National Jeweler Network

Market Developments

Canadian co. takes diamond cutting on the road

August 29, 2014

Prince Albert, Saskatchewan--Diamond cutter and polisher Embee Diamonds is embarking on a tour of stores in the United States next month to give consumers the opportunity to try their hand at cutting a diamond.

With the “Southern Stars: Meet the Cutter” tour, Embee is aiming to teach consumers about the process so that they will be able to make a more informed decision when buying a diamond, the Saskatchewan-based company said. 

Embee will do this by giving them the chance to watch Embee President and master cutter Mike Botha cut and polish a diamond, and ask him any question related to designing, cutting and polishing the stones. 

Embee will bring along its mobile polishing bench to give consumers the opportunity to cut and polish a diamond themselves, have their photograph taken, share it on social media and enter a drawing for a limited-edition diamond.

Additionally, Embee will take part in two guild meetings for the American Gem Society while on tour.

The “Southern Stars” tour schedule is as follows.

--Sept. 24 and 25: Stanley Jewelers Gemologist, North Little Rock, Ark.
--Oct. 1: New Approach School for Jewelers, Franklin, Tenn.
       AGS Tennessee Guild, Franklin
--Oct. 2: J. Bacher Fine Jewelry Design, Harrisburg, Ill.
--Oct. 3: Summa Jewelers, St. Louis
--Oct. 6: Underwood’s Jewelers, Jacksonville, Fla. 
       AGS Northeast Florida Guild, Jacksonville
--Oct. 8: Bromberg’s, Birmingham, Ala.

Embee Chief Operating Officer Evert Botha said, “Our customers are our brightest stars. We have always maintained that our independent, family-owned jewelers are the most valued, trusted and respected brands, the pillars in their communities. Some of our customers span multiple generations and are all invested in their communities. That means a lot to us.”

Mike Botha has four decades of experience in the profession. His training and career began in South Africa and also has taken him to Russia and all around the territories of Canada.

He has worked as the occupational certification officer for the diamond industry in the Northwest Territories under the Department of Education, Culture and Employment as well as the technical consultant for the Department of Industry, Tourism and Investment for their Government Diamond Certification program.