De Beers LV Trademark Ltd. v. DeBeers Diamond Syndicate Inc.

OPINION

COTE, District Judge.

This case involves a dispute over the rights to use the name DE BEERS in connection with gemstones, jewelry, and other luxury goods in the United States market. DE BEERS, of course, is one of the most famous brands in the world and — in the minds of American consumers, who were exposed to the “A Diamond Is Forever” advertising campaign featuring the name DE BEERS — is inextricably linked to diamonds. Oddly, however, the entities that made DE BEERS so famous are not parties to this litigation. Indeed, for reasons discussed below, very little evidence has been…