‘Canadia’ Comes to Global Market

Three longtime diamond industry firms—Beny Sofer & Sons, Rosy Blue, and Backes & Strauss—have formed a global partnership called Tri-Star Worldwide LLC to distribute Canadia brand arctic-mined diamonds around the world. Oren Sofer is CEO of the new company.

All of the Canadia brand diamonds will be supplied by Arslanian Cutting Works NWT Ltd., a Rosy Blue affiliate in Yellowknife, Northwest Territories, Canada, and the largest diamond-cutting factory there. Canadia was launched in May 2002 by Beny Sofer & Sons.

Fine-jewelry retailers offering Canadia diamonds will continue to be supported by a multi-media integrated marketing package including a Web site with secured retailer site; point-of-sale displays; TV, print, and radio advertising; multi-media CD-ROMs; local and national public relations; and promotional materials.

Rosy Blue is a 40-year-old family-owned diamond company doing business in 14 countries, with more than $1 billion in sales. Founded in Antwerp in 1789, Backes & Strauss is the world’s oldest diamond company, supplying more than 40 markets worldwide. Canadia brand founder Beny Sofer & Sons has done business in New York City’s historic Diamond District for more than 30 years.