The 1980s were a decade of bold risks, hard-fought survival, and extraordinary opportunity. From expanding into downtown Edmonton and weathering Alberta’s economic collapse to forging global relationships in Brazil, Antwerp, and beyond, Ralph’s relentless pursuit of exceptional gemstones and ideal-cut diamonds transformed Vandenbergs from a local jeweller into an industry innovator.
K

1980

It was the 80’s. The economy was booming, the store was doing well, and Ralph was ready to take the lead. The family decided to open a second store in downtown Edmonton in the Continental Bank Building (now the Hong Kong Bank building). Debt was secured using family land as collateral, and the new store opened in the fall of 1980. Senior ran the Capilano store, Ralph ran the new store, and Jean continued with her 3 card shops..

1980

It was the 80’s. The economy was booming, the store was doing well, and Ralph was ready to take the lead. The family decided to open a second store in downtown Edmonton in the Continental Bank Building (now the Hong Kong Bank building). Debt was secured using family land as collateral, and the new store opened in the fall of 1980. Senior ran the Capilano store, Ralph ran the new store, and Jean continued with her 3 card shops..

1981

The National Energy Program was instituted by the federal government, which decimated the Alberta economy. Practically overnight, everything stopped. Annual sales for all 5 of the family stores went from 1.6mil down to 250K. With the bank threatening foreclosure, they were forced to lay off all their staff and sell the land that secured the loan. Thankfully, a bidding war erupted over Jean’s card shops as Carlton Cards tried to invade Hallmark’s territory. Over the next few years, one by one, the card shops sold, which helped the jewellery store survive.

1984

Alberta Treasury Branch was a provincial Crown Corporation in the 80’s and they were given a mandate to save small businesses from the fallout of the National Energy Program. ATB stepped in and agreed to take on VJ’s debt from our existing lender, saving our business from bankruptcy. In so doing, they won our loyalty for all time.
“Back in the ’70’s and 80’s, diamonds were king. And really, only white diamonds. Coloured diamonds were something in the ether; no one really talked much about them. So too for much of the Coloured stone market. Everyone knew about the big three: Ruby, Emerald and Blue Sapphires. And then there were the birthstones, but they were mostly just synthetic and for family rings and the like. Few people even knew of the existence of vibrant Rubilite tourmalines, or intense Imperial Topazes. Bringing back the volume and variety of amazing stones from Brazil set us apart from any other retailer in town. We had a selection that rivaled many gem dealers. It’s something that continues to set us apart from our competitors to this day.”
 
– Ralph
 

1985

Realizing that the store needed to set itself apart, Ralph convinced his dad to take on the biggest gamble of their lives. Ralph sold everything he had to scrape together $15000 USD and headed off to Brazil, where he knew many of the world’s finest gemstones were found.

Ralph had decided early in his career that he wouldn’t settle for being a typical retailer. He wanted to know the entire journey of gemstones; from the prospectors who found the gems all the way through into his client’s hands. Brazil introduced him to that world and further ignited his growing passion for precious gems.

Ralph set off to find his treasure with his friend, Roger McBean (who had travelled to Brazil extensively). Through some ‘creative’ maneuvering, Ralph was able to parlay that original $15,000 into what would have sold in the United States or Canada for $150,000 at wholesale!

And find treasure they did! Stunning aquamarines, tourmaline, Imperial topaz, amethyst, citrine, and so many more. Bringing them home, Ralph introduced these beautiful gems to a Canadian market that had so far only known about emeralds, rubies, and sapphires. This integral decision changed forever the trajectory of Vandenbergs Jewellers.

1985

Realizing that the store needed to set itself apart, Ralph convinced his dad to take on the biggest gamble of their lives. Ralph sold everything he had to scrape together $15000 USD and headed off to Brazil, where he knew many of the world’s finest gemstones were found.

Ralph had decided early in his career that he wouldn’t settle for being a typical retailer. He wanted to know the entire journey of gemstones; from the prospectors who found the gems all the way through into his client’s hands. Brazil introduced him to that world and further ignited his growing passion for precious gems.

Ralph set off to find his treasure with his friend, Roger McBean (who had travelled to Brazil extensively). Through some ‘creative’ maneuvering, Ralph was able to parlay that original $15,000 into what would have sold in the United States or Canada for $150,000 at wholesale!

And find treasure they did! Stunning aquamarines, tourmaline, Imperial topaz, amethyst, citrine, and so many more. Bringing them home, Ralph introduced these beautiful gems to a Canadian market that had so far only known about emeralds, rubies, and sapphires. This integral decision changed forever the trajectory of Vandenbergs Jewellers.

“Back in the ’70’s and 80’s, diamonds were king. And really, only white diamonds. Coloured diamonds were something in the ether; no one really talked much about them. So too for much of the Coloured stone market. Everyone knew about the big three: Ruby, Emerald and Blue Sapphires. And then there were the birthstones, but they were mostly just synthetic and for family rings and the like. Few people even knew of the existence of vibrant Rubilite tourmalines, or intense Imperial Topazes. Bringing back the volume and variety of amazing stones from Brazil set us apart from any other retailer in town. We had a selection that rivaled many gem dealers. It’s something that continues to set us apart from our competitors to this day.”
 
– Ralph
 

1986

In a further bid to set VJ apart from its competitors, Ralph started selling ideal cut diamonds. He began a relationship with a small local diamond dealer who provided him with beautiful ideal cut stones.

