Canadian diamond broker launches consumer Web site

A Vancouver-based diamond broker is selling diamonds directly to Canadian consumers on the Internet.

Diamonds Direct on Aug. 15 launched DiamondsDirect.ca (www.diamondsdirect.ca) saying that it offers “the largest selection of diamonds in Canada at the lowest prices possible.” The company says its inventory consists of 6,500 GIA certified diamonds worth more than $50 million.

The company also says it is the first in Canada to provide a price and quality transparency by publishing all of its prices online, as well as providing GIA reports for each diamond. And it claims to have the largest selection of fancy colored diamonds in Canada, including pink, yellow, blue, champagne and green. To celebrate, DiamondsDirect.ca is giving away a diamond worth $10,000. People can register to win the diamond by visiting the Web site.