CMJ Canadian diamond brand aiming for 12 to 15 stockists by year end.
The Company of Master Jewellers’ Canadian diamond jewellery brand Arctic Circle has won its first UK stockist in independent multiple retailer T H Baker.
Arctic Circle was launched this summer during the CMJ’s trade event, offering CMJ retailer members a fully transparent diamond brand. It has now been snapped up by the T H Baker store in Brighton, which recently relocated to a larger premises.
T H Baker co-director Andrew Higgs says it has already won customers’ attention: “We are testing the brand in our new Brighton shop. After just two weeks of putting it in the window, we have seen sales already and we are pleased with the customer reaction to it.
"We were looking for an alternative to Goldsmith’s Canadian Ice brand and were impressed when we saw Arctic Circle for the first time at the CMJ trade event. We liked the story, the look, the quality of the product and the competitive and commercial price.”
The Arctic Circle brand is also set to be rolled out to Dipples in Norwich, Allum & Sidaway, Wakefields of Horsham, Green + Benz, Judith Hart of Derby, Wright & Sons in St.Albans and Matthew Stephens in Limerick.
The brand is aiming to win between 12 and 15 stockists by the end of this year, and plans to launch customisable showcases with Arctic Circle branding and LED lighting next spring, and an Arctic Circle website in early 2014.
The Arctic Circle range has been commercially designed and priced for the UK market in a partnership between the CMJ, CIBJO and Martin Ross Group.
Each diamond used in the collection is mined, cut and polished in Canada to ensure the supply chain is fully transparent and can be certificated from source. Each piece of Arctic Circle jewellery is also made with Royal Canadian Mint Gold.
Martin Ross Group president Cameron Gillies said: “Our environmental policies are among the most rigorous in the industry. We cherish the landscape and the wildlife as much as we do our diamonds. The mines in the Northwest Territories and Ontario maintain stringent guidelines to ensure that the pristine ecosystems are not affected by the mining activities.
"One of the key messages to come out of the CMJ Jewellery Conference this month was about provenance and we are proud to offer CMJ members a product that is ethical, sustainable and 100% traceable.”