About Us


!Xam Diamonds (the "!X" is pronounced with a click) was founded in October 2011 by brothers Jeffrey and Terry Brenner. Their goal was clear: to introduce a higher level of transparency and quality to the diamond and jewellery market in the Greater Toronto Area.

our focus

  • Presenting the highest quality bespoke custom jewellery design service and an exclusive collection of fine jewellery.
  • Personalized and intimate one-on-one service with consultations available at our boutique settings or at your office or home.
  • Experience the ultimate in transparency of process and see the journey of our ethical diamonds directly from the mine to you.
  • Over 20 years' experience in the diamond and fine jewellery industry ensuring a superior level of integrity and commitment to the client.

the beginning

Our tale begins, like all life, in southern Africa. The cradle of civilization. Sa ǁʼa ǃainsi uinsi. "We move towards a better life." This is the San motto of the Northern Cape—where we learned to mine our premier diamonds. The words are taken from the ancient !Xam people, who were nomads on these lands for millennia, and from whom we borrow our name.

They called home a place defined by rivers, so beautiful that there were no words for it. Billions of years ago, lava bubbled to the earth's surface. With this came formations of pure carbon, forged miles below the crust. These stones, when polished, mirrored the water that bore them along for tens of thousands of years. The rivers carved through the earth, and left tracks in their wake. This is where we find our premier stones. They are called alluvial diamonds, exceptionally pure. And while not all our stones are derived from alluvial sources, this is where we learned our trade, and this is who we are.

our principles

A diamond is an enduring symbol. We believe it should never be tainted, and we ensure that your !Xam diamond is produced employing the values you hold dear.

Our stones are supplied directly from selected mining and manufacturing companies with whom we havelongstanding, deep and trusted relationships. We strive for maximum beneficiation, so that stones are cut and polished in the country of origin. In this way, we aim to affirm as a foundation of our business respect, devotion, and partnership with the community.

Our certification with the Responsible Jewellery Council is a testament to our objective to manage our business while respecting the ethical, social and other guidelines put forward by an independent organization with the recognition and integrity of the RJC.

the boutique

There is nothing, anywhere in the world, like the !Xam Diamonds boutique.

Our Bay Street location is a hybrid gallery, high-end jewellery boutique and manufacturing workshop that takes our guests on a journey. Clients are able to enjoy the privacy and confidentiality of our upstairs setting as well as our one-on-one service and unique selection of gems and jewellery to suit every taste.

In Vaughan, we introduce our downtown sophistication to the northern GTA. Applying the same vision, service and quality as our 366 Bay location, !Xam Vaughan is the most exciting entrant in the fine jewellery market in the area.

Visit !Xam and enter refreshing...


At !Xam we uphold to the standards of the most credible global independent organizations.

Our diamonds are graded and certified by the Gemological Institute of America. See GIA is generally regarded to have the most stringent grading standards in the world, with results that have been affirmed by independent grading testing. Please see Grading the Graders.

The Responsible Jewellery Council is an international not-for-profit organisation bringing together more than 450 member companies, including !Xam. RJC and its members are committed to promoting responsible ethical, human rights, social and environmental practices in a transparent and accountable manner throughout the jewellery industry from mine to retail. See

Custom design. Our sales consultants are qualified designers that can assist you to create the jewellery piece you desire. Call ahead to arrange a time for a consultation.

Master jeweler. We have a master jeweler and setter with over 15 years of experience for immediate and personal advice on jewellery designs, adjustments or repairs. In addition, our fully equipped workshop will allow us to complete your orders promptly.

Repairs. We offer through our workshop a complete range of repair services including:

  • Ring resizing
  • Gold and platinum soldering
  • Stone resetting
  • Claw retipping and replacement
  • Ring shank replacement
  • Watch servicing

Engraving. !Xam offers engraving to personalize jewellery purchased for yourself or a significant other. Please ask one of our sales consultants for further information.

Lifetime warranty. All of your purchases from !Xam are covered under a lifetime warranty. This warranty will entitle you to a lifetime repair or replacement guarantee for any manufacturing defect, including, but not limited to breakage and noticeable deformation. Should a repair be required due to a defect in material or workmanship, !Xam will repair such defect without charge to you for materials and/or labor. Please note that the warranty is subject to certain terms and conditions, full details of which are set out in the “!Xam Lifetime Warranty” section of our Terms and Conditions.

