The Diamond Empowerment Fund is rebranding as Diamonds Do Good, with a new logo (seen above) and a reimagined event in Las Vegas.
New York—The Diamond Empowerment Fund, the charity started in 2007 to give back to people in diamond-producing countries, has changed its name to Diamonds Do Good.

The nonprofit organization also has redesigned its logo and will be “reimagining” its annual gala that’s held in Las Vegas right before the JCK show opens. Next year, that event is scheduled to take place on Monday, June 1.

The shift from DEF to Diamonds Do Good, a phrase DEF trademarked and launched a consumer-facing website for in 2014, is in keeping with the organization’s evolution in recent years.

It went from simply supporting people in communities where the stones are mined, cut, polished and sold to actually telling the stories of how diamonds positively impact their lives.

The rebranding also comes at a time when the natural diamond industry needs to highlight the positive impact its stones have in order to complete with lab-grown diamonds.

In a press release, Diamonds Do Good, or DDG, said the stories it’s shared on have “resonated with consumers and the trade alike.”

It said consumers have a more positive image of the natural diamond industry, and are more interested in purchasing a natural diamond after reading the stories about how they impact communities and people worldwide.

Members of the trade, meanwhile, tend to use “do good” in connection with sustainability programs, and use #diamondsdogood in social media posts.

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