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De Beers' New Name.(website holders are being asked to use the name Diamond Trading Company)
After an embarrassing episode in which sightholder R. Steinmetz appropriated De Beers' name in advertising for its Web site, De Beers is now forbidding sightholders to use its name without its permission.
Instead, sightholders are being asked to use the name "Diamond Trading Company." "We are reserving the brand name of De Beers and …
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