At a time when domestic retailers are scrambling to Canadianize their product lines, Ottawa’s own La Maison d’Or is well ahead of the curve—25 years ahead. A quarter of a century ago, company president Brent Harden was on a business junket in Antwerp, Belgium. He was seated in the offices of Overseas Diamonds, a mining, trading, and holding company operating out of Nevada. Out of nowhere, a representative from that company defied him with the following directive: “Brent, catch this!” What Harden caught would change not only his business but also his life.
The plastic-wrapped parcel, weighing approximately 20 pounds, held millions of dollars in uncut Canadian diamonds. This eye-catching cachet was the first-ever shipment from the newly operational Ekati mine in Yellowknife, NWT. “At that moment,” a still dazzled Harden recounts, “all of the stars aligned for me. I’ve had the privilege of working with these beautiful diamonds every single day since!”
Brent Harden, President of La Maison d’Or, has spent 25 years championing Canadian diamonds, beginning with the historic first shipment from the Ekati mine in Yellowknife.
Buoyed by his catch, Harden made a trip to see the mine for himself. Not only did he get to witness the inner workings of an unheralded Canadian success story, but he was also made aware of its ancillary benefits. The Ekati mine has created hundreds of jobs for the surrounding Dene community, an Indigenous people who are part of the larger Athapaskan language family. Members of the Dene Nation enjoy some of the highest salaries a miner can earn. Further, 10% of the profits of all crystals go directly into the amelioration of that locality. “It’s incredible what that mine means to the city of Yellowknife and the local Dene people,” corroborates Harden. “Here in Ottawa, our store”—the 75-year-old, family-owned business has its flagship store in Orleans— “continues to educate clients about the beauty, brilliance, and rarity of natural Canadian diamonds—plus the meaning of what purchasing a Canadian diamond truly means to local communities. It is so fulfilling and fun to be able to honour that legacy.”
In order to spread the word even further, La Maison d’Or enjoys a mutually beneficial partnership with the Natural Diamond Council, an umbrella organization devoted to the promotion of natural diamonds worldwide through research, retail partnerships, downloadable assets, and other educational vehicles.
“The Natural Diamond Council values our partnership and vice versa,” affirms Harden, “especially now that supporting a true Canadian success story is more important than ever before. They’re a valuable aid in our mission to broadcast the quality and beauty of Canada’s natural diamonds to the city of Ottawa.”
That message is coming in loud and clear. La Maison d’Or fashions over 400 custom-designed rings, pendants, bracelets, and earrings every year using Canadian gold and labour. Over 95% of the company’s jewellery is made in Canada.
That includes Maple Leaf Diamonds, a popular product line that began around the time that Harden snatched that life-changing bag of diamonds out of the air. Developed by a family-owned company in Toronto, the brand is one of La Maison d’Or’s top sellers. “Clients love the beauty and rarity of the diamonds,” says Harden, “along with the stunning mountings Maple Leaf Diamonds has created to show them off. They even have a Canadian designer, Shelly Purdy, who designs exceptionally beautiful Canadian-themed treasures. We are so proud to collaborate with such an exceptional Canadian brand.”
Impressive as that is for the proudly patriotic Harden and his staff (including Rita, Tammy, Arpi, Tracy, Laura, Erica, Melissa, and Amey), it’s still not enough. The company remains devoted to wearing its Canadianess not only on its sleeve but on clients’ fingers, ears, and around their necks. “We are also creating our very own line of Canadian diamond jewellery,” Harden announces enthusiastically. “Manufactured in Canada by Canadians, this line will include unique engagement rings, anniversary rings, and wedding bands, all crafted in Canadian gold and platinum. We are very excited to unveil this new line in the coming months.”
From Maple Leaf Diamonds to La Maison d’Or’s own upcoming collection, over 95% of the jewellery sold in-store is made in Canada using natural Canadian diamonds, gold, and platinum.
As for the increasingly volatile state of Canada-U.S. relations, the level-headed Harden offers fellow businesses a cautious, confident perspective. His message: “Simply, hang in there!” That said, he has more detailed advice for Canadian consumers: “Support Canadian businesses as much as you can,” he offers with the same deep-set concern and signature kindliness he affords his customers. “Canada is overflowing with so many amazing businesses; we need to join forces and keep ourselves strong. The U.S. has done many good things in the world over the years, but now, it’s our time to shine.”
To shine like a Canadian-made diamond from La Maison d’Or.
By Dan Lalande | Photography by Nicolai Gregory
