International  Jewellery London is no stranger to ice-cool diamonds, and nor is a guest of honour at this year’s show: a fully grown polar bear.

Fairtrade jewellery brand Arctic Circle Diamonds is bringing the bear to the exhibition, which takes place for three days from September 7 at London Olympia.

The aim of this publicity stunt is to show off Arctic Circle Diamond’s environmental credentials.


In the 60-year history of the IJL show this will be the first time a polar bear will be walking the catwalk. The bear will be accompanied by its Inuk trainer and Arctic Circle Diamonds managing director Judith Lockwood.

Lockwood will explain to visitors how the brand is polar bear friendly.

“The Arctic Circle ‘Cool to Care’ bear will be a big talking point at the show,” says Lockwood. “But just in case you were worried about health and safety, I can assure all IJL visitors that our polar bear is perfectly safe. It is in fact a highly-realistic animatronic puppet.”

Arctic Circle Diamonds is currently the only jewellery brand offering fully traceable Canadian diamonds set in Fairtrade gold. Arctic Circle Diamonds are sold with a ‘birth certificate’ for each stone, which can be used by the consumer to validate and register each diamond and to show the specific Canadian mine where it was discovered.

Lockwood explains: “We know every step that our diamonds have taken and we are working to make Arctic Circle a truly responsible and sustainable luxury bridal brand.”

All Arctic Circle diamonds come from one of four Canadian mines – three in the Northwest Territories and one in Northern Ontario. The mines maintain stringent guidelines to ensure that the pristine ecosystems of the Canadian Arctic are not affected by the mining activities. Controls on water use, limits on emissions and respect for wildlife (including polar bears) are integral to the operation of each mine.

“The polar bear is not only a way of showing how our diamonds are ethically mined, but it is an animal that symbolises the Arctic. Arctic means ‘Land of the Bear’ and our diamonds celebrate and symbolise the beauty of the Arctic.”