The International Institute of Diamond Grading and Research (IIDGR) has changed its name to De Beers Group Industry Services to enable consumers to clearly identify it as part of the De Beers group.
“[The rebranding] will make things clearer and simpler for customers, and [will] make the business’s position as part of De Beers Group more obvious,” David Johnson, head of strategic communications for De Beers, told Rapaport News Tuesday. The move will strengthen consumer confidence in the education and grading operation, he added.
In an effort to build a coherent brand across all its operations, De Beers has been rebranding the various arms of its business since 2014, capitalizing on the strength of its name, the company said. Other businesses, including its Diamond Trading Company (DTC), auction operations and jewelry sales, have already been renamed.
In addition to natural-diamond grading and verification, De Beers Group Industry Services also provides synthetic-diamond-detection equipment developed by De Beers Group Technology, and operates from De Beers Group Institute of Diamonds, through which it offers a range of expert courses relating to diamond education.
Image: IIDGR grading reports. (IIDGR)