De Beers and Trade Still Split on Branding The first formal meeting between representatives of the world diamond industry and De Beers on the issue of diamond branding was cordial enough, but it changed no minds. Eli Haas, chairman of the World Federation of Diamond Bourses/International Diamond Manufacturers Association branding committee, says the diamond industry continues to have “serious reservations” over De Beers’ plans to brand diamond jewelry with its logo. His committee reported these concerns to a group of De Beers executives headed by vice chaiman Gary Ralfe at a January meeting in London. Ralfe updated the WFDB delegation on the trials under way at the British retail chain Boodle & Dunthorne. But he stressed that the test results were still preliminary and that De Beers has made no plans beyond the retail tests. The paucity of information likely increased the

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