By Tamera Adams

De Beers' Chief Executive Gareth Penny talked to The Wall Street Journal about the South African-based company's efforts to polish its tarnished image and expand its retail business.

By helping to introduce the Kimberley Process to governments around the world, implementing Black Economic Empowerment programs and heavily investing in African economies, can the jeweler shrouded in the conflict-diamond controversy change public opinion?

I can't speak for consumers in markets outside the United States, but American's have often been criticized for having short-term memory and an attention deficit.

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