We are located in Montreal, Canada.

Say hi to Virginie.

Like most cool stories, hers started decades ago with her grandpa, Marcel Dumontet, a Manufacturer Sales Agent in the gold and diamond industry since 1963. Growing up under his wing, Virginie was embedded in the diamond business from an early age - learning firsthand of its impact and importance. The natural step to follow his lead happened 30 years later with the (proud) birth of Proud Diamond.

There are less than 50 laboratories in the world at this time. Creating diamonds is one of the more complex process in the world. We have found some in United States, Europe, China, Russia and India. After a very deep research to find the best partner with the same values than us, we have decided to buy mainly in India. Their technology is strong, and we have created a strong relationship with our vendors.
BUT, our vision is to have our own laboratory in Canada one day. We are working very hard to make this vision a reality.

All of our pieces of jewelry are made in Montreal, Canada. It’s all handmade, no machine here. We can then guarantee the best quality so you can pass your piece of art from generation to generation.

Virginie Roy, the founder, designs all of our jewelry in collaboration with a master jewelry designer. She has a strong knowledge of trends and fashion. She is inspired by films, climate, street, influencers, magazines, fashion designers, creative explorations, political, economic and social. She is obsessed by data, and use it to predict what will become the new trends.
For the first collections, Virginie has created essentials to put the diamond before the design. She thinks that putting the diamond in the middle of the story is how she can educate people on lab-grown diamonds so they understand the importance of changing our behavior to adopt a more sustainable purchase behavior. Wait for the next collections, she can’t wait to put her creativity into it! Or try the custom design service, this is where she can get the most creative to achieve what you have in mind.

Yes, we offer White Gold, Yellow Gold, Rose Gold and Platinium. Everything is actually possible! We offer a service of custom jewelry, please refer to this page for more information.

In stores, there’s only so much inventory you can offer to a customer. On top of all of the pieces you see on our website, we offer a custom design service that gives the opportunity to our customer to design the jewel of their dream. We use the CAD Design technology to simulate exactly what our customer have in mind and we change every details until it is perfect. Custom Jewelry can be finish in 2-4 weeks, depending of complexity.

The modern consumer shops online. Starting as brick and mortar would limit our customer interactions, where we can immediately access them digitally. We are also able to provide better prizes since we don’t have to include our loan in the jewels price. Proud Diamond services exceed the in-store experience. We eliminate the jewelry counter intimidation while providing an unprecedented level of customization in lab-grown diamonds and bespoke engagement ring creation.

The price differential varies depending on the size and quality of the stone, but Proud Diamond is 40 to 60 percent less than a comparable mined stone. Proud Diamond has sold the biggest lab-grown diamond ever sold in America. Why? Because the mined equivalent would sell for millions at the big auction houses. Larger, or the more rare, the higher the ‘discount’ from mined pricing.

The future is bright for Proud Diamond. Awareness and demand for lab-grown diamonds has grown significantly over a short period of time. Proud Diamond owns one of the largest selections of lab-grown diamonds, so we are a leader in the category in developing and customizing products for our consumers. In 2023, we will be launching more fashion-based jewelry categories, exploring retail concepts, and looking beyond selling in North America.