Lyssa is a seasoned professional in the jewelry industry, boasting over 25 years of experience. In 2006, she was already making waves, representing a finished jewelry manufacturer with a client base that included major U.S. jewelry chains. Her expertise and connections led her to meet, marry and join forces with Benjamin King at Venus Jewel in 2009 when DeBeers launched their Forevermark branded diamond. She played a pivotal role in assisting Forevermark retailers, further solidifying her reputation as a trusted and knowledgeable figure in the industry.In 2020, Lyssa and Benjamin combined their passion for ideal cut diamonds with cutting-edge technologies to establish a state-of-the-art cutting facility, focusing on ideal cut fancies. This venture aimed to differentiate their new company and ensure an abundant supply of exceptional rough diamonds suitable for these ideal cuts. Thus, Diamonds de Canada was born with Lyssa serving in marketing and operations.Choosing Yellowknife, Canada, as the location for their cutting facility was a strategic move. Yellowknife lies in the heart of the Northwest Territories, an area known for its rich diamond deposits. Moreover, the Government of the Northwest Territories has a beneficiation agreement, encouraging rough diamonds to be mined, cut, and polished within the region. This alignment with ethical and sustainable practices reflects Lyssa's commitment to responsible sourcing and environmental consciousness.In her current role as the President of Lands Collection by Diamonds de Canada, Lyssa leads with a passion for storytelling. She intricately narrates the journey of natural diamonds and the lands they originate from through captivating diamond jewelry collections. Lands Collection doesn't just sell jewelry; they curate experiences that connect people with the timeless beauty and history of the Earth, connecting the persona of the diamond and the wearer. This fusion of luxury and sustainability is at the core of Lyssa's vision, as she seeks to amplify their narrative worldwide and redefine elegance in the jewelry industry. She welcomes creative minds and dedicated retailers to partner with her and be part of this transformative journey.