Diamond Miners Form Generic Promotion Group

At the same time that De Beers has decided to resurrect “A Diamond Is Forever,” another old idea is coming back: that diamonds should be promoted as a generic product.Seven leading miners—Rio Tinto, De Beers, Dominion Diamond Corp., Petra Diamonds, Gem Diamonds, Alrosa, and Lucara Diamond Corp.—are forming the Diamond Producers Association (DPA), a new group that will, among other things, take on the old De Beers mantle of promoting the diamond category. It is an idea whose time has come, organizers say.“We are one of the few commodity sectors that doesn’t have a producer association,” says Rio Tinto Diamonds head Jean-Marc Lieberherr. “Tin, nickel, even milk have associations. Because of the structure of the industry and because of the past role of De Beers, the industry has not matured. We are becoming a more normal industry, and the fact that this group is coming

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