De Beers Wins Battle for Its Name

De Beers LV, the retail chain, can stop a New York diamond dealer from selling diamonds under the name “De Beers” on the Internet, a judge ruled recently. New York diamond dealer Marvin Rosenblatt incorporated the name “DeBeers Diamond Syndicate” in 1981, and eventually let the trademark lapse. In the meantime, De Beers also registered the name, but only had use of it for the general category of “luxury goods.” Rosenblatt soon snagged use of it for the more specific category of “diamonds.” In 2002, court papers say, he applied for and obtained 35 Internet domain names, including variations of the name “De Beers,” such as “debeersdiamonds.biz” and “debeersdiamondswholesale.biz.” De Beers sued, and after company employees—including De Beers veterans S. Lynn Diamond and Joan Parker—testified to its long-standing use of the name, a judge ruled that Rosenbl
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