Advertising agency Pubmarket! created four separate storylines for the ‘Diamonds with a StoryTM’ platform commissioned by Rio Tinto Diamonds. The storytelling approach is a welcome shift from the purely product-driven marketing strategy common in the diamond industry. The four stories were integrated into four unique books featuring handmade covers, scented paper and professional but unusual photography. The stories were then validated by leading designers in the diamond industry and supported by customised point-of-sale material for retailers.