Jewellery group says Canadia Diamonds is exclusively for independents.
Alfred Terry is launching a Canadian diamond jewellery brand into the UK market that will only be available to independent retailers.
The brand is called Canadia Diamonds and made its UK trade dubut at the Jewellery Show London last week on Alfred Terry’s stand alongside some of its other brands including Revv and Valente.
The jewellery is made with diamonds from the Ekati mine in Canada, which are ethically sourced. Each stone is laser engraved with a unique identification number so that it can always be traced back to the Ekati mine and each piece of Canadia Diamonds jewellery is sold with a passport listing its credentials.
The gold used in the Canadia Diamonds jewellery is also 100% recycled, giving the jewellery a solid ethical story.
Products in the collection include solitaires ranging from .30ct to 1ct, three and five stone rings, earrings and pendants. The diamonds used are GH/SI quality with very good to ideal cut proportions.
Alfred Terry chief executive Steve Wright said that while there are a number of Canadian diamond jewellery brands on the market already, he believes that keeping Canadia Diamonds exclusive to independent retailers will give it an edge.
Houlden Group chief executive Stuart Laing recently advised members of the buying group to buy into Canadian diamonds. He said at the time that "within five years everybody sitting in this room will be selling Canadian diamonds".
At the time of his speech Laing was advising members to buy into the group’s exclusive Canadian diamond jewellery brand Canada Star, which is made by JSN.