Dominion Diamond Corp Launching New CanadaMark™ Hallmark Program
May 20, 14
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Through an independently audited process, the CanadaMark™ diamond hallmark program provides assurance that a polished diamond is of Canadian origin, cut from rough that was responsibly mined in the Northwest Territories, natural and untreated, tracked at every stage from country of origin to polished stone, and polished to strict quality standards.
"In a market place where many consumers are ever more interested in the origin of their purchase, the company believes that the CanadaMark program is ideally placed to offer diamond supply chain integrity, effectively creating an unbroken and independently audited chain of origin.
"The company has approved an action plan to significantly raise the CanadaMark program profile, through participation in the upcoming JCK Show Las Vegas, and will increase marketing activity to the diamond trade over the next two years. Its aim is to establish CanadaMark as a premier diamond hallmark."
Every 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 on-line business-to-business trading platform is also in development. This will allow diamond jewelry wholesalers and retailers to easily source CanadaMark polished diamonds held by approved manufacturers."
The CanadaMark program is owned by the company, and is available to any Canadian diamond production that meets the necessary criteria.
Chairman and CEO, Robert Gannicott, commented, “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, President, Dominion Diamond Marketing Corporation, commented, “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.”