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Montreal’s Ecksand Eyes Move to SoHo
Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
Ecksand, a Montreal-based jewelry brand, is planning its move to the U.S. market.
Montreal—Ecksand, the Montreal-based jewelry brand atelier, is planning to expand into the U.S.
Founded in 2009, Ecksand creates its jewelry from start to finish in its Montreal atelier, describing it as fine jewelry with a French-Canadian flair.
The move to the U.S. comes at an exciting time for the Canadian company, having recently been awarded the Canadian National Mark, an official designation granted by Canada’s Commissioner of Competition.
In an interview with National Jeweler, Ecksand’s Creative Director and Co-Founder Erica Bianchini explained what the honor signifies, why the jeweler is headed to the U.S., and how the brand plans to put Canadian craftsmanship on the map.
The Canadian National Mark features a maple leaf marking indicating nearly the entire production process takes place in Canada. It has only been awarded to 108 companies, said Ecksand.
Founded in 2009, Ecksand creates its jewelry from start to finish in its Montreal atelier, describing it as fine jewelry with a French-Canadian flair.
The move to the U.S. comes at an exciting time for the Canadian company, having recently been awarded the Canadian National Mark, an official designation granted by Canada’s Commissioner of Competition.
In an interview with National Jeweler, Ecksand’s Creative Director and Co-Founder Erica Bianchini explained what the honor signifies, why the jeweler is headed to the U.S., and how the brand plans to put Canadian craftsmanship on the map.
The Canadian National Mark features a maple leaf marking indicating nearly the entire production process takes place in Canada. It has only been awarded to 108 companies, said Ecksand.
For the jeweler to receive the designation, auditors had to see that nearly every step of the production process took place in Canada, including its design, casting, stone-setting, and the finishing touches.
There is some wiggle room for materials that may not be available in Canada, like certain gemstones.
The jewelry must be 98 percent produced in Canada, meaning some of the materials can come from overseas. However, they have to meet Canadian standards for ethical and responsible sourcing, and are hand-selected in Canada.
Ecksand’s diamonds are sourced from Canada, as well as Botswana and Australia, states its website.
The designation requires that all manufacturing be done in Canada, that all materials be traceable, and that the company is in compliance with Canada’s purity and quality standards, in line with the Precious Metals Marking Act.
“For us, it's a really significant moment, because it's a lot more than just a certification,” said Bianchini. “Earning this, for us, is just a reminder of what we've always held very close.”
Each piece of jewelry is made by hand. A ring, for example, will go through a five-step process that takes around 48 hours of dedicated work by skilled artisans.
Ecksand Creative Director and Co-Founder Erica Bianchini
Sustainability has been an industry buzzword for years, but for Ecksand, it was a founding principle.
Sustainability is taken into consideration in the in-house production process, which includes operating on 100-percent renewable energy and implementing a careful waste management system to prevent pollutants from harming the local ecosystem.
It also affects its choice of materials, both in the jewelry itself and the product packaging, which is made of recycled components.
“We've always held ourselves very accountable, not just when it comes to the type of materials we're using, but also how long is this going to last? Because at the end of the day, that, to me, is true sustainability. It's longevity,” said Bianchini.
That idea of longevity extends itself to the jewelry design process, she said, with the goal of creating timeless designs.
A selection of Ecksand jewelry. The jewels are made by hand at the brand’s Montreal atelier.
“If you're designing for longevity, you are not cutting any corners or making any compromises when it comes to the materials either, because they're married—the noble materials, sustainable materials, and design that lasts—they go hand in hand,” said Bianchini.
To ensure sustainability and longevity, one has to have a certain level of control over the process.
“For us to be able to do that in Canada, it was a very conscious decision we made from the beginning because we were very obsessive about quality control,” said Bianchini.
While Ecksand may have begun with sustainability at heart, many other jewelry brands have since joined in promoting responsible practices, whether or not they have the credentials to back it up.
“It's all about the true quality of things and selecting something of true substance over heavy marketing.” - Erica Bianchini, Ecksand creative director and co-founder
To stand out, Ecksand keeps its focus on quality and longevity.
Ecksand’s customer demographic is people in the 35-50 age range, but rather than zero in on age or gender, the brand looks for customers who share its values.
“Our demographic is someone that is looking for something that's really modern but effortless,” said Bianchini, both in the aesthetic and the accessibility.
A gold wrap bangle with diamond pavé from Ecksand’s “Duel” collection
“They don't want it to cost a fortune. They don't want to have to mortgage their house to get an engagement ring. They don't want to have to go out of their way to get to a store because the online website isn't giving them the same experience that they would get in store. They don't want to have to fill out a quote online and wait two weeks for an estimate.”
Celebrities like Oprah Winfrey and Meghan Markle have been spotted in Ecksand jewelry, which Bianchini attributes to the brand’s craftsmanship and design.
“It's that less is more. It's all about the true quality of things and selecting something of true substance over heavy marketing,” she said.
The jeweler plans to lean into that substance-over-noise strategy for its U.S. launch.
Its U.S. clientele can only purchase Ecksand jewelry online currently and have been inquiring about a store in the States, said Bianchini, and Ecksand will soon deliver.
Ecksand plans to open a store in New York City’s SoHo neighborhood, with a tentative date set for October 2026.
The design of the store will likely take a few notes from Ecksand’s new Yorkville store in Canada.
Ecksand recently opened a store in Toronto’s Yorkville neighborhood. Customers can also visit its location in Montreal.
Binachini described the look as “a little bit Danish,” with real hardwood floors, olive trees, green displays, and a dark green ceiling.
“It almost feels homey because we want to remind people that this is all handcrafted in a very homey environment,” she said.
A look inside the Yorkville boutique
The store will offer Ecksand's bridal selection, but with larger diamonds than the styles it highlights in Canada to suit the more-is-more taste of some of its American clients.
Bianchini also noted a call for more colored gemstones from its American customers, particularly emeralds and blue sapphires.
Ecksand recently debuted its 15-piece “Wonder Pearl” collection, which brings a modern and sculptural take to classic pearl jewels.
“In a world where there's a lot of ordinary, you want to try to get the extraordinary.”- Erica Bianchini, Ecksand creative director and co-founder
Bianchini attributes the interest in colored gemstones, in part, to the rise of lab-grown diamonds.
“Ten years ago, if you had a huge six-carat diamond ring, people would assume right away, ‘Oh my God, that girl's got this crazy engagement ring. I love it.’ Now, you can get the same thing for like $4,000 bucks,” she said.
“It's not so much that they want to show off, but they need something that's more unique to them. More of like an identity badge,” said Bianchini, adding that’s where Ecksand’s designs come into play.
A selection of jewelry from Ecksand’s new “Wonder Pearl” collection
As far as the lab-grown versus natural debate, Bianchini tells customers that, in terms of sustainability, everything has its impact.
While the team provides educational information, it comes down to budget and personal choice.
Most clients, she said, will ask for recommendations based on their available budget rather than asking for a lab-grown or natural diamond in particular.
Above all, its clients are looking to stand out, said Bianchini, and that requires the Ecksand team to be “the masters of the tension between ease and edge.”
“In a world where there's a lot of ordinary, you want to try to get the extraordinary.”
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