DEF Rebrands as Diamonds Do Good

RAPAPORT... The Diamond Empowerment Fund has changed its name to Diamonds Do Good to simplify its identity within the industryand resonate more with consumers. The move, announced last week, is designed to align theorganization's branding in the trade with the way it is already recognized by thepublic. "We refer to ourselves as Diamonds Do Good to consumers," vice president and executive director Nancy Orem-Lyman told Rapaport News Monday. "Weare now making the transition to the industry as well,"   The organization, which was established in 2007, has beenusing the Diamonds Do Good tagline since 2014 to emphasize the social impact ofits programs, which help develop diamond communities and empower local citizensin those areas. The group also promotes positive stories to consumers using theDiamonds Do Good moniker. Image: Rough diamonds. (De Beers)