Q+A: Canadian jewelry brand leans in to lab-grown diamonds

April 9, 2024
When Virginie Roy followed her grandfather’s footsteps into the jewelry industry, she knew she wanted to do things differently.

“I am committed to setting new standards and bringing modern innovations to the next generation,” the Montreal-based entrepreneur explains. To do that, the founder of the Canadian jewelry brand leans in to lab-grown gemstones.

“By embracing innovation, we are on a mission to revolutionize the creation and perception of luxury jewelry as well as the traditional diamond shopping experience, offering a comprehensive collection of exquisite and ethical pieces with fully customizable capabilities,” Roy says.

We caught up with her to learn more:

Q: For those who aren’t familiar, what is Proud Diamond?

A: We are a Montreal-based jewelry brand that specializes in engagement and lifestyle jewelry using the highest-quality ethical and eco-responsible lab-grown diamonds and gemstones, set in recycled gold. Lab-grown diamonds are physically, chemically and visually identical to mined without the negative environmental and social impact … All pieces are designed and handcrafted by a team in Montreal.

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Q: What makes Proud Diamond unique?  
 
A: Until now, people wanting to buy diamonds navigated a closed and opaque industry, as traditional companies wanted it to remain so. At Proud Diamond, transparency is at the heart of our values. It goes without saying that we wish to modernize an industry that no longer suits the world that we live in.

Our unique approach includes a personalized online service, as well as detailed, education content, ensuring a transparent and enlightening journey for all guests. Ultimately, we empower our customers, granting them the knowledge and freedom to make choices that align with their personal values and needs, and custom-made memorable pieces that reflect each guest’s style and story.

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Virginie Roy is the founder of Proud Diamond.
Virginie Roy is the founder of Proud Diamond. Photo by Charles-Olivier Bourque /Proud Diamond

Q: What’s the price range for engagement rings from Proud Diamond?  
 
A: The cost of our engagement rings begins at $1,600, with no upper limit. When it comes to designing your dream piece, the possibilities are endless. As a testament to our bespoke capabilities, we just sold a magnificent 22.75 carat, round cut, lab-grown diamond. Guests’ desires and imagination set the boundaries for creating the perfect engagement ring.

Q: Have you noticed people spending more/less on engagement rings in recent years?  
 
A: In recent years, we’ve observed that individual budgets for engagement rings vary widely; however, our approach at Proud Diamond ensures that we can accommodate everyone’s financial considerations.

For the same budget that one might allocate for a mined diamond, we offer the opportunity to obtain a significantly larger lab-grown diamond, providing greater value and impact. Importantly, for those who previously felt a diamond ring was out of reach financially, lab-grown diamonds present a more accessible option, making the dream of owning a beautiful diamond ring attainable. Our mission is to meet the desires and budgets of all our guests, making luxury and elegance accessible to everyone.

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Q: And where can people learn more? 
 
A: If you’re interested in learning more about Proud Diamond’s offerings or discussing your engagement ring preferences, please visit our website,  .

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