The future is looking very bright for Diamond & Diamond, one of the most prominent law firms in Canada.
The firm, which has already seen incredible success, is continuing to get even bigger with an ongoing expansion on the east coast, an evolving marketing strategy, and a tech-based approach to legal services.
Jeremy Diamond became part-owner of the firm in 2013, along with his former wife Sandra Zisckind and brother-in-law Isaac Zisckind – and together, they’ve grown Diamond & Diamond from a single-office personal injury firm to a prominent Canadian law firm specializing in personal injury, corporate law, and class action litigation.
In fact, they’ve been at the forefront of massive class action suits that have claimed damages in the billions, fighting to ensure justice is done for their clients.
Now, 12 years after becoming part-owner, Jeremy Diamond has opened up about his experience at the firm and what’s next for Diamond & Diamond.
You became part owner of Diamond & Diamond in 2013. How has your role changed since then?
Jeremy: Since becoming part owner, my role has expanded significantly from focusing solely on legal matters to overseeing the firm’s strategic growth and operations. I’ve taken on a leadership role in managing our expansion into new markets, ensuring we remain at the forefront of the personal injury sector.
Beyond the legal aspect, I’ve been heavily involved in branding, marketing, and business development, which have been critical to our success. My responsibilities now extend beyond client work. I am focused on scaling the business to another level.
What were the biggest challenges in transitioning to the role of an owner?
Jeremy: One of the biggest challenges was shifting from practicing law full-time to managing a growing business. Running a law firm requires more than legal expertise, it demands a strong understanding of marketing, operations and leadership. Balancing the responsibilities of business growth while maintaining the firm’s high legal standards was a learning curve.
However, surrounding myself with the right team and embracing innovation helped ease the transition. I’m proud of what we’ve built.
How have you personally changed with the firm’s success?
Jeremy: As the firm has grown, I’ve evolved into more of a leader than just a lawyer. I’ve learned to delegate effectively, trusting my team to handle different aspects of our operations so I can focus on big picture strategy. The success of Diamond & Diamond has also reinforced the importance of adaptability, especially in an industry as competitive as law.
Above all, it’s been a humbling experience to see how our work impacts the lives of thousands of clients.
What’s been the most rewarding part of your journey so far?
Jeremy: The most rewarding aspect has been helping people navigate some of the most challenging times in their lives. Seeing our clients get the settlements they deserve and knowing we’ve made a difference is incredibly fulfilling.
Additionally, growing the firm into a household name and expanding beyond Ontario has been a huge milestone. Being able to create opportunities for young lawyers and build a strong team has also been deeply gratifying.
The firm has been expanding on the east coast – what prompted this move?
Jeremy: Our expansion to the east coast was a natural progression of our growth strategy. We saw a demand for experienced personal injury lawyers in those markets and knew we could bring the same level of dedication and expertise that made us successful in Ontario.
Additionally, we wanted to ensure that individuals across Canada had access to top-tier legal representation. Expanding eastward aligns with our long-term vision of being the go-to personal injury firm nationwide. We are excited to help injured individuals get the justice they deserve.
What have been the biggest obstacles in expanding into new markets?
Jeremy: Every new market comes with its own set of challenges, from regulatory differences to building brand recognition from the ground up. One of the biggest hurdles is establishing trust in communities where we don’t have a long-standing presence. We want to be able to open our offices and hearts to the community.
Competition is also fierce, so differentiating ourselves through marketing and client service has been essential. Fortunately, our track record and strong branding have helped us overcome these challenges.
What excites you most about the firm’s future on the east coast?
Jeremy: I’m most excited about the opportunity to bring our client focused approach to new communities. We’ve built a reputation for fighting aggressively for our clients and I believe our east coast expansion will allow us to help even more people get the compensation they deserve.
It’s also thrilling to see how our presence in these new markets will contribute to the firm’s overall growth and recognition. The future is bright and I can’t wait to see what we achieve next.
How has the firm’s marketing strategy evolved over the years?
Jeremy: Our marketing strategy has become more sophisticated and data driven over time. We’ve moved beyond traditional advertising to a multi-platform approach that includes digital marketing, content creation, and strategic partnerships.
Working with experts like Grey Smoke Media and Signature Gold has allowed us to refine our messaging and maximize our reach. The legal industry is highly competitive and our ability to stay ahead in marketing has been a key factor in our success.
What are some key elements that must be in place to successfully brand a law firm?
Jeremy: A strong brand in the legal space is built on trust, consistency and visibility. It starts with delivering exceptional legal services and ensuring that client satisfaction remains the top priority. Beyond that, having a recognizable name, a clear value proposition and a strong marketing strategy are essential.
In today’s market, leveraging digital presence, community involvement, and client testimonials are important.
Have there been any major shifts in the way legal services are marketed today compared to when you started?
Jeremy: The biggest shift has been the dominance of digital marketing. When I started, traditional advertising like TV, billboards and radio were the main drivers of client acquisition. Now, online presence, SEO, social media, and targeted digital ads play a much bigger role in reaching potential clients. The firms that adapt to these changes and embrace digital strategies are the ones that will thrive in the future.
What are the firm’s most recent success stories?
Jeremy: We’ve successfully settled several high-profile personal injury cases, securing millions in compensation for our clients. Additionally, our expansion efforts have been met with strong demand, reinforcing that our services are needed in new regions.
Our team continues to grow, bringing in top-tier legal talent to strengthen our firm. Most importantly, we continue to maintain a high level of client satisfaction, which is always our ultimate goal.
What’s next for Diamond & Diamond?
Jeremy: We’re investing in technology to improve client experience and streamline case management. Another priority is continuing to build our brand and presence through innovative marketing.
Ultimately, our goal is to keep growing while maintaining the high standards that have made us successful. We are also exploring new markets for growth.
What trends in the legal industry do you think will shape the firm’s future?
Jeremy: One of the biggest trends is the increasing role of technology in legal services, such as case management. Clients expect more convenience and accessibility, so law firms need to adapt by offering digital solutions. Another trend is the growing importance of branding and client experience, as consumers have more options than ever.
Firms that embrace these changes while maintaining strong legal expertise will continue to lead the industry.
Between expanding to new locations and establishing their place as one of Canada’s prominent law firms, there’s a lot in store for the future of Diamond & Diamond.
To stay up to date on the firm’s latest developments or to see what they can do for you, visit diamondlaw.ca.
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