The Diamond Empowerment Fund has changed its business name to Diamonds Do Good, and it has adopted a new logo (pictured).

The group said in a statement that it was “seizing on the simplicity, significance and resonance” of the Diamonds Do Good tagline, which it trademarked 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,” the group said in the same statement.

Its annual dinner at the JCK Las Vegas show will also bear this new name.

Diamonds Do Good vice president and executive director Nancy Orem Lyman tells JCK that the evolution of the name, logo, and annual JCK Las Vegas dinner is “the start of a more direct campaign aimed at the industry to show that telling the good stories behind diamonds will help them sell more natural diamonds.”

Founded by activists Russell Simmons and Dr. Benjamin Chavis following a trip they made to Africa in 2007, the 12-year-old group aims to support initiatives that develop and empower people in diamond-producing countries and in countries where the diamond industry does business.

Last year, the group formerly known as the Diamond Empowerment Fund received a grant from the JCK Industry Fund for a “positive messaging campaign that will continue to connect the millennial consumer to the stories behind diamonds by experiencing and contributing to the real diamond/real impact narrative.”

At last year’s dinner at the JCK Las Vegas show, the organization honored Russian diamond miner Alrosa with its Diamonds Do Good Community Stewardship Award and the Luxury Jewelers Resource Group with its Diamonds Do Good Community Building Award.

The organization’s next annual dinner is slated for June 1, 2020, in the Palazzo Ballroom at the Venetian resort in Las Vegas.

(Image courtesy of Diamonds Do Good)

Rob Bates

JCK News Director