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DEF Rebrands as Diamonds Do Good

Consumers already recognized organization by this tagline.
Dec 10, 2019 5:11 AM   By Rapaport News
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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)
Tags: DEF, Diamond Empowerment Fund, Diamonds Do Good, Nancy Orem-Lyman, Rapaport News
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