This article on Jeremy Diamond and Diamond and Diamond Law will form part of our “Clearway Investigates” series. We have been doing investigative journalism for companies like Fasken and Co-Op Legal Services.

Chances are if you are from Ontario you have probably seen some Diamond and Diamonds advertisements. They seem to be all over the place. Around 2018 the law firm started to expand to Alberta and BC as well.

There has been much good and bad said about the company. They have had a lot of Toronto Star articles written about them, and everyone always seems to be discussing Jeremy Diamond and Diamond Law. Despite being somewhat notorious in the legal industry, they have been very successful.

But are they a good law firm to hire? Do they generate results for their clients? Do they engage in unethical business activities?

This article will dig through customer reviews, articles written about them, and any other information we could find. If you find it useful, please consider sharing it on social media or sending it to someone who needs a personal injury lawyer.

No one asked us or paid us to make this article. If you want us to expand on this article, let us know what we missed. Let’s start with the most basic question.

What Is Diamond Law?

Diamond Law is a personal injury firm based out of Toronto, located in North York at 255 Consumers Street. They are very famous in Canada, and Ontario in particular.

Its office is large, with over 50 employees working there.

Photo: This is the lobby area of the North York Diamond office. This is where you check in with reception, and then wait for a lawyer to come to get you and bring you through the doors.

Diamond Law Partners and Owners

I’ve been to their office numerous times in the past to meet with the partners and owners to talk about marketing and referrals. I’ve mostly met with Sandra Diamond and Isaac Zisckind.

They are both very intelligent business people. Sandra can either be lovely or in a super bad mood depending on the type of day she’s having. Isaac feels like someone you’ve been friends with your whole life the first time you meet him. I’ve never seen him in a bad mood.

Despite my going to Diamond Law’s Toronto office multiple times, and its Vancouver office once, I only saw Jeremy Diamond once. And it seemed like he was just popping in to say hi. I don’t think he actually manages the office or practices law. I think he’s the face of the company, and Sandra (his wife) and Isaac run the business. Jeremy might be involved in marketing behind the scenes only.

The firm focuses on personal injury, and its main competition (at least in Toronto) is Pace Law Firm, Neinstein Law, Preszier Law, and Thomson Rogers (not Thomson Reuters.) Diamond Law appears just after these law firms in an internet search for “Personal injury law Toronto.”

The firm used to do areas of law like family law and immigration law. But it seems they have gotten away from that now.

They now do some real estate, corporate, and class action law. But its bread and butter is still personal injury law and class action lawsuits.

Photo: As you know, Jeremy Diamond wants to be, and has indeed become a celebrity. When you walk around Toronto, you will see his face everywhere.

Who Is Jeremy Diamond?

Jeremy is a lawyer in both Ontario and Florida. He became an attorney in 2008, but I don’t believe he actually practices law. It’s my understanding that he is the face of the firm, and mostly does media interviews and marketing. He also probably builds referral arrangements with other law firms and deals with issues like Law Society investigations.

Diamond Law rebranded around 2012, with the hopes of becoming a power brand in the injury law space. Prior to that, it had just been a regular law firm. The marketing for Diamond Law is inspired by the aggressive marketing seen down in the United States. You can see an example of this below. Meet the Texas Law Hawk.

What Was The Result of The Lawsuit?

As you can see, personal injury lawyers in the United States don’t mess around. Prior to Diamond Law, this sort of advertising wasn’t often seen in Canada.

The About page on the Diamond Law website talks about a number of lawsuits that Jeremy Diamond filed, but it says that the firm or his wife handled the cases. Again, it is my understanding that Jeremy does not practice law. It’s also unclear what the results of filing the lawsuits were. Filing a twenty million dollar lawsuit against York University doesn’t matter… What was the result?

When reading marketing material for personal injury firms, make sure to think critically. Don’t be impressed with the large dollar values that they throw out there. Because they filed a $2M dollar lawsuit against someone, it doesn’t mean you will get $2M if you hire them. That’s wishful thinking.

Again, on the Diamond website, it says that the firm filed around a billion dollars of class action lawsuits related to COVID-19. A big number, but what happened? Chances are it’s going to be ongoing for maybe a decade. And then maybe they will lose? Who knows?

