De Beers Retail Unit Drops 'Diamond' from Name

RAPAPORT... De Beers has renamed its retail chain De Beers Jewellers "toreflect the public brand identity already in use," a company spokespersonconfirmed to Rapaport News Wednesday. The London-headquartered retailer announced the change in a filinglast week with Companies House, a UK government agency holding information onbusinesses. De Beers bought out the brand, formerly known as De Beers DiamondJewellers, in March 2017, having previously owned 50% of it in a joint venture withLVMH Mo?<