Diamond brand wins wall space in Westfield White City store.

Goldsmiths has unveiled its first branded shop-in-shop for ethical diamond jewellery brand Canadian Ice, housed in its Westfield White City store in London.

The floor-to-ceiling wall space was officially opened last Friday at the store and complements three window showcases. It features the red and white theme associated with the brand and will display a number of exclusive pieces for the White City store, as well jewellery from the brand’s upper price points, such as 1.5ct diamond studs and tennis bracelets.


Goldsmiths worked alongside the ethical diamond brand to create the exclusive branded area, the first of its type in the UK but an initiative that is likely to be rolled out to wider Goldsmiths stores.

Justin Stead, chief executive officer of Aurum Holdings, owner of Goldsmiths, said: ‘Our relationship with Canadian Ice has proved extremely successful over the last year. To celebrate this success we are happy to be creating this exclusive shop-in-Shop environment for our customers to enjoy the brand.

“It will also give them the opportunity to experience its collection in a dedicated environment that reflects Canadian Ice as a brand, and also celebrates its values and beauty.”

The brand promotes itself as an ethical diamond jewellery collection, featuring stud earrings, pendants and a wide collection of engagement and eternity rings. It has added princess cut diamonds to the range in 2012.

The diamonds are mined in Canada and cut by in the historic diamond cutting city of Chiang Mai.

Goldsmiths says its partnership with Canadian Ice has enabled it to bring “exceptional, well priced ethical diamonds on the British high street”.

A spokeswoman at the launch of the shop-in-shop should add extra value to the brand, especially as its customers are becoming more aware of ethical stones, and notes that there is huge potential for the collection in the UK.