Ottawa-based La Maison D’or, a family-owned jewelry store, took its marketing to new interactive heights last week with the official launch of DiamondTV.ca. The online channel – billing itself as a ‘personal diamond experience’ for users – was unveiled at an in-store event for key clients and local celebs.

The site’s content – aside from integrated plugs for La Maison D’or – includes tips on how to pop the question and other diamond-related videos. Additional features of the site include a free wedding planner tool and a blog.

In a contest co-sponsored by Metro Ottawa, DiamondTV.ca is asking users to submit stories about why they want to give a special someone a diamond for a chance to win a $5,000 engagement ring set and get their story told in the free daily. A second contest, asking users for engagement stories, offers prizing such as a day at the spa and 14 Karat Pearl Earrings for the best entries. The winning stories will be posted on the DiamondTV.ca Facebook group.