The International Diamond Board (IDB) recently took shape, and will play the role of a central body for genetic diamond promotion. The scope of IDB addresses the need to increase and maintain consumer confidence through generic diamond strategic marketing. %% The concept of IDB originated at the 2008 St Petersburg Forum by an industry working group, consisting of De Beers, ALROSA, Rio Tinto, BHP Billiton and Harry Winston Diamond Corp as the group’s steering committee. %% The IDB will be formally incorporated in Britain. Its working group is currently preparing to formalise the organisation, and to appoint a chief executive officer (CEO). During the next year, the IDB will launch its programme focusing on public relations, building consumer confidence, and leveraging the organisation. It is seeking support from all companies and ventures involved in the diamond value chain.