The Diamond Empowerment Fund (DEF) announced last week that it was evolving its business name to Diamonds Do Good® so as to benefit from the “simplicity, significance and resonance” of the tagline it developed for certain specific initiatives undertaken over the years.

The organisation said that it had already reimagined its logo and planned to do the same to its signature Las Vegas event held on the eve of the opening of the JCK Show.

Inspired by Nelson Mandela, the Diamond Empowerment Fund which began in 2007, has, as part of its mission over the past 12+ years, supported programmes that develop and empower people in diamond communities around the world.

Over the last few years, it expanded this effort to exemplify and tell the stories of the good that natural diamonds do for people in the communities where they’re mined, cut, polished, and sold. Those stories have resonated with consumers and the trade alike: consumers have a better image of the natural diamond industry, and are more interested in purchasing a natural diamond after reading the ‘do good’ stories hosted on diamondsdogood.com, DEF said.

Likewise, it added, members of the industry now identify their own sustainability programmes under the ‘do good’ banner and use #diamondsdogood in their social media outreach, further building on the message and ensuring that diamonds continue to be a source of sustained economic development around the world.

The DEF said that having created and trademarked the Diamonds Do Good® name in 2014, the organization will now identify itself under this moniker moving forward, and has rebranded itself with a fresh, new look to mark this evolution.  It will be celebrated at DDG’s signature event to be held on June 1 in Las Vegas, as a reimagined evening and experience that draws the industry’s top global leaders.