Dominion Diamond Corp. is relaunching its CanadaMark brand at JCK Las Vegas and banking on consumers’ growing interest in origin and Canadian diamonds to sustain it.
“Our research shows Canada ranks at the top of consumer choices in terms of the origin and integrity of a diamond,” said Jim Pounds, president of Dominion Diamond Marketing Corp. “Our initial discussions with major jewellery retailers have convinced us this is exactly the right time to be revitalizing the CanadaMark program. They have clearly indicated the opportunity to sell jewellery containing Canadian diamonds of assured integrity is something their customers would value.”
CanadaMark diamonds are independently audited to be of Canadian origin, cut from rough that was responsibly mined in the Northwest Territories, and tracked at every stage from country of origin to polished stone. Every CanadaMark diamond is laser-inscribed with the CanadaMark logo and a unique serial number. It is also accompanied by a CanadaMark diamond certificate card. The serial number can be verified on the CanadaMark website.
“The CanadaMark program provides assurance that a CanadaMark diamond was mined in Canada and in a responsible manner,” said Dominion chair and chief executive officer (CEO) Robert Gannicott.
“We are Canada’s leading diamond mining company with interests in two world-class diamond mines in Canada’s Northwest Territories. The CanadaMark program represents the company’s commitment to category marketing of Canadian diamonds. Through this program, the company aims to highlight the long-term environmental stewardship and social responsibility of the Canadian diamond mining industry, which ultimately will help achieve the highest prices for the company’s diamond production.”
Dominion is also working on an online business-to-business trading platform, allowing diamond jewellery wholesalers and retailers to easily source CanadaMark polished diamonds held by approved manufacturers.
