Diamonds Direct® Brand Expanding Stores Throughout Canada

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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
Located in Toronto, Craig is the Editor-in-Chief of Retail Insider and President/CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Director of Applied Research at the University of Alberta School of Retailing in Edmonton, and consultant to the Retail Council of Canada. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.

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