Perth: Rio Tinto launched an online portal for its “Diamonds with a Story” initiative, featuring information that is meant to help manufacturers, designers and retailers stay on top of marketplace trends.

The portal, www.diamondswithastory.com, provides information and videos on consumer insights, design inspiration and products and marketing. Users may also view and search through Rio Tinto’s supplier network.

The mission behind Diamonds with a Story is to emphasize an emotional connection to diamonds over commoditization, while supporting Rio Tinto’s clients with inspiring collections and sales tools that excite consumers about diamond fashion jewelry.