Why was the decision to rebrand Diamond Producers Association happen now?
The world was changing even before Coronavirus, fairly dramatically. I started my role back in December 2019. We were already two or three months into this strategy and positioning before Coronavirus. But obviously, the impact of Coronavirus has both accentuated and accelerated in terms of what we were doing. So why did we want to do it? A number of reasons. First of all, we wanted to speak to a younger audience in the major markets in the world, particularly in the U.S.
