What major change occurred at De Beers in 1999 regarding its organizational structure?

In 1999, De Beers made a significant organizational change by renaming its Consolidated Diamond Producers (CSD) to the Diamond Trading Company (DTC). This rebranding was more than just a change in name; it represented a shift in strategy towards streamlining the distribution of diamonds and enhancing their marketing efforts globally. The DTC aimed to better position itself within the diamond industry by focusing on the branding and marketing of diamonds, thus creating more direct communication with stakeholders and consumers. This move marked an important step in adapting to the evolving market dynamics and the competitive landscape of the diamond industry at that time.