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Canadian Jeweller

Pat Thompson of Diamond Design, a retailer in St. John's, Nfld., conducted a Canadian diamond cutting demonstration in his store last fall that was a hit with local students and customers alike. The appearance of cutter Chad Snider of Arslanian Cutting Works in Yellowknife was sponsored by Canadia/Backes & Strauss Canada, Toronto.

"I had a class of high school kids in each morning (four classes in all)" says Thompson. "We bussed them over to the store along with their teachers. I gave each class a talk on the Canadian diamond industry and had my gemologist, Cary James, speak about the physics of light refraction. Then we had Chad give them a hands-on look at the cutting process. Several of the kids tried it themselves. They had a blast!"

In addition, the store invited clients and the general public to visit. Thompson reports that the public relations effort was a huge success. "Two television stations and the main newspaper did a feature story on the demo."

Several school children and Pat Thompson take diamond-cutting lessons from Chad Snider of Arslanian.

A gemcutter from Sirius Diamonds is one of the props in Nash's 22- stop diamond tour.

From left: Moshe Segalovich, Brian McMurray, Basal Diamonds; Mary Crowley; Shay Basal, Basal Diamonds.

Nash Jewellers in London, Ont., promotes Canadian diamonds on a regular basis. Recently the retailer sponsored a Canadian diamond- themed fundraiser for the London Central Library. The store's staff presented a slide show and lecture about the history of the Canadian diamond, and a gemcutter from Sirius Diamonds conducted a polishing demonstration. The event attracted about 200 guests, who paid $100 each to attend. Nash has presented his lecture about Canadian diamonds to a total of 22 service clubs in London, and credits the effort with resurrecting the diamond business in his downtown store (London's downtown retailers have seen a 14-year decline in favor of stores in malls and suburbs). Nash says Canadian diamonds, specifically the Sirius Polar Bear brand, now account for 60% of his loose diamond sales at the company's second, mall location. "Young people ask for Canadian diamonds before they ask about price," he comments.

Crowley's Jewellers in Edmonton undertook a similar promotion last spring, inviting a diamond cutter from Arslanian Cutting Works, owned by Basal Diamonds, in Yellowknife. The store held a "New York- style cocktail party," according to owner Mary Crowley, with glitz and champagne, a spectacular ice sculpture in the shape of a rough diamond and a selection of rough Canadian diamonds on display - in addition to a $1-million worth of Polar Ice Canadian diamonds for sale. The cutting demonstration and diamonds were on display for the public throughout the weekend.

"In the 17 years I have had this business, this is the first time I have ever seen a rough diamond, believe it or not," says Crowley, who has educated herself about Canadian diamonds and is passionate about the subject. Although she says putting on the event was like "planning a small wedding," she adds that "sales were wonderful. It was a huge weekend." She adds: "This event has put me in the forefront of Canadian diamond retailers for Edmonton."

Crowley issued a press release about the event and says she received coverage from all local papers.

Copyright Style Communications Feb/Mar 2005