This article examines the effects that GI (geographic indication) brands may have on the commodity producers who employ this marketing strategy. By analyzing the case of jewelry production in Valenza, Italy, and the creation of the DV brand, it demonstrates that GIs tend to impose new forms of production over the local milieu. Although based on a rhetoric about the maintenance of traditional practices, GIs enforce a techno-scientific approach over a techne-oriented understanding on the local level. Echoing Foucault's idea of disciplinary power, GIs and their regulation bodies thus become agents of a transformation of the local community and local production practice. This case suggests that these transformations of locale, which result in tension among market standards, brand regulation, and production due to the rhetoric of 'authenticity', should be reconsidered.