Tag Archives: CanadaMark

Crystal clear: What does diamond branding really say?

There’s a lot to say about the power of branding. The Polar Bear Diamond was among the first wave of branded diamonds. De Beers had just discontinued its Diamond Promotion Service (DPS), so the timing was opportune. The Polar Bear brand relied on Canadian origin as its primary differentiator; juxtaposing Canada’s pristine image to  that of blood  and conflict in Africa. The idea of branding a diamond, from the very beginning, is founded in the promotion of one diamond at the expense of others.

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CanadaMark teams up with Brilliant Earth

Dominion Diamond’s CanadaMark is collaborating with Brilliant Earth on an exclusive collection of bridal and fine jewellery. Launched earlier this month, ‘Signature Collection Featuring CanadaMark’ comprises engagement rings, wedding bands, diamond studs, and bracelets featuring Canadian diamonds cut to Hearts and Arrows.

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