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Dominion Diamond Revitalizes CanadaMark Hallmark Program

May 20, 2014 7:38 AM   By Jeff Miller
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RAPAPORT... Dominion Diamond Corporation has revitalized its CanadaMark™ diamond hallmark program, which tracks each stage of the diamond's journey. Through an independently audited process, the CanadaMark diamond hallmark provides assurance that a polished diamond originated in Canada, was cut from rough that was responsibly mined in the Northwest Territories, and is natural and untreated.

Dominion Diamond added that consumers are more interested than ever before in confirmation that the origin of their purchase was responsible and ethical. To serve this need, Dominion created an action plan that it believes will significantly raise the CanadaMark profile and increase marketing activity to the diamond trade over the next two years with the aim of establishing the brand as a premier diamond hallmark.

Each CanadaMark diamond is laser-inscribed with the CanadaMark logo, a unique serial number and is accompanied by a CanadaMark diamond certificate card. The unique serial number can be verified on the CanadaMark website.

An electronic business-to-business trading platform is also under construction to provide a way for diamond jewelry wholesalers and retailers to source CanadaMark polished diamonds.

Robert Gannicott, the chairman of Dominion, said,  “The CanadaMark program provides assurance that a CanadaMark diamond was mined in Canada and in a responsible manner. 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.”

Jim Pounds, the president of Dominion, added, “Our research shows Canada ranks at the top of consumer choices in terms of the origin and integrity of a diamond. Our initial discussions with major jewelry retailers have convinced us that this is exactly the right time to be revitalizing the CanadaMark program. They have clearly indicated that the opportunity to sell jewelry containing Canadian diamonds of assured integrity is something their customers would value. I urge players in the diamond industry to seize this opportunity.”

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Tags: branding, CanadaMark, diamonds, environment, ethical, Jeff Miller, mining, social responsibility
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