At Press Time
The Smallest of Signatures
De Beers launches a pilot plan to inscribe its name and ID numbers
on diamonds. The purpose is market research
Branding takes on double meaning with De Beers' new marketing initiative
to promote consumer recognition. De Beers will research the effectiveness
of brand names on consumer confidence and recognition by inscribing its
name and identification numbers on diamond tables.
The pilot program begins in the United Kingdom this year.
The inscriptions will be undetectable by sight and with jewelers' loupes.
However, De Beers will distribute a special patented "reader device"
to spot them. Research by the GIA Gem Trade Lab and HRD, the lab of the
Diamond High Council in Antwerp, Belgium, has determined the inscriptions
will not alter the grade of the diamonds.
The initial measures are simply marketing research, however. "This
is a very early pilot stage and, as a result, will be unlikely to impact
the retail market for several years to come," says Robin Walker of
the marketing liaison department for De Beers.
by Stacey King Copyright © 1998 by Bond Communications.