JamesAllen.com to Sell CanadaMark® Certified Diamonds Direct to Consumers

As part of an exciting mine-to-consumer deal, R2Net, which owns JamesAllen.com, and Dominion Diamond Corporation (“Dominion”) have signed an agreement to market and brand CanadaMark® certified diamonds. JamesAllen.com is the fastest growing online retailer of engagement rings and loose diamonds, and Dominion is Canada’s largest independent diamond producer.

“We are thrilled to partner with JamesAllen.com to offer increased transparency for diamond buyers, with a complete view into their diamond's source from mine all the way through to the gift box.”

Canadian diamonds have long enjoyed a reputation as some of the most beautiful diamonds in the world. The CanadaMark® program is the most recognized hallmark to guarantee Canadian origin, and works with clients to assure end consumers that their diamond is responsibly mined in Canada and tracked through an independent auditing process at every stage from mine to polished gem. CanadaMark® certified diamonds are produced with integrity, through engagement and partnership with indigenous communities, support for local businesses, and a commitment to protect the environment.

"We are excited to partner with Dominion, continuing on our path of transforming the diamond industry by giving consumers a better diamond-buying experience – in this case, full transparency of their diamond's journey from the mine to their or their loved one's finger,” said R2Net’s co-founder and CEO Oded Edelman.

Dominion maintains a preferred position as a supplier of rough diamonds to the world’s diamond manufacturers (cutters and polishers) by dealing directly with them and tailoring rough diamond parcels to the client’s particular needs.

"We are excited to join forces with JamesAllen.com to provide end consumers with the confidence that their diamonds originate from two world class mines, Ekati and Diavik. CanadaMark® is well known as the mark of trust that your diamond was responsibly sourced and tracked from our mines through the stewardship of our select clients to our authorized retail partners," said Jim Pounds, Dominion’s Executive Vice President, Diamonds.

Dominion's decision to partner with JamesAllen.com on this exclusive online retail deal underscores JamesAllen.com's success in tapping into the growing online diamond jewelry market, and demonstrates confidence in the company's ability to continue to modernize the traditionally brick and mortar industry by offering better transparency, selection and value.

“We are thrilled to partner with JamesAllen.com to offer increased transparency for diamond buyers, with a complete view into their diamond's source from mine all the way through to the gift box," added Pounds.

With a curated selection of nearly 150,000 ethically mined, fully certified loose diamonds and hundreds of ring settings, JamesAllen.com allows consumers to design or customize their own personalized jewelry pieces. All diamonds sold on JamesAllen.com are certified conflict-free in compliance with the Patriot Act, the Kimberley Process, and United Nations resolutions. James Allen's internal guidelines exceed government requirements, and the world's fastest growing online diamond jewellery retailer has binding contracts with its suppliers which guarantee that the diamonds they offer for sale are responsibly mined.

JamesAllen.com has tripled in size in the last two years as consumers have embraced James Allen’s 360° Diamond Display Technology and innovative virtual showroom experience.