Meanwhile, during his multiple trips to Brazil, Ralph began helping the Alberta Provincial Museum build their gem collection by having his clients purchase museum quality pieces sourced from Brazil, appraised at current market value, and then donated to the museum for a “donation in-kind’ tax write off. Ralph was responsible for the donation of 30 to 40 significant gems weighing thousands of carats and valued (at the time) in the hundreds of thousands. Even today, these gems are prominently displayed in the Royal Alberta Museum’s Gemological exhibit.

The lease expired on the Capilano store. Choosing to continue with one location, Ralph Senior joined Ralph in the downtown store.

“The Brazil years were very formative for me. Apart from one trip to Europe with my father when I was young and a few short trips to the US, I really hadn’t travelled. The 20+ years of traveling in Brazil were a real baptism by fire. They involved sunrises on the beach (when I had no money left for a hotel), trips down deep mine shafts, 5-star hotels (when I did have money), sharing crazy bus rides in the interior with goats and chickens, or sleeping in favelas (slums) while visiting some of the miners. We did it all.But meeting people in all walks of life, where they are, spending actual time together, talking, breaking bread (and rocks), gave me a perspective that I carry to this day and it has really guided Vandenbergs’ philosophy.

Everyone has value. Everyone can teach you something if you just listen. You really can’t judge a book by its cover. You have no idea what a person has been through, or what they’re about, until you spend time with them.”

 
– Ralph
 

1986

In a further bid to set VJ apart from its competitors, Ralph started selling ideal cut diamonds. He began a relationship with a small local diamond dealer who provided him with beautiful ideal cut stones.

Meanwhile, during his multiple trips to Brazil, Ralph began helping the Alberta Provincial Museum build their gem collection by having his clients purchase museum quality pieces sourced from Brazil, appraised at current market value, and then donated to the museum for a “donation in-kind’ tax write off. Ralph was responsible for the donation of 30 to 40 significant gems weighing thousands of carats and valued (at the time) in the hundreds of thousands. Even today, these gems are prominently displayed in the Royal Alberta Museum’s Gemological exhibit.

The lease expired on the Capilano store. Choosing to continue with one location, Ralph Senior joined Ralph in the downtown store.

“The Brazil years were very formative for me. Apart from one trip to Europe with my father when I was young and a few short trips to the US, I really hadn’t travelled. The 20+ years of traveling in Brazil were a real baptism by fire. They involved sunrises on the beach (when I had no money left for a hotel), trips down deep mine shafts, 5-star hotels (when I did have money), sharing crazy bus rides in the interior with goats and chickens, or sleeping in favelas (slums) while visiting some of the miners. We did it all.But meeting people in all walks of life, where they are, spending actual time together, talking, breaking bread (and rocks), gave me a perspective that I carry to this day and it has really guided Vandenbergs’ philosophy.

Everyone has value. Everyone can teach you something if you just listen. You really can’t judge a book by its cover. You have no idea what a person has been through, or what they’re about, until you spend time with them.”

 
– Ralph
 

1987

Finding that the local diamond dealer couldn’t supply as many stones as Ralph’s growing store needed, Ralph heard that a major diamond supplier specializing in Ideal Cut diamonds would be at an International Jewelers Organization gathering in Chicago. At the event, Ralph started a relationship with Overseas Diamonds out of Antwerp, Belgium.

As time went on, Ralph realized that the diamonds he was getting from Overseas looked very much like the stones he was getting locally. So, he called Davy Lapa, the owner of Overseas Diamonds, and asked if he knew the dealer, which he did! The diamonds that he had been buying had all come from the Overseas Diamond cutting factory. But Ralph valued his relationship with the local dealer, so he made a deal with Davy to just send the stones he ordered to the dealer, and he would continue to purchase the stones through them. This arrangement lasted for several months until the dealer called Ralph to thank him but to give him permission to just buy directly from Davy.

Impressed by Ralph’s integrity, a strong friendship grew between Davy Lapa and Ralph. At the time, Davy was one of the most influential global diamond players, and that friendship would soon introduce Ralph into the highest levels of the global diamond industry.

1988

Rumors began circulating that diamonds would be found in Alberta, which sparked an idea in Ralph. He approached the Alberta gov’t and suggested collecting their potential royalties in rough diamonds, as they were already doing with oil and gas, which could then launch a new Alberta industry via a cutting factory. After getting them excited, Ralph asked Davy Lapa for an introduction to DeBeers, who at the time had a solid monopoly and control over all the diamond rough in the world. In those days, it didn’t matter how much money you had, you couldn’t buy rough without DeBeers’ approval, who either owned or had under contract over 80% of the world’s diamonds. They would not look favourably on a cutting industry so far from the diamond centers.

During that introductory meeting, Ralph (craftily) told them what the Alberta gov’t was planning and suggested a meeting between DeBeers and the AB gov’t. Since releasing rough as royalties would impact their monopoly, Ralph had gotten their attention!

1989

The DeBeer’s Canadian rep flew out to meet with Ralph and two senior economic advisors with the Alberta government. Realizing the potential of the trade deal, the gov’t advisors asked Ralph to produce a diamond market study. It was decided that Ralph and Klaus (an AB gov’t rep) would fly to key locations around the world and DeBeers offered to open doors for them that were closed to all but a few insiders.

K

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