Appraisal. We will evaluate for you the value of any fine jewellery that you wish to have appraised. Our appraisers are qualified gemologists with expert knowledge on local market pricing.

Jewellery insurance. !Xam is please to associate with the Personal Jewellery Insurance program offered by Jewelers Mutual Insurance Company. If you are interested in insuring your purchase from !Xam or other of your jewellery purchases, please ask one of our sales consultants to assist you with a free quote. Please note that any premiums payable under this program are payable by you, however the service and ease of use thereof is provided as a convenience for your peace of mind in ensuring coverage for your valuable purchase from !Xam.

You must be a U.S. or Canadian resident age 18 years or older to apply. This program is not available in Québec. Jewellers are not licensed brokers for Jewelers Mutual Insurance Company and cannot sell or recommend insurance. Jewelers Mutual is an alternative to other insurance companies you may be considering. Insurance coverage is not guaranteed and is subject to underwriting guidelines and application approval. Jewelers Mutual Insurance Company has provided the content of this Jewellery Insurance paragraph.

Jeffrey Brenner

Jeffrey began his career as a diamantaire in 1990. He started off in an apprenticeship role in a De Beers sightholder factory in Johannesburg, South Africa, where he learnt the different aspects of the manufacturing process. He continued as a trader in rough diamonds, including the buying, selling, and evaluation of rough stones. Thereafter Jeffrey purchased, partnered and managed a diamond cutting factory in Johannesburg to enhance the value of the rough diamonds he sourced.

In 2001, Jeffrey realized the difficulties in acquiring adequate supplies of rough diamonds for the factory and trading due to the increase in demand for rough goods worldwide in a declining supply environment. He purchased and operated a small diamond mining venture and at the same time maintained rough diamond buying offices throughout South Africa. His experience in mining led him to play a key role in identifying and securing assets acquired in 2006 by Rockwell Diamonds, Inc., a listed TSX and JSE junior diamond mining company. He also played a lead role in establishing an internationally recognized handling, valuation, and sale facility in Johannesburg.

Jeffrey has a management position with Rockwell Diamond Inc, sits on the board of directors of the Responsible Jewellery Council and is a member of the executive committee of the Canadian Diamond Bourse.

Terry Brenner

Terry's foundation of experience is in the legal profession. He served as outside counsel at leading corporate law firms in Johannesburg, South Africa, from 1996 to 1999 and in New York, NY, from 1999 to 2006. His focus was on corporate law with experience in finance and mergers and acquisitions.

From 2006 to 2008 Terry worked in a corporate finance/investment banking role at the New York office of Macquarie Securities (USA). Since 2008, he has been involved in several short and long-term projects in various sectors, including developer of and project manager for a low-income housing project in South Africa.

Terry joined his brother Jeffrey in November 2010. Since then, he has helped manage the launch of !Xam from concept to establishing a foundation to become one of the leading fine jewellery custom design houses in Greater Toronto.

Contact Us

contact us

phone: 416-366-1200


!Xam Privacy Policy
Effective as of October 2011 (the "Effective Date")

Jaybee Trading Inc., operating as !Xam, ("!Xam" or "we") has created this privacy statement in order to demonstrate our commitment to your privacy. This Privacy Policy (the "Policy") explains what information we collect about you and what we do with it. It applies to all products and services offered by !Xam, including those offered through our website located at

We reserve the right to modify this Policy at any time. We will notify you of any material changes to the Policy by posting a modified Policy at Such modified Policy becomes effective as of the posted Effective Date. We encourage you to check this page periodically for any changes.

This Policy is incorporated into, and subject to, !Xam's Terms of Use. By using or navigating the Website, or purchasing any product or service offered by !Xam, you acknowledge that you have read, understand and agree to be bound by this Policy, or any modified Policy, as posted. If you do not agree to these terms, you are prohibited from accessing or using the Website.

What information does !Xam collect?

We only collect personally identifiable information when you specifically provide it to us. The information that we collect includes your name, address, telephone/fax number, and other contact info. We generally collect this personal information on our registration and order forms, or when you call us.

When you use the Website, we also collect aggregate technical information and anonymous demographic information (e.g. IP address, browser type, screen resolution, the website that you came from, clickstream data, etc.).

