BHP Billiton Launches CanadaMark

BHP Billiton, the world’s largest diversified miner, joined the fray when it announced at the JCK Las Vegas show the CanadaMark. The initiative is a guarantee that a diamond baring the CanadaMark symbol was mined in Canada.

“CanadaMark is the defining symbol of Canadian diamonds and provides a guarantee of origin to any brand that carries it. When a consumer sees the CanadaMark logo on a diamond or a piece of diamond jewelry, they can rest assured that the diamond is of genuine Canadian origin,” says Terry W. Janes, BHP Billiton’s VP of Marketing.

The initiative is aimed at diamond wholesalers, jewelry manufacturers and retailers that have a Canadian brand program. Janes says the idea is that CanadaMark will support the brands, not overpower them.

Diamonds will be tracked through the selling, cutting and polishing process and accompanied by a certificate of authenticity.