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 asso
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