Success in any business does not happen overnight. It takes creativity, a keen understanding of the field you are in, and a drive to make things happen.

But what sets the greats apart from the goods is the ability to see and act on untapped potential. Some may argue that this is only dumb luck. But, it is challenging to start something no one has ever done before. Uncharted territory is difficult to navigate, and it involves taking a lot of risks.

They are the ones we remember the most. That is how Diamond & Diamond Lawyers grew into a household name.

Setting The Scene

It is the 1980s, and personal injury lawyer David Diamond sets up a small family firm. He calls it Diamond & Diamond, an obvious nod to their family name. 

The firm does pretty well and succeeds in its mission to represent the injured and those in need. David and his staff get a reliable stream of clients that keep the firm in business.

Expansion still wasn’t top of mind. Small firms do not do that. It is often one office in one city, maybe two. Major ad campaigns are for the big firms, not small family businesses. Who has the time to manage it all? 

David’s young nephew Jeremy Diamond takes note. 

This was the scene when Diamond  & Diamond Lawyers first set their sights on serving clients in Toronto. Most people saw practicing law as a quieter profession (many still do), which does make sense. That is, considering the amount of time and effort involved to become a practicing lawyer.

But because of this view, few firms ventured out of the box when it came to promoting their firms. The system then worked, after all. Flyers and word of mouth worked perfectly well. They were able to maintain clients and stay in business. Why change things?

More Than The Status Quo

Even before graduating from university, Jeremy Diamond was already working for the firm. That was why when he got his Juris Doctor and passed the Bar, he knew he was going into personal injury law.

He kept his uncle’s best practices. Upon taking over the family firm in 2012, he made sure to keep treating his clients with respect and dignity. 

Not every personal injury lawyer gives out their phone numbers to help out clients. Jeremy does. He knew that the best way to do his job was to maintain a sincere connection with his clients.

“I was always interested in the business and helping victims. It’s important for victims to know their rights,” Jeremy said.

But the one thing that set Diamond & Diamond apart was Jeremy’s willingness to innovate. What other firms did not even consider, he saw as a lucrative opportunity.

Jeremy’s passion for his work led him to the desire for expansion of the Diamond brand into new markets. 

Advertising had already taken on new forms, ones that were not even possible before. Many other businesses were already taking advantage of them. Why were law firms ignoring the changing world of marketing and advertising?  

Brilliance And Grit 

So, Jeremy Diamond launched his first marketing campaign. His wife and brother-in-law, who were also partners in the firm, supported him all the way.

First, they started small. It was a short ad at a single radio station,  Toronto’s Z103.5. It was not too fancy; they were still dipping their toes in the water after all and wanted to garner some marketing research in the process. 

But that one ad gave enough success that they wanted to venture further.  Soon enough, they started exploring different forms of advertising.

They started producing TV commercials and then eventually transitioned to digital marketing. In it, they found immense success.

They focused on SEO and AdWords, which led to them climbing the ranks in digital spaces and garnering web traffic. 

Jeremy left no stone unturned in his marketing campaigns. He appreciated modern forms of advertising but also valued the classics. As a result, Diamond & Diamond’s marketing strategy covered radio, TV, print, and digital. Eventually they would also venture into sports sponsorships. 

“There is a stereotype that law firms are stodgy and old-fashioned, but we are the opposite,” Jeremy said. “I wanted our brand to go beyond the status quo, so we took advantage of multiple marketing techniques and communicated directly to our target market.”

This was consistent with Jeremy Diamond’s particular brand of service. He wanted his clients to feel valued and included. So, his approach was to open as many possible avenues for communication as possible.

There’s Nothing Tougher Than a Diamond

The more people they reached, the larger their clientele became. Diamond & Diamond Lawyers soon grew as one of the best-known personal injury firms nationwide.

Now, Diamond & Diamond serves clients all over the country. They currently have offices in sixteen cities across three Canadian provinces, and just opened a new office in Florida.

The firm’s success is a testament to its resilience with Jeremy at the helm.  It has flourished into an empire, a family legacy that has survived decades of change. 

Not only has it survived, but it also blazed the trail and set the standard. The firm’s motto, “Nothing is tougher than a Diamond” still rings true.