CMJ launches Canadian diamond brand Arctic Circle

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Ethical collection offers CMJ retailers a transparent supply chain.

The Company of Master Jewellers (CMJ) has launched its own Canadian diamond brand, Arctic Circle, created to offer retailers and consumers the option of a fully transparent diamond brand.

The CMJ has partnered with the Martin Ross Group of Canada to create the range which will be available exclusively to CMJ retail members. Arctic Circle is described by the CMJ as an ethical brand, and has been developed by the buying group under the direction of CMJ’s chief executive Willie Hamilton.

The range was launched at the CMJ’s trade event at the Birmingham Hilton Metropole last weekend. Hamilton said at the launch: "I have been on the search for a fully audited and clean supply chain from mine to market since I first joined the jewellery industry five years ago. I was looking for a diamond product that was clean in its ethics and clean in its traceability.

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"This is not merely a fair trade product range, but a range of jewellery that is clean in source, handled within the territory it was sourced from and has full certification right through to the point of purchase.”

The Arctic Circle diamond jewellery collection includes engagement rings, wedding bands and diamond pendants. It has been commercially designed and priced for the UK market with all stones mined, cut and polished in Canada.

The diamonds have a fully transparent supply chain and each stone can be certified from source. Each piece of Arctic Circle jewellery is also made with Royal Canadian Mint Gold and is designated as an "ultimate product of Canada".

The president of the Martin Ross Group, Cameron Gillies, attended the launch in Birmingham. He said: “Arctic Circle diamonds are each given a unique identity number, which has been laser-etched on the stone’s girdle with a maple leaf, and this number stays with the diamond forever.

“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," Gillies added.

Hamilton said Arctic Circle delivers all that he and ethical-savvy customers "have been waiting for". The product designs and branding of Arctic Circle have also been developed through a partnership with the Martin Ross Group, The World Jewellery Confederation (CIBJO) and a selected focus group of the CMJ’s leading retail And gemmological experts, including retailers Green+Benz, Wakefields and TH Baker.

Hamilton added: “We could have launched an exclusive CMJ range of Canadian Diamonds a few years ago, but I have never been convinced that I could find a supply chain that met the highest standards of corporate social responsibility and because I couldn’t find it I’ve created it.”

Dr. Gaetano Cavalieri, president of CIBJO, described Arctic Circle as being at the forefront of corporate social responsibility in diamond jewellery. "This is a first for the UK and we are honoured to be involved in its launch," Cavalieri stated.
 

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