The National Diamond Store has retained Ariad Communications of Toronto to undertake a branding initiative. The National Diamond Store is an umbrella brand for a group of independent jewellers that are members of the Canadian Jewellery Group. Ariad's assignment is to "redefine" the existing brand in order to make it more compelling and differentiated, as well as to foster greater engagement with consumers. "We were impressed by Ariad's approach," said Beth Saunders, general manager of The National Diamond Store. "They had the category insights and approach that convinced the selection committee Ariad was the right choice for our brand."