How Lawyer Jeremy Diamond Revived A Decades-Old Family Legacy

With the leadership of Jeremy Diamond, the firm opened up its main office in Toronto back in 2012. Since then, they have expanded to 16 cities across Canada and 60+ lawyers. Diamond & Diamond often comes across as a young and modern firm. After all, it pioneered modern marketing strategies for law firms across the country. Instead of the traditional flyers, they used digital marketing to attract clients. But did you know it has a much longer history?

Diamond & Diamond’s Beginnings

Despite its more recent resurgence, Diamond & Diamond is a decades-old family business. Jeremy Diamond’s uncle David founded the firm over thirty years ago.


Back then, it was a fairly modest firm, much like many other personal injury law firms in the country. Advertising was not much of a priority, as was the norm. 


It stayed that way for several years. There was no urgent need to innovate. Most personal injury law firms stuck to more traditional forms of advertising. Flyers, brochures, billboards, and newspaper ads were common.


Smaller firms were often content with staying that way. As long as they got enough clients to keep it running, that was A-okay. At the time, there wasn’t this aggressive appetite to rapidly scale teams and expand to new provinces.


Diamond & Diamond was content with its size. But something was about to change that. That something was the leadership of Jeremy Diamond

Jeremy Diamond’s Revitalizing Leadership


Turning a small family firm into a nationwide sensation does not happen overnight. It takes a lot of work, not to mention decisive leadership and a clear vision of what the firm could become.


Jeremy grew up watching his uncle run the firm and help personal injury victims across all walks of life. This instilled in him a passion for service that stuck with him all his life.


It also pushed him to become a great lawyer. He graduated with a focus on psychology from York University in 1995. A few years later, in 2001, he received his Juris Doctor from the Thomas M. Cooley Law School.


Alongside their regular operations, Diamond gave high priority to marketing. Most firms were content with “business as usual”, but not Jeremy.


They started with something small – a radio ad aired by Toronto’s Z103.5. But that tiny

spark soon spurred a successful strategy that the firm employs to this day.


The firm soon began producing TV commercials and then transitioned into digital spaces. Diamond & Diamond Lawyers expanded into the search space with AdWords and SEO. This placed them well ahead of other firms in the area.

Personal Injury Law and Beyond

Onwards and upwards is how we see Diamond & Diamond under Jeremy’s leadership. It has come a long way over the past thirty years.


The firm has since grown into a nationwide law firm with offices in BC, Alberta, Ontario and now Florida. The team also hit a big milestone, employing over 60 lawyers.


It must be a joy for his family to see how much their firm has flourished through the years. 

Thanks to Jeremy, his family’s legacy remains “tougher than a diamond”. With how Jeremy Diamond prizes innovation and growth, we can be sure to see more of the firm in the years to come.

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