Diamonds Direct® Brand Expanding Stores Throughout Canada

Diamond and fine jewellery brand Diamonds Direct is expanding further throughout Canada with plans for standalone stores in major markets. The brand is known for its industry-leading pricing which will see it grow market share quickly.

Diamonds Direct at the CF Toronto Eaton Centre. Photo: Diamonds Direct

Diamonds Direct, which offers both natural and lab-grown diamonds, says that it is dedicated to providing customers with fair pricing and an overall radically-transparent diamond buying experience, including industry-insider pricing data. Customers can shop the brand’s loose diamonds as well as its Jewellery Direct® and Gold Direct® collections of fine jewellery. The jewellery and gold collections are currently available in Canada online.

Diamonds Direct currently operates an e-commerce business in Canada (  as well as four physical showrooms in Ontario in partnership with Toronto-based retailer European Boutique. The showrooms are located at CF Toronto Eaton Centre in Toronto, the Yorkdale Shopping Centre in North York, CF Sherway Gardens in Etobicoke, and at Square One in Mississauga.

The expansion for Diamonds Direct will include larger storefronts for the brand, with the exact location and size of the storefronts to be announced in the coming months. We’ll continue to follow this story when more information becomes available.

Article Author

Craig Patterson
Craig Patterson
Now located in Toronto, Craig is a retail analyst and consultant at the Retail Council of Canada. He's also the Director of Applied Research at the University of Alberta School of Retailing in Edmonton. He has studied the Canadian retail landscape for the past 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees. He is also President & CEO of Vancouver-based Retail Insider Media Ltd.

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