Westrock Diamonds is preparing a move that reflects where luxury jewellery is heading in Toronto, toward privacy, personalization, and trusted expertise. The company will relocate from its longtime base in downtown’s Diamond District to a by-appointment private salon inside 77 Bloor Street West, an office tower at the corner of Bay and Bloor in the heart of Bloor-Yorkville. The new home places the brand among some of the city’s most prestigious neighbours in a setting designed for quiet consultation and custom work.
Founder and Creative Director Danny Sapir describes the decision as an evolution that meets clients where they already live, work, and shop. “We are bringing that private, one-on-one experience to Yorkville,” he says. “Custom pieces are made with the client’s inspiration, not a box store’s inspiration. There is something you want in your heart, and I am going to make it for you.” The move positions Westrock Diamonds within steps of luxury retail and dining while keeping the full process behind closed doors, a format that Sapir believes best serves his high-end clientele.
Sapir’s journey into the trade predates Westrock Diamonds. “I opened Westrock Diamonds in 2008,” he says. “I am a third-generation jeweller. My grandfather was in jewellery and textiles in the former Soviet Union, my father became one of the largest diamond dealers in Canada, and I grew up in that world.” As a teenager he started at the bottom of the family operation in Toronto, answering phones, sweeping floors, and learning to sort and polish stones by hand. The discipline stuck. “My father would make me sort hundreds of carats,” Sapir recalls. “Then he would mix them back and make me do it again. He weighed them to make sure I really understood the difference.”
Seeking independence, Sapir launched Westrock as a wholesale business, travelling across Western Canada and building relationships with jewellers. The direct-to-client side took off when friends began asking for help with engagement rings. Word of mouth followed. “People started calling me, saying, ‘I love what you did for my friend, can you help me next,’” he says. The nickname “Danny Diamonds” caught on, a nod to both his reputation and his personable approach. Today Westrock Diamonds is known for bespoke engagement rings, bridal jewellery, precision-cut stones, and a consultative process for custom pieces that emphasizes education and transparency. Other custom designs include tennis bracelets, tennis necklaces, earrings and rings of various styles.
Why Yorkville, Why Now
The current Westrock Diamonds showroom sits within Toronto’s Diamond District near Yonge and Dundas. Sapir calls Yorkville the logical next step for both service and safety. “A lot of my clients shop here, work here, eat here, or live here,” he says. “Safety is huge right now, and being on an upper floor with reinforced entry and double-door security gives clients confidence.” The new address places Westrock Diamonds in a Class A tower managed by Morguard. The building has undergone extensive modernization, including environmental retrofits that achieved LEED Gold certification, and is surrounded by flagship retail, top restaurants, and cultural amenities that define the Yorkville experience.
The format suits the way Westrock Diamonds conducts business. Appointments are unhurried, tailored, and often celebratory. “Clients come in for a coffee or a glass of champagne,” Sapir says. “I do my best to make it feel like home. It is transparent and educational. I want people to know why a stone is priced a certain way, where the inclusion sits, why cut and clarity matter, and what fits their taste and budget.”
Inside the Salon: Timeless Design and a Warm Welcome
The new salon’s interior has been conceived as intimate rather than imposing, a choice that reflects Sapir’s desire to keep attention on the client and the jewellery. “I wanted it to be cozy,” he says. “Not too big to feel like a box store and not too small to feel cramped.” The design is being led by Jump, a studio known for clean architectural lines and tactile finishes. Sapir describes the look as classic and enduring. “I wanted this to stand for ten years without a heavy refresh,” he notes. “Timeless, comfortable, and focused on the experience.”
Security is an essential part of the plan. “We are reinforcing everything,” Sapir says. “Doors, anteroom, and layered entry. We just had a full meeting with the designers and the general contractor about security. Client safety comes first.” The private, appointment-based model, set high above the street, is meant to put guests at ease while allowing the team to present stones and sketches without distraction.
A Private Jeweller’s Promise
Sapir sees Westrock Diamonds as part of a broader shift toward private jewellers who compete on service, customization, and value. “A lot of people do not understand the difference between a branded store and a private jeweller,” he says. “With a private jeweller you are not paying for the logo. You are paying for the quality, and often you get better service and better pricing. I know who you are. If a clasp breaks, there is no charge. If you need a cleaning, it is done fast. You should feel celebrated, not stressed.”
Breaking down misconceptions is one of the brand’s near-term goals in Westrock Diamonds Yorkville. The team wants clients across budgets to feel comfortable walking through the door. “We want to be inclusive,” he says. “You are spending hard-earned money on something that marks a special moment. You should feel welcome every time.” That hospitality extends to design decisions. Clients can bring inspiration from social media or family heirlooms and collaborate on a bespoke piece with Westrock’s designers and setters.
Celebrity Names, Equal Treatment
The brand’s discretion has attracted a roster of celebrity clients over the years, although Sapir is quick to note that everyone receives the same treatment. “I have worked with Drake, I did OVO owls for him,” he says. “I did some of the first pieces for The Weeknd, the XO pieces, and I have worked with Justin Bieber through Tay James.
“More recently, Sapir produced the wedding jewelry for Loud Luxury’s Andrew Fedyk and his now wife, TikTok star Madeleine White. He created their engagement rings and worked with Fedyk to design White’s bridal set, including a pear-shaped tennis necklace and matching teardrop earrings.”
There have been athletes as well, people from the Maple Leafs and the Raptors.” Then he offers the point that matters most to him. “I treat everybody the same,” he says. “Everyone deserves to be treated like a celebrity in jewellery.”
The client list grew organically. “It is all word of mouth,” Sapir explains. “You have to mean what you say, say what you mean, and follow through sooner than promised. Be transparent, deliver quality, and people will talk.”
Craft, Certification, and Ethical Sourcing
Behind the hospitality is a rigorous approach to sourcing and craft. Westrock Diamonds is known for conflict-free stones that comply with the Kimberley Process, lab-verified certification from organizations like GIA and IGI, and close collaboration with expert cutters and setters. Sapir learned early that cut quality and make can vary by origin and technique, and he built his reputation by supplying stones that stand out for their brilliance and consistency. “Education is super important,” he says. “You should know why you are spending this amount on a diamond and what matters most to you. Some people care deeply about clarity, others about colour, others about the way the stone performs in different light. The point is, you understand the ‘why’ before you buy.”
The new salon will continue to showcase bespoke engagement rings, fine jewellery in precious metals, and select Italian-made pieces developed with partner ateliers. New to the salon will be more coloured stones. The personal service model is unchanged, only now it will unfold in a space that mirrors the brand’s promise.
Sapir says private jewellery should be comfortable and inclusive. “You should never feel uncomfortable buying jewellery,” he says. “This is a happy time. Anniversaries, birthdays, engagements, these are moments that matter. The one-on-one format lets us celebrate with you, and it lets us teach you what you are buying so you can choose with confidence.”
Looking Beyond Toronto
Sapir has always managed growth carefully. The Yorkville salon is the priority, yet he is also studying seasonal expansion to serve a growing base of U.S. clients. “I am looking at spaces in Bal Harbour for the winter,” he confirms. “We have a lot of clients in the United States, and it would let us meet them where they are.” If launched, a Bal Harbour outpost would complement the Toronto headquarters, giving the company seasonal reach without diluting the founder’s hands-on involvement that many clients value.
For now, the emphasis is on perfecting the new salon, introducing existing clients to the address, and welcoming newcomers who discover the brand in Westrock Diamonds Yorkville. “It is time to grow,” Sapir says. “Time to expand a bit and create a space that feels right for the way we work.”
