about us

A story of luxury at its kindest.

Smiling woman hugging an elderly man in a warm studio portrait, showcasing a diamond engagement ring.

Welcome to Proud Diamond.

Say hi to Virginie.

Like most meaningful stories, this one didn’t start with a business plan — it started decades ago, at a kitchen table, listening closely.

Virginie grew up around diamonds, under the quiet guidance of her grandfather, Marcel Dumontet, a Manufacturer Sales Agent in the gold and diamond industry since 1963. From an early age, she learned not only the craft, but the weight of what jewelry can carry — stories, milestones, emotions.

But the path wasn’t linear.

Before Proud Diamond, Virginie built her career in journalism, storytelling, and production — working with organizations like Radio-Canada, Sid Lee and Airbnb. Years spent understanding people, shaping narratives, and creating meaningful experiences.

The idea for Proud Diamond came much later. Not as a continuation, but as a reinterpretation.

Founded in 2021, Proud Diamond is a digital-first fine jewelry house, with a private showroom in Old Montreal. The brand focuses on custom pieces — primarily engagement rings — crafted with lab-grown diamonds and recycled gold. A more conscious approach, without compromising on beauty, quality, or emotion.

Then, in 2026, another chapter began.

Virginie acquired the assets of Bijouterie Rivet, a historic jewelry store in St-Lambert, and transformed it into Maison Proud.

Not to erase what existed — but to carry it forward.

Maison Proud brings together traditional craftsmanship and a more transparent, accessible, and modern vision of jewelry. A place where pieces can be created, restored, evaluated, or rediscovered.

Today, Proud Diamond and Maison Proud exist side by side — one rooted in innovation, the other in heritage. Both guided by the same intention: to offer a more human, thoughtful and conscious experience of fine jewelry.

Because luxury isn’t just about what you wear.

It’s about what it means.

Transparent. Personal. Conscious.

Let’s redefine what diamonds stand for.

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Two hands reaching toward each other against a neutral background, wearing delicate bracelets and a diamond ring.

Our story

In the world of diamonds, clarity isn't just about the stones; it's about the journey. At Proud Diamond, we've reimagined this voyage to be transparent in every facet, delightfully joyful, and beautifully effortless. Because the sparkle of a diamond should begin long before you wear it.

When Proud Diamond was created, the vision was clear: to create a world where the brilliance of the journey matched the shine of the stone. Our commitment to transparency, joy, and ease isn't just our story—it's our promise to you.

Every diamond we present has a journey, one of precise craftsmanship and conscientious choices. Cultivated in the world's most advanced laboratories, our diamonds are meticulously cut, polished, and graded, then set into handcrafted jewelry made of recycled gold. Here, our narrative meets its crescendo, setting the stage for yours. That’s where our story ends and yours begins.

Celebrate the beauty of conscientious choices.

With love, Proud Diamond

"Here, every diamond and every jewel created carries a legacy of care and craftsmanship. Your story deserves nothing less."

VIRGINIE ROY, FOUNDER

Our values

  • Transparent.

    At Proud Diamond, transparency isn't just a value; it's woven into our DNA. Our experts provide genuine and clear guidance at every step. We don't merely sell diamonds; we partner with you on your journey, ensuring open communication and authentic interactions. Dive into a diamond shopping experience where clarity extends beyond the gem to the very heart of our service.

  • Accessible.

    Everyone deserves a joyful and stress-free diamond shopping experience—regardless of budget or expertise. At Proud Diamond, we eliminate the uncertainty by offering a seamless blend of online convenience and hands-on discovery. Whether you're new to diamonds or working within a budget, our step-by-step approach empowers you with knowledge and confidence. With expert guidance and zero pressure, we make choosing your dream ring effortless, enjoyable, and truly accessible to all.

  • Care.

    For people, for the planet, for quality—care is at the core of everything we do. From ethically sourced lab-grown diamonds and stones, to a personalized and heartfelt customer experience, we ensure that every decision reflects our commitment to sustainability, craftsmanship, and genuine human connection.
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