Hong Kong: Montreal-based Birks Group has tied up with online retailer Luxify to sell top-end polished diamonds to consumers in Asia, reports Rapaport.

The companies will offer rare diamonds of Canadian origin on the Luxify ecommerce site, including the 35.11-carat, fancy dark yellowish-brown ‘Radiant North,’ described as the country’s largest colored diamond. The pair will also sell a 4.05-carat intense purple pink diamond and an emerald-cut, 7.01-carat, D-color, flawless diamond.

“It is a wonderful opportunity for us to introduce Birks’ unique Canadian diamonds to our local markets,” said Florian Martigny, co-founder of Hong Kong-based Luxify. “Chinese buyers continue to invest in diamonds, making the nation the world’s second-largest market for diamonds.”

The partnership represents a shift into a new market for Birks as it currently operates 46 jewelry stores across Canada, Florida and Georgia.