De Beers Canada has opened its Diamond Display Centre, the first of its kind in Canada and the first such permanent display outside of the Diamond Trading Company in London.

The Diamond Display Centre, located in the company's Toronto headquarters, tells the story of how diamonds are formed in the depths of the earth over billions of years, how they are found and recovered, and captures their magical sparkle.

"The Diamond Display Centre is a testament to the mystique of diamonds and the history of the diamond industry, but more importantly, it opens a window into the future of diamond mining in Canada," explained Jim Gowans, President and CEO of De Beers Canada.

 

With a collection akin to a museum exhibit, The Diamond Display Centre explains the science of diamonds, what geologists look for in their samples, and the engineering feats that must be accomplished to bring them out of the ground.

Visitors can see the mineral indicators through a typical laboratory microscope, touch some of the tools used to explore and examine rock
fragments, and follow a diamond through the nine stages of cutting and polishing that give the stone its trademark fire and brilliance.

Samples extracted during the bulk sampling programs from De Beers' advanced projects in northern Canada are also on display. These include samples from the Snap Lake Project in the Northwest Territories which, when it opens in 2007 will be De Beers' first mine outside of Africa, and the Victor Project which will be Ontario's first diamond mine. Production from these two mines will increase Canadian diamond output by 40%.

"We have assembled a beautiful collection," said Linda Dorrington, Manager of Public and Corporate Affairs at De Beers Canada. "This permanent display is the first of its kind in Canada and reflects De Beers' passion for diamonds and its commitment to Canada."

A multimedia presentation including videos, animations, and photos with interesting facts and figures, walks visitors through the each stage of the diamond pipeline from early exploration to marketing the finished product.

In addition, the centre showcases replicas of some of the world's most famous diamonds, including the 184 carat Imperial Diamond, now the property of the Indian government, the 140 carat Regent, currently on display in the Louvre, and the 128 carat Star of the South, found in Brazil in 1853. 

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