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Oct 19/2005


Government of the Northwest Territories and Partners Launch Canadian Diamond Awareness Campaign During L’Oreal Fashion Week

Toronto, Ontario (October 19, 2005): In the diamond world, Canada is raising the bar. Quickly gaining on Russia and Botswana, Canada has surpassed South Africa and is set to lead international diamond production. Not content to limit its role on the world’s complex, historic and wildly competitive diamond stage to mining alone, the Government of the Northwest Territories – and its partners in education, retail, design and tourism – invites the world to learn about its most spectacular secret: the extraordinary Canadian diamonds it certifies.

Rare in Nature: Diamonds of the Canadian Arctic is an awareness campaign that launches during L’Oréal Fashion Week in Toronto today to:

  • recast perceptions about which diamonds are the most desirable in the world and why;
  • break tourism boundaries with new diamond travel opportunities beneath the midnight sun and magical aurora; and
  • delight shoppers seeking diamonds with a difference.

A closer look at what is coming out of Yellowknife – the Diamond Capital of North America™ – suggests a new day is breaking in the traditional diamond world. Rare in Nature celebrates:

  • the only government certified diamonds, coveted for their high quality, standard of cut, and unique tracking and authentication features;
  • the first couture diamond jewellery collection by Canadian fashion design icon Paul Hardy featuring the best government certified diamonds;
  • luxury diamond tours to the land of the midnight sun;
  • a U.S. and Canada sweepstakes promoting Diana Krall’s first Christmas album and the chance to win a Polar Bear Diamond™ and a trip to Yellowknife;
  • prestigious diamond cutting and polishing training opportunities;
  • Jeannine Pilon’s recent success in becoming Canada’s first female “round, brilliant specialist;”
  • international occupational standards for the ancient craft of transforming rough stones to high-grade diamond jewels; and
  • rareinnature.com, a helpful resource for information about NWT certified diamonds, diamond travel, learning opportunities and more.

“On behalf of our partners and the people of the North, I am delighted to introduce diamond lovers to the three-billion-year-old diamonds we certify,” says Brendan Bell, Northwest Territories Minister of Industry, Tourism and Investment who was in New York earlier this meeting with beauty, fashion and travel editors to offer them a preview of today’s events.

”The Rare in Nature information campaign presents extraordinary diamond opportunities for people throughout the world as Canada proudly assumes its spot as one of the top three diamond producing countries. We welcome you to visit rareinnature.com to learn more about these diamonds and how they are changing the way you will think about and shop for your next important pieces of jewellery.”

Unique Certification
The Government of the Northwest Territories pioneered the world’s first certification process that tracks a diamond from the mine to the consumer. Its experts work with the Yellowknife cutting and polishing facilities and closely monitor a select number of diamonds that are mined, cut and polished in the North. These diamonds are carefully examined and if approved for superior quality, cut and polish, they are minutely engraved on their girdle with a unique number and sold with a matching certificate of authenticity. An added level of security is provided by Gemprint™, a non-invasive tracking technique, like a fingerprint that also allows diamond owners to register their diamond for insurance and personal legacy purposes.

”Already an international following among those who know their diamonds has exploded for Polar Bear Diamond™ and Polar Ice™ diamonds, two of the brands that feature our certified stones,” says Bell. “Now we are spreading the word beyond this inner circle and hope to make it easier for diamond shoppers searching for these legendary products to find and invest in them with confidence.”

Paul Hardy
Couture Collection Top Canadian fashion designer, Paul Hardy, has teamed up with renowned diamantaire Moshe Namdar of Israel and the Northwest Territories’ Canada Dene cutting and polishing facility to create a couture jewellery collection featuring the highest quality government certified stones. The Rare in Nature collection makes its debut this month during L’Oréal Fashion Week in Toronto. Each diamond in the collection will take the Government of the Northwest Territories certification one step further by including – not only the information that verifies a stone was mined, cut and polished in Canada – but also the name of the Canadian diamond cutting and polishing expert who crafted each diamond. This unique government issued certificate verifies the origin of each diamond as truly Canadian, meaning it was not simply mined in Canada, but also expertly crafted in Canada to a high quality of cut. Not only will diamond buyers shop with the confidence that their stone is government certified as truly Canadian, they will know where their diamond was mined and which Yellowknife diamond expert created their masterpiece.

Bespoke Rare in Nature Diamond Tours
Horizon & Co., one of Canada’s leading boutique travel companies, now offers diamond tours for couples seeking to experience Yellowknife – the diamond capital of North America™ – and beyond. Horizon has teamed up with the maker of the legendary Learjet to develop the ultimate Rare in Nature diamond experience for discerning travellers. Imagine the look of surprise on the face of your loved one as you stroll through the exclusive lounge onto the tarmac and up the stairs of one of the most storied jets in the history of private aviation. Sit back in your plush seats, pour the iced Cristal into the waiting champagne flutes, and prepare for the adventure of a lifetime. Deep in the heart of Canada’s arctic wilderness there is a dog sled team sitting patiently, a private guide and chef standing by, a romantic expeditionary tent, fluffed and warmed in anticipation of your arrival, and a diamond waiting to have your names engraved upon it. After all, if you’re going spend a lifetime together, why not celebrate it in style. Price available on request. The private jet Rare in Nature diamond package can be purchased on a one-off basis, bundled with a 25 hour Skyjet private jet card, or with a five-hour private Skyjet gift card included.

Diana Krall Debut Christmas Album Rare in Nature Diamond Sweepstakes
Legendary jazz artist Diana Krall releases her first Christmas album this fall with an exclusive Rare in Nature diamond sweepstakes featuring Polar Bear Diamond™ jewellery and four-day Northwest Territories adventure prizes.

Diamond Training and Occupational Standards
The Northwest Territories’ Aurora College has developed a diamond cutting and polishing program to provide potential employees with the theoretical and practical foundation necessary for becoming skilled in cutting and polishing. The program has been expanded to 22 weeks, with two full-time instructors. The college has also retained the services of the Gemological Institute of America to deliver a polished grading component of the program. To date, 81 students have graduated from the cutting and polishing program. The Northwest Territories’ Department of Education, Culture and Employment has developed occupational standards for various occupations within the cutting and polishing industry. These standards set out the knowledge and skills necessary to be competent in a given occupation, and are a world first for the industry. All trainees in factories in the North work under these standards towards certification that recognizes their proficiency. The strict standards and rigorous certification testing will ensure that Northerners trained in the Northwest Territories factories will have the knowledge, skills and attitudes necessary to develop into skilled professional cutters.

New Canadian Diamond Website
Led by the Government of the Northwest Territories and its marketing partners, a new information hub for shoppers, jewelers, career seekers and travellers curious about these uniquely certified Canadian diamonds is now live at rareinnature.com.

Notes to editors:
The Rare in Nature campaign is officially launched during L’Oréal Fashion Week. Through L’Oreal Fashion Week and outgoing missions in Milan, Paris, London and New York, the Fashion Design Council of Canada (FDCC) is intent upon showcasing Canadian designers to the world. Founded in 1999, the FDCC is a national, non-profit industry association that exists to mobilize and promote fashion in Canada. For more information visit www.fdcc.ca.