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Engagement Ring Jeweler Kimberfire Finds Success in Virtual Consultations

kokou adzo



Jonathan Goldberg Kimberfire

We talked to Jonathan Goldberg of Kimberfire about its Toronto made and brilliantly priced engagement rings and this is what he had to say.

First of all, how are you and your family doing in these COVID-19 times? 

Jonathan Goldberg: I am doing well. Thank you. It’s been such a crazy year, but my family is healthy, and we continue to help our valued clients celebrate happy occasions in their lives.

Tell us about you, your career, how you founded Kimberfire.

Jonathan Goldberg: I founded Kimberfire in 2013 after spending over three years in banking at one of Canada’s big banks. Having spent time previously in the diamond industry, friends and colleagues were always asking me where they should purchase their engagement ring. They didn’t want to purchase something so significant online, but they also didn’t want to spend the prices being asked by high-street retail. I saw an opportunity to bring technology and a unique business model to the engagement ring purchase process, and this was the start of Kimberfire.

How does Kimberfire innovate?

Jonathan Goldberg: We make heavy use of technology to source our diamonds direct from manufacturers overseas, right alongside our clients, and design custom settings for these diamonds. This leads to an incredibly transparent and enjoyable purchase experience for our clients while also providing them with unparalleled value on the highest quality jewelry.

How the coronavirus pandemic affects your business, and how are you coping?

Jonathan Goldberg: The pandemic significantly affected our ability to meet with clients in person. We were very fortunate that we smoothly transitioned into a virtual consultation model due to our heavy reliance on technology. Now we can continue to serve our local Toronto clients as well as we always have, and we can cater to clients across Canada in the same way.

Did you have to make difficult choices, and what are the lessons learned?

Jonathan Goldberg: There were definitely difficult choices to be made this year, whether branding, marketing, operations, or HR-related – realistically, all of them at various points throughout 2020! You can only plan for the future so much, but in the end, you also need to be ready to pivot quickly and manage and take advantage of the challenges and opportunities life throws your way.

How do you deal with stress and anxiety?

Jonathan Goldberg: I love spending time with my family,…and my rowing machine!

Who are your competitors? And how do you plan to stay in the game?

Jonathan Goldberg: We have various competitors, both online and locally, in Toronto. We plan to continue focusing on our core product, being engagement rings, to provide the absolute best product and experience possible for the customer – whether virtually or in-person. We will also continue innovating through technology to support this mission.

Thank you so much for taking the time to learn about Kimberfire!

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Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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