Charm Diamond Centres Offers Access to First Ontario Diamonds

DARTMOUTH, NS, June 29 /CNW/ - Charm Diamond Centres has successfully bid to be one of the exclusive carriers of the first Canadian diamonds mined, cut, and polished all within Ontario.

These high-quality gems were mined at the De Beers Canada Victor Mine, in Northern Ontario, and cut and polished by Crossworks Manufacturing Ltd. in Sudbury, Ontario.

"Today's consumers are mindful of the true origin of their diamonds," says Troy Calder, President. "Each of these diamonds is accompanied by an Ontario Government Certificate of Origin, and has a unique identification number laser inscribed on it to guarantee its pedigree.

"As a Canadian company, Charm is committed to supporting the Canadian diamond industry," continues Mr. Calder. "Since 2002, Charm has carried diamonds from the Diavik and EKATI Diamond Mines in the Northwest Territories. We're proud to add these Ontario diamonds to the superior collection we offer our customers."

The Victor-mined diamonds will be sold in select Charm Diamond locations and will also be available at all locations during Charm's 2010 travelling trunk show.

Along with a guaranteed full-Canadian pedigree, these diamonds also represent De Beers Canada's commitment to sustainable development in local communities. The Victor Mine is located near the First Nations community of Attawapiskat and employs a number of local people. Canadian Mining Journal named the Victor Mine "2009 Mine of the Year," and the Prospectors and Developers Association of Canada recognized it with their 2010 Environmental and Social Responsibility Award.

Charm bid for the right to be one of the exclusive carriers of these diamonds at an invitation-only tender held by Crossworks Manufacturing Ltd.

Charm Diamond Centres opened their first store in Dartmouth, Nova Scotia, in 1972 and have since grown to become the largest independently owned Canadian jewellery company with 68 stores from Alberta to Newfoundland and Labrador.


For further information: For further information: Lawrence Hartnett, Diamond Buyer, Charm Diamond Centres, 902-463-7177 ext: 114,

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