marketing
  All of these programs are supported by Rio Tinto Diamonds with advertising templates and an ongoing public relations program.

The Diavik Confidence Kit

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The Diavik Confidence Kit is presented to the consumer with every certified diamond. Each certificate is custom printed using state-of-the-art digital printing technology. Data on each diamond, including the diamantaire name, date mined, size of original rough, polished date and location is uploaded to a dedicated web site by the diamantaire. Diamond kits are then printed and shipped within 4–5 days either to the diamantaire or directly to the retailer.

1. The Diavik Diamond with a story book tells the spectacular story of the Diavik Diamond Mine, tracing the path of the diamond from the mine to the consumer.
2. A unique diamond certificate presents the size of the original rough, a unique ID number and is signed by directors of the mine and Rio Tinto Diamonds.
3. The Retailer Complement Card is provided to regular customers who purchase diamonds monthly.
4. A branded Diavik diamond label presents the Diavik Mine Mark and the 4C’s, and is placed on each book and diamond kit
5. The Venus Grading Report (VGR) provides confidence and transparency to customers by incorporating 17 grading attributes for ultimate accuracy.

Retail promotional support

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All participating retailers are provided with a counter display that features both the brochures and the Certificate of Authenticity. A DVD multimedia presentation of the Diamond with a story is also available for in-store promotional purposes.

1. A countertop display features the mine certificate and holds the brochures. Past experience has indicated that the certificate is one of the most compelling and differentiated selling attributes of the program.
2. Rio Tinto Diamonds will provide a regular supply of brochures for in-store distribution that introduce the Diamond with a Story theme, and reference the book and certificate that will be presented to each customer.
3. A multimedia DVD consisting of scrolling images that bring the Diamond with a story alive with spectacular images of the Diavik Mine, will be distributed to each participating retailer.

Consumer marketing

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Rio Tinto Diamonds will provide training tools for use by trainers and sales associates.

1. A flipbook with key features and benefits of the Mine of origin program can be used as a tool to train sales associates as well as a countertop presentation to help sales associates close the sale with the consumer.
2. A DVD presentation of the story will also be available for training seminars.
3. Advertising templates are available for local placements.

Public Relations
Rio Tinto Diamonds will consider public relations opportunities on a case-by-case basis.