After a decade, Personal Injury Lawyer Jeremy Diamond remains top of mind

Since launching in 2013, the law firm has since expanded from a single Toronto office of 10 employees to more than 20 offices employing over 200 people. Today, it’s the largest personal injury firm in the country. 

As a 2021 profile touched upon, personal injury law firms a generation ago didn’t have a recognizable image in Canada – at least not on a national level. Jeremy told Business Wire that from the get-go, with his first radio advertisement, he wanted his law firm to take a bold marketing approach. “I wanted our brand to go beyond the status quo, so we took advantage of multiple marketing techniques and communicated directly to our target market.”

That strategic marketing tactic would be key in not only bringing in new clients, but it would give Diamond & Diamond a clear edge over the competition. According to a 2016 poll, 70% of Toronto area residents had heard of the law firm, whereas just 3% of respondents could name one of Diamond & Diamond’s competitors. 

If getting a customer is the hardest part of business, retaining that customer is the second most difficult thing to do, and the proof is in the pudding when it comes to the service delivered by Diamond and his team. 

Along with his wife Sandra Zisckind, brother-in-law Isaac Zisckind, and the rest of the legal firm’s staff, Diamond & Diamond has won millions for its clients and fought for improving safety laws. 

One of the earliest cases that the firm took on that captured national headlines was a shooting at York University in which eight people were shot. The team fought for the victims of the shooting, launching a $20.5M lawsuit against the school for negligence. “It is our allegation and contention that York University does not prioritize the security of their students,” Jeremy said in a press release at the time.

Two of the firm’s largest suits that grabbed headlines were both filed in 2019. In August of that year, a class action suit was brought against Capital One as a response to the bank holding’s data breach that exposed the personal information of over 6 million Canadian customers. The $350 million suit alleged that the leak of personal information put Capital One’s customers at risk of having their identity sold on the dark web. 

Just three months later in November, the firm represented Canadians in a class action suit against Bayer and Monsanto, makers of the herbicide Roundup. Similar to the lawsuit in the United States that ordered the makers of Roundup to pay damages in excess of $2 billion, the $500-million suit hit the chemical company with claims that the herbicide’s ingredients cause cancer. 

More recent cases include a 2021 $500 million suit against Porn Hub for the site’s failure to monitor content uploaded without consent, and numerous lawsuits brought against Canadian nursing homes that allegedly failed to provide adequate protection to clients during the Covid-19 pandemic. Those suits continue to grow and are rapidly approaching a sum of $1 billion in damages. 

While the two previously mentioned lawsuits may seem completely different, in truth, they have a common thread – a victim(s) who need someone to fight on their behalf for justice. “In personal injury law, you’re always dealing with clients that are in a vulnerable state,” Jeremy explained. They’re not sure where to turn for help, and they need someone who understands their situation on a personal level, not just from a legal standpoint. And we pride ourselves on providing a sympathetic ear to clients because that’s what they need most to move forward and seek justice.”

Being a family-operated law firm, it’s important to Jeremy that clients know his legal team has their back. It’s one of the reasons Diamond & Diamond attorneys offer their personal cell phone numbers to clients.