De Beers' Sightholders can now Identify its diamonds as DTC; a New DTC Website underway with ...

In a sudden move earlier this month, the De Beers Group has decided to allow its sightholders to identify the source of its diamonds as DTC Diamonds DTC or Diamond Trading Co used to be an old sales and marketing arm of De Beers; the entity was shut down a few years ago as De Beers decided to keep everything under the name De Beers itself Sometime in February or March, the DTC website will be fully functional and will have all the information regarding De Beers' mines, diamonds, their statistics and so on.

DW: Why the sudden move, of allowing sight holders to identify diamond purchases from De Beers as DTC? 
 Prager: De Beers Group has a long been a leader in the industry when it comes to issues of responsibility and transparency DW: Why has De Beers chosen to use its old name DTC instead of De Beers itself when it comes to citing the source of its diamonds? First, we have a responsibility to avoid any consumer confusion as we already market and sell diamonds at the retail level using the De Beers brand via De Beers Jewellers and Forevermark.

Beyond the use of the DTC name providing confirmation that diamonds have come from a reputable corporate source, we will also develop online reference content to ensure full visibility of the responsible approach of the mines from which we source our diamonds. . Source