Tag Archives: Canadian diamonds

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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Gahcho Kué mine opens

The Gahcho Kué mine—one of the 10 largest diamond mines in the world—will formally open today. The mine sits about 280 kilometres northeast of Yellowknife and is only 80 kilometres southeast of De Beer’s recently closed Snap Lake diamond mine.

The mine, which is co-owned by De Beers Canada (51 per cent) and Mountain Province Diamonds (49 per cent), is estimated to provide a $6.7 billion boost to the Canadian economy over its anticipated … Continue reading Gahcho Kué mine opens

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