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Oct 19/2005


Treasures from the Tundra: Giving the Gift of Diamonds

International allure and peace of mind come with buying the only government certified gems.

Yellowknife, NWT (October 19, 2005): Sparkling with dramatic fire and brilliance, diamonds mined, cut and spectacularly polished in Canada’s Arctic equal the pure and natural perfection of the timeless tundra, with its fiery glow, flawless snow and dark blue ice.

Those seeking to add dazzle and brilliance to their gift giving this season, think diamonds from Yellowknife, the Diamond Capital of North America™. Mined from deep in the frozen rock, these exceptional gems from the remote wilds of the Northwest Territories (NWT) are transformed from the finest rough stones to dazzling diamonds that come with government certification and authentication, a guarantee found nowhere else in the world. When what matters most is the relentless pursuit of quality and peace of mind to buy with confidence and assurance, the only choice is government certified Canadian diamonds.

For those in pursuit of gift ideas that sparkle with innovation and care, consider these diamond ideas:

Diamonds in Jewellery Give the ultimate gift of diamonds. Look for innovation in design and diamonds set with originality and one-of-a-kind style, or go with the trends and give a gorgeous gem classically set: earrings will always impress, tennis bracelets are timeless, and today, diamonds for men are all the rage. Diamond engagement rings for men are a budding trend for those with a sense of style. Men are also foregoing selecting a setting for their bride on their own by presenting a loose diamond during proposal. Couples are returning to the jeweller to set the stone together.

Savvy, fashionable and discerning diamond seekers from the world over know their stones and choose these coveted government certified Canadian diamonds for their exceptional quality and confidence. A symbol of love, passion, achievement and the good life, diamonds are as rewarding to give as they are to receive.

Diamonds mined, cut and polished in Canada are unique: they are high quality gems of exquisite cut and outstanding polish. True Canadian diamonds are currently exclusively sold as Polar Bear Diamond™ and Polar Ice™ brands and are available carefully qualified retailers. A couture collection by Canadian fashion design icon Paul Hardy with certified Canadian diamonds from Canada Dene Diamonds facility in Yellowknife and Moshe Namdar is set to make its debut this fall, in time for the holidays.

Diamond Travel
Escape to the land of Northern Lights and Midnight Sun and experience the exciting new world of diamond travel. Set amidst a stunning backdrop of fire and ice, a journey to historic Yellowknife, the Diamond Capital of North America™ and beyond, to learn about and shop for diamonds is a rare experience. Be it small group or independent travel, timed for the holidays or as gift that will surely inspire, it is all about adventure and education. Get an insider’s look at the art of cutting and polishing, take what you learn and shop for diamonds, explore the museum, restaurants, pubs, shops and savor the outdoor splendor. Luxury tour operator Horizon & Co. is offering a variety of Rare in Nature custom diamond tours for couples.

Teach Your Children
Kids are never too young to learn about diamonds. “Canada’s Northern Diamonds…From Rocks to Riches” is packed with hundreds of photos, facts and figures about Canada’s diamonds. Yellowknife author Gayla Meredith tells all, from the gem’s geological history to what it takes to get it ready for market. This book makes for great holiday giving and will teach your children well. (CDN$24.95.)

Older children may be delighted with a truly unique educational experience that could open doors to a career in the diamond business. Aurora College in Yellowknife offers a prestigious four-month training program in diamond cutting and polishing.

Diamonds & Jazz
In a perfectly tuned move to unite two of Canada’s most prized gems – government certified diamonds and the music of Grammy® winning singer and pianist Diana Krall – a diamond sweepstakes is timed for this fall with the release of Krall’s debut holiday album “Christmas Songs.” Sweepstakes will run in the United States and Canada with prizes including an exquisite necklace sporting an impressive Polar Bear Diamond™ and a trip for two to the Northwest Territories. The adventurous travel package includes a two-night visit to Yellowknife, the Diamond Capital of North America™ and two nights at award-winning Blachford Lake Lodge. Bring new meaning to the song White Christmas by presenting this album with a Polar Bear™ diamond to the most loved on your list.

For more information about Canada’s most extraordinary diamonds from the Northwest Territories and all of these story ideas, please visit www.rareinnature.com.

Notes to Editors

1. A major player in the world diamond industry, the Northwest Territories’ two operating mines produced $2-billion last year, making it the third largest producer of rough diamonds, surpassing South Africa and just behind Botswana and Russia.

2. With its mines producing 14% of the world’s diamonds, the Northwest Territories is focused on becoming a foremost provider of finished diamond products. In doing so, jewellery that features diamonds that are mined, cut and polished in the NWT has found a niche in the global marketplace, reinforcing its efforts to expand into value-added industries, such as cutting and polishing, design, manufacture, retail and tourism.

3. Also a first in the global diamond market place, and critical to further establishing its prominent place in the minds of the consumer and within the international diamond community, the NWT prides itself on having the first and only government certification program of its kind in the world. The stringent monitoring process documents a diamond’s journey from the rough stone to a sparkling polished specimen using Gemprint™, the world's most sophisticated diamond identification system, thereby endorsing its “born and crafted in Canada” status. International buyers can shop with great confidence, assured that the diamond has been mined in Canada, is of exquisite quality, and carefully selected to be masterfully cut and polished with precision to the world’s highest standards.

4. To further support its diamond industry, the NWT is mounting an international awareness campaign to position itself as North America's diamond centre and capitalize on the potential for economic, social and cultural development in the North through diamonds. With a host of special events, consumer and retailer programs and spectacular promotional activities in Canada and the United States, the “Rare in Nature” campaign is a multi-faceted global effort which will promote the exciting new tourism niche of diamond travel; fuel the growth of skilled diamond trades in Canada, and invite Canadian and international designers to work with the exceptional diamonds and talented people of the north. “Rare in Nature” is led by the Government of the Northwest Territories and its partners. For more information, visit www.rareinnature.com