Peoples Jewellers, Canada’s leading fine jewelry retailer, and the Toronto Raptors announced that Peoples Jewellers is now the official jeweler of the team. This multi-year partnership furthers the positioning of Peoples Jewellers as a leading retailer in the intersection of sports, culture and style.
The partnership, which officially launched at the start of the 2025-2026 season, includes activations both in and out of the Scotiabank Arena. Peoples and the Raptors will captivate fans at the meeting point of Raptors team highlights, personal style of the players, and celebratory moments. The two brands are icons in their respective arenas, Peoples as Canada’s #1 diamond store, known for design and craftsmanship excellence, and the Raptors, with unmatched competitive drive and self-expression of basketball culture and style, making this partnership the ultimate collaboration.
“We’re thrilled to officially kick off our partnership with the Toronto Raptors, and to celebrate the beginning of this new chapter together,” said Julie Yoakum, president of Peoples Jewellers. “At Peoples, we celebrate all of life’s moments and milestones—big or small, and we can’t wait to be there for the Raptors, their fans and jewelry lovers everywhere: courtside, in our newly reopened Yorkdale Mall store and beyond.”
“We are always looking to collaborate with partners that can work with us to amplify the Raptors fan experience, and we’re delighted to have Peoples on board as the official jeweler of the team,” said Jordan Vader, senior vice president, global partnerships, MLSE. “This partnership builds on our organization’s existing relationship with the retailer, as Peoples has been the official jeweler of the Maple Leafs for over a decade, and look forward to unlocking new fan experiences together for Raptors fans.”