What does !Xam do with the information that it collect?

We use your personal information to fulfill your orders or requests, to attempt to prevent fraudulent transactions, to improve the content of our Website and to customize the content and/or layout of pages on the Website and to contact you (if necessary). We also collect aggregate data and use it for a variety of purposes (such as: analyzing user behaviour and characteristics in order to measure interest in products and services available on our Website; evaluating

and improving our services; and, analyzing traffic to our Website).

Does !Xam share the information that it collects with third parties?

!Xam shares your information with our agents, processors and/or contractors in order to fulfill your purchase orders. We may also share your information with our affiliates and related companies and with third party service providers to manage certain aspects of the services we provide (such as maintaining our servers and processing or fulfilling orders for products and services you purchase through the Website). We ensure that the third party service providers that we share your information with have privacy policies in place substantially similar to our own.

We may transfer your information to a third party as a result of a sale, acquisition, merger or reorganization involving !Xam, its affiliates or related companies, and/or any of their respective assets.

Finally, we may also disclose your information in special cases if required to do

so by law, court order or other governmental authority or when we believe in good faith that disclosing this information is otherwise necessary or advisable (including, for instance, to identify, contact or bring legal action against someone who may be causing injury to, or interfering with, the rights or property of !Xam, the Website, another user or anyone else that could be harmed by such activities).

How long does !Xam retain the information that it collects?

We retain personal information for such period of time as we feel is necessary to ensure that you have a reasonable opportunity to access the information. If you no longer consent to us retaining your personal information, you can request that it be removed by contacting us as outlined at or by emailing us at

Is the information submitted in public forums confidential?

No. The Website may include chat rooms, forums, message boards and/or

Does !Xam use cookies?

Yes. "Cookies" are pieces of information (actually, alphanumeric identifiers) generated by web servers and stored in your computer for future access. Cookies cannot view or retrieve data from other cookies, nor can they capture files or data stored on your computer. We and our partners use cookie technology to enhance your online experience by making it easier for you to navigate through our Website or to make a feature work better. We also use cookies to track affiliates that refer you to our Website. These particular cookies are saved on your computer and collect no data from you. Generally, cookies can be disabled. The "help" portion of the toolbar on most browsers will tell you how to prevent your browser from accepting new cookies, how to have the browser notify you when you receive a new cookie or how to disable cookies altogether. If you would like to use the Website, you may do so without accepting cookies; however, you should understand that if you choose not to accept cookies, some areas of the Website may not function properly or optimally (and you may not be permitted to access certain secured areas of the Website).

Does !Xam use web beacons?

No. We do not use web beacons.

Is the Website secure?

Yes. We are committed to maintaining the security of your information; the portions of our Website that handle sensitive confidential information (such as the processing of your credit card information) are secure. We employ industry-standard security techniques available for protecting our systems from intrusion by unauthorized individuals, and we are constantly upgrading our security as better methods become available. Our data center utilizes state-of-the-art physical security measures to prevent unauthorized access to the facility. In addition, all information is stored in a secure location behind firewalls and other sophisticated security systems with limited (need-to-know) administrative access. All !Xam employees who have access to, or are associated with, the processing of personal information are contractually obligated to respect the confidentiality of your information and abide by the privacy standards we have established.

You should be aware, however, that no security measures are perfect or impenetrable. Although we use industry standard practices to protect your privacy, we cannot (and do not) guarantee the absolute security of personal information.

Does this Policy apply to linked websites?

No. The Website contains hyperlinks; by clicking on such links, you may be redirected off the Website and to a third party web site. We are not responsible for the privacy policies of any such websites. You should make sure that you read and understand the privacy policies of the third party websites that you are directed to and you should address any concerns to the third party website owner prior to providing any personally identifiable information.

How can I unsubscribe?

We sometimes email you in order to provide targeted marketing for our products and services. To unsubscribe from receiving emails from us, you can:

  • send an email to:; or,
  • complete the opt-out form located at:

Can I update/correct my information?

Yes. You may correct or update your personal information by writing to our Privacy Officer:

  • by email at:; or,
  • by mail at:
    Attn: Privacy Officer
    366 Bay St., Suite 800
    Toronto, ON
    M5H 4B2
  • completing the applicable form at: