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 industry
and resonate more with consumers.



The move, announced last week, is designed to align the
organization’s branding in the trade with the way it is already recognized by the
public.


“We refer to ourselves as Diamonds Do Good to consumers,” vice president and executive director Nancy Orem-Lyman told Rapaport News Monday. “We
are now making the transition to the industry as well,”  


The organization, which was established in 2007, has been
using the Diamonds Do Good tagline since 2014 to emphasize the social impact of
its programs, which help develop diamond communities and empower local citizens
in those areas. The group also promotes positive stories to consumers using the
Diamonds Do Good moniker.


Image: The DEF’s Nancy Orem Lyman visits beneficiary Graça Machel Trust’s “Getting Youth Back to school” program in the diamond-producing country of Tanzania. (Diamonds Do Good)