At Press Time

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

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