Goldsmiths creates Canadian Ice fixture in Westfield store

The ‘shop in shop’ fixture, based at the Westfield White City store, London, is the first Goldsmiths has built – with the hope of opening more later on – and the dedicated area showcases Canadian Ice’s luxury collection, giving customers an insight into its story.

Canadian Ice has developed a reputation for ethical commitments and high levels of craftsmanship. The diamonds are mined in Canada and cut in the historic diamond cutting city of Chiang Mai, Thailand.

The stand gives Goldsmiths the chance to celebrate its commitment to ethical diamond jewellery and world class diamond cutting. Justin Stead, chief executive officer of Aurum Holdings, owner of Goldsmiths, commented that the relationship has been “successful” over the past year.

“To celebrate this success we are happy to be creating this exclusive ‘shop in a shop’ environment for our customers to enjoy the brand. It will also give them the opportunity to experience its collection in a dedicated environment that reflects Canadian Ice as a brand, celebrating its values and beauty.”