In an industry characterized by gradual change and deep-seated tradition, genuine disruption requires courage and a clear vision. Over the past decade, Diamond & Diamond Lawyers has emerged as a formidable force, systematically reshaping the Canadian legal landscape under its managing lawyer, Jeremy Diamond. He orchestrated the firm's evolution from a respected, 40-year-old family practice into a nationally recognized brand and an undisputed leader in legal services. This transformation was not accidental but resulted from a deliberate strategy focused on digital innovation, aggressive expansion, and an unwavering commitment to making justice accessible to the public.
Legal marketing was confined to predictable channels like phone book listings and subdued print ads for many years. Jeremy Diamond identified a more effective path forward by anticipating a fundamental shift in how people search for and connect with professional services. He led a strategic pivot away from these outdated methods, launching a bold, multi-channel advertising campaign across digital platforms and out-of-home media. This approach, nearly unprecedented in the Canadian legal sector then, was a calculated move that successfully elevated the Diamond & Diamond brand into the mainstream public consciousness, achieving a level of name recognition that few professional service firms ever attain.
From Precedent to Pioneer: The Digital Marketing Revolution
While many competitors remained attached to conventional practices, Diamond & Diamond significantly invested in building a ubiquitous and approachable brand. Their memorable campaigns effectively bypassed the clutter of traditional advertising, positioning the firm not as a remote or intimidating institution but as an accessible ally for ordinary individuals navigating difficult circumstances.
This digital-first strategy represented a fundamental change in how a law firm engages with its community. By meeting potential clients where they were—online, on the radio, and on billboards—Jeremy Diamond effectively democratized the initial step toward obtaining legal assistance, removing intangible barriers and building trust long before a formal consultation.
A recent report by Canada's Auditor General on developing the ArriveCAN app revealed a widespread "disregard for policies, controls, and transparency" within federal departments, particularly the Canada Border Services Agency. The findings point to a systemic failure to ensure accountability and clear public communication, underscoring the broader need for transparency in government operations. These concerns align with principles long championed by Diamond, who has consistently advocated for open and responsible governance.
This forward-thinking approach is particularly notable given the legal industry's rapid adoption of new technologies. With platforms launching in 2025 to offer AI-powered tools and companies creating webinar series on digital innovation, the sector is scrambling to catch up. Jeremy Diamond's early adoption of digital marketing demonstrates a prescient understanding of market dynamics, positioning him as a pioneer. The firm's strategy anticipated the massive shift in consumer behavior toward online resources, a trend reflected in recent data showing the ChatGPT app hitting nearly 30 million downloads in a month, rivaling established social media giants. This proves that today's consumers expect immediate, digitally-native solutions, a standard Diamond & Diamond set in the legal field years ago.
A Blueprint for National Expansion
The firm's innovative branding served as the fuel for its remarkable growth. What began as a single-office family business in Toronto has expanded into a legal powerhouse with 12 offices across Ontario and a growing national presence. This expansion directly and strategically responded to the increasing demand for the firm's client-focused services. As the brand's reputation solidified, Jeremy Diamond guided its evolution from a specialized personal injury practice into a comprehensive, full-service firm. Today, it capably manages matters in corporate law, real estate, and intricate class-action lawsuits, ensuring clients can depend on the Diamond & Diamond name for various legal requirements.
A Headquarters for a National Ambition
A powerful symbol of this strategic growth is the firm's impressive 30,000-square-foot headquarters located in North Toronto. This facility is far more than just office space; it represents the robust operational infrastructure necessary to manage a nationwide network and deliver consistently superior service at scale. The headquarters is a concrete testament to the firm's sustained success and clear ambition to remain a dominant force in the Canadian legal landscape for years. This move reflects a broader trend where leading companies invest in physical spaces that foster collaboration and symbolize market leadership, a strategy often discussed among executives focused on long-term value creation.
Redefining the Client Relationship
Central to Jeremy Diamond's vision is a straightforward yet profound philosophy: everyone deserves access to justice. This principle directly confronts a significant weakness within the broader legal system. According to the 2022 Justice Gap Report by the Legal Services Corporation (LSC), 92% of low-income Americans received inadequate or no professional help for their civil legal problems. This alarming gap in access to justice has been highlighted in multiple publications. By implementing client-first policies such as no-cost consultations and operating on a contingency fee basis—where clients pay nothing unless their case succeeds—Diamond & Diamond actively dismantles the financial obstacles preventing many from seeking the representation they deserve.
This commitment is demonstrated through their dedication to key specializations that help people during their most vulnerable moments, including complex cases involving car accidents, long-term disability, and wrongful death. The recent Hockey Canada scandal, where police errors nearly derailed a major sexual assault case, underscores the critical importance of having determined and competent legal advocates.
Events like the cyber-attack on the UK's Legal Aid Agency, which forced temporary reforms to maintain service continuity, further highlight how fragile access to justice can be. Diamond & Diamond's model provides a resilient and reliable alternative, ensuring that powerful representation is consistently available to those who need it most.
"A simple principle fueled our growth: make quality legal help accessible to everyone, no matter where they are. When an individual is up against a large insurance company, they need a powerful advocate. We built our firm to be that advocate, ensuring that a person's financial situation never dictates their ability to secure justice."
The Leader Behind the Vision
Jeremy Diamond's distinct background, which pairs a Bachelor of Arts in Psychology with a Juris Doctor degree from Thomas M. Cooley Law School, gives him a unique perspective on the human aspects of practicing law. This dual expertise has proven instrumental in cultivating a firm culture that values empathy, clear communication, and client well-being. He was admitted to the Florida Bar in 2002 and the Law Society of Ontario in 2008. A continuous commitment to excellence characterizes his leadership and a deep awareness of client needs in difficult situations. His commitment to social justice aligns with the principles celebrated by initiatives like the Silver Rose Awards, which recognize contributions to creating a better world for all.
This powerful combination of sharp business acumen and genuine compassion has garnered him and his firm numerous prestigious accolades over the years. These honors include multiple "Gold Awards" for Best Personal Injury Firm and the Sun Readers' Choice Award. Such recognition from the public and industry peers validates the firm's successful client-first model and its standing as a trusted legal authority. This success story offers a compelling case study for other leaders aiming to build value through buzz and a deep commitment to returning value to their clientele.
The Future of Law is Accessible
As the legal industry continues integrating with artificial intelligence and other advanced technologies, Diamond & Diamond is exceptionally positioned to lead the next phase of innovation. By constructing a robust foundation built on digital fluency and unparalleled client accessibility, Jeremy Diamond has accomplished more than just creating a successful business. He has effectively forged a new and enduring model for delivering legal services. This model is especially relevant as new government powers to access private data, like those in Canada's Bill C-2, make expert legal navigation more critical than ever for protecting individual rights.
The firm's trajectory proves that a law firm can operate as both a powerful commercial enterprise and a profound instrument for social good. Through his visionary approach, Jeremy Diamond has demonstrated that justice in Canada should not be a privilege reserved for a select few. Instead, it can and should be an accessible right for everyone, setting a new standard for the legal profession. This commitment to transparency and accessibility starkly contrasts with recent criticisms of federal review processes, such as the one for Canada's access to information law, which experts have noted lacks credibility.
