The alliance envisages that under this strategic alliance Diamonds  Unleashed will only be using CanadaMark diamonds, which is owned by Dominion Diamond Corporation, in pursuing initiatives surrounding the women's empowerment movement. The BeBrilliant Collection for Neiman Marcus launches this month and the first collection of co-branded Diamonds Unleashed jewellery featuring CanadaMark diamonds is expected to debut in March-April 2016 at retailers HSN and Neiman Marcus. 

The main thing is that Diamonds Unleashed is a brand with a social purpose launching this December to promote and support women's empowerment. The mission is to engineer a great rethink about how diamonds are bought, given and perceived and then to use that shift as a platform to address issues that enable women to achieve their potential. The brand will be brought to life through a collection of jewelry and other products, a powerful network of influential ambassadors, and a platform of compelling content that is educational and engaging. 

As Kara Ross elaborates about the new brand, “From the conception of Diamonds Unleashed it has always been my goal to partner with CanadaMark diamonds. They are the epitome of an ethical brand partner. Canadian mines from where CanadaMark diamonds are sourced are completely committed to working with and benefiting their local Aboriginal community partners, protecting the environment and promoting a safe and healthy workplace with fair pay for all workers. The prestige of their diamonds speaks for the quality I would like my Diamonds Unleashed products to have.”