Dainty Diamond founder Jess Fried talks trends, family experience.
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Jess Fried knows diamonds.
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Backed by a family history in the jewelry industry that spans some 30-plus years, the founder of the Canadian jewelry brand Dainty Diamond builds on that expertise by adding modern elements into the mix such as lab-grown options alongside natural gemstones.
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“We blend the craftsmanship of a traditional jeweller with the accessibility and education of a modern brand,” she summarizes.
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We caught up with Fried to learn more:
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West Coast Table
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Q: What is Dainty Diamond?
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A: Dainty Diamond is a Toronto-based, female founded and family operated fine jewelry brand offering custom engagement rings, wedding bands and everyday fine jewelry. We work closely with each client to design or select pieces that feel personal, meaningful and made to last, whether that’s a one-of-a-kind engagement ring, a reimagined heirloom or a modern staple.
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Q: What makes it unique?
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A: What makes Dainty Diamond unique is the story behind it. My family has been in the jewelry industry for over 30 years. I grew up surrounded by fine jewelry, trying on tennis necklaces, and receiving pieces for every birthday, milestone and “just because” moment.
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We’re deeply hands-on, from sourcing stones and designing settings to personally guiding clients through the process. A major part of what sets us apart is our focus on made-to-order items, education and transparency. We create and design only based on orders that come through. We explain diamonds in a way that actually makes sense, offering both lab-grown and natural options, and consistently help clients feel calm and confident about their decisions.
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Q: Who is the target customer?
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A: Our customer is someone who wants a meaningful piece, not just a transaction. While we work with many couples shopping for engagement rings, a large part of our community is women buying for themselves, celebrating milestones, marking achievements or upgrading heirloom pieces. They work hard, value quality and design, and care about transparency and emotional connection. Many are first-time diamond jewelry buyers who want guidance without pressure, and who appreciate being educated rather than sold to.
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Q: Are you noticing any interesting trends among Canadian jewelry customers?
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A: We’re seeing a strong shift toward personalization and intentional buying. While most people have a foundation of classic jewelry staples, like diamond studs or a simple gold chain, Canadian customers are increasingly interested in unique designs, distinctive diamond shapes and pieces that don’t look like everyone else’s.
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There’s also been a noticeable rise in interest in lab-grown diamonds, driven by both value and the ability to access larger or more unique stones, while natural diamonds remain popular for heirloom and legacy pieces.