Photo: This is one of the books in the lobby that shows off some of the positive media that Diamond has gotten over the years.

The Diamond Law Website

This section will mostly talk about Diamond from a marketing point of view. If you are a consumer looking for a lawyer, you can skip this section, unless you are curious.

The website is top-notch and has every last piece of cool functionality that a website could have. It can be a bit much and annoying at times, but it’s still cool.

There is a pop-up that says “How can I help you?” A video of Sandra Diamond talking appears right next to the pop-up. There was another one that said, “yes/no do you have a legal issue we can help you with?”

Some of the pop-ups you can’t close, which is super annoying. It just follows you no matter where you go on the website.

According to the website, there are around 50 staff who work at Diamond Law. Some of the people on the list are non-lawyers, like Diana Lakossavas. She’s the Toronto office manager, and she’s a super nice and smart person. Richard Chang is the Vancouver office manager. I haven’t met him, so I don’t know what he is like.

Details about the law firm

The firm has main offices in Toronto, Edmonton, Barrie, London, Calgary, Ottawa, Sudbury, Surrey, Windsor and Vancouver. The rest of their offices are just “at need” office space.

The firm also advertises the articles they write for Entrepreneur Magazine. The section where these articles show up is called “Entrepreneur Contributors.” According to the Entrepreneur website, in order to become an entrepreneur leadership network contributor, you need to complete an application form.

You then do an interview with the magazine’s sales team, and you have to make a payment. I was shocked that Entrepreneur doesn’t label the “paid posts” as sponsored content. Instead, they call it “contributors.”

It doesn’t matter when small magazines or blogs do these sorts of things, but Entrepreneur Magazine is known to be legitimate and trustworthy. I don’t blame Diamond Law for this, it’s the fault of Entrepreneur Magazine.

Photo: The team that runs Diamond… Sandra Diamond and Isaac Zisckind are on the left.

Media Reports

There have been over ten negative reports, mostly about Jeremy Diamond in the news. Most of the reports were written in the Toronto Star, by the same reporters. Those reporters are Kenyon Wallace and Michele Henry. It’s unclear why they have such a vendetta against Diamond Law. They must have a personal connection who fell out with the law firm or something.

The original story that set off the chain of other stories came out on December 3, 2016. It was then updated on September 24, 2021. The title was “Diamond and Diamond Under Fire.”

The main issue in the story was that Dimond and Diamond got paid money for referring work to other law firms. I did not see an issue with this.

More Articles About Jeremey Came Out

Another story came out only five days later titled “Allegations of lewd texts to assistant put Jeremy Diamond in the Rough.” This article focused on harassment within the firm. It’s clear given that the stories were coming out back to back that the journalists wanted to bring down Diamond. The texts mentioned in the article are hard to read as they are so awkward… It’s extremely sexual.

The journalists continued their attack into 2017 with other articles about lawyers’ advertising. An article was titled “In Wild West World of lawyers ads, personal injury firms make dubious claims.”

Journalist Betsy Powell took over the attack on behalf of The Star in 2021, with the article “Toronto lawyer Jeremy Diamond retracts admission to professional misconduct…”

You can read the stories yourself and come to your own conclusions. Keep an open mind and try to get both sides of the story.

Photo: View from the Diamond Law Toronto office

Online Reviews

In reading the online reviews for Diamond on Google Reviews and Clearway Law, it doesn’t seem that the public cares much.

The firm’s online reviews aren’t great, but it’s not terrible either. Its Vancouver office has a 3.8-star review.

Its Toronto office has 4.3 stars.

Many law firms get bad reviews online.

Diamond Law and Jeremy Diamond Conclusion

Everything in this article being said, Diamond Law is one of the best personal injury law firms in Canada. They take on very large cases, and also small cases, and they have managed to attract top personal injury lawyers to their firm (because of their large marketing budget.)

At the very least, it’s worth going in for a consultation to see how things go. You can meet with a few other law firms and then pick the one that is best for you.

Reach out to us with questions about this article. We will try to expand it to answer the questions!