From Stones to Style
Midnight Valley Jewelry was born out of decades in the jewelry world, a love for design, and a passion for creating affordable luxury. Pamela Swanson — Graduate Jeweler, entrepreneur, and CEO — began in fine jewelry at age 20, running stores, designing custom diamond pieces, and creating one-of-a-kind experiences for her customers.
While jewelry has always been at her core, Pamela has also built a diverse portfolio of businesses alongside Midnight Valley Jewelry. These include Birtle Rentals (short-term Airbnbs and long-term rental properties), The Rocky Motel, Valley Rock Construction, and Naylor Farms. Together, these ventures reflect Pamela’s entrepreneurial spirit and her ability to create experiences — whether in jewelry, construction, hospitality, or farming. The Midnight Valley team plays an important role across these businesses, bringing dedication and organization to every detail.
Everyday Style, Real Women
At Midnight Valley, luxury isn’t reserved for red carpets. It’s about feeling confident and beautiful in every part of life — whether that’s a day in the city, a weekend at the lake, or working long hours on the farm. Our family still farms and combines in rural Manitoba, and that everyday lifestyle is at the heart of our brand.
You’ll also notice that our models aren’t professionals. Every photo you see features real women — our friends, family, and customers — because Midnight Valley was built for real life and real people.
Meet the Team
Behind Midnight Valley Jewelry is a dedicated team of women who pour their expertise into everything we do — from curating jewelry collections to managing rentals, construction, and hospitality projects.
Our Core Team:
- Janelle Ashcroft – Senior Administrative & Compliance Coordinator - Diamond Valley Enterprises since the very beginning, Janelle has worn many hats — from accounting to safety to helping shape each new chapter of our business — always keeping things running smoothly."
- Darcy McArthur – Head Accountant Darcy is the go-to expert on every detail of our accounting. With unmatched knowledge of our operations, she keeps everything organized and ensures we’re always prepared and on track
- Ceri Phillips – Operations & Marketing Manager
"Ceri oversees daily operations across our properties and supports creative marketing, from social media to website projects, ensuring both the business and brand run seamlessly." - Eleanor Dnistranksy – Accounting Associate - Eleanor supports the accounting side of the business. Bringing accuracy and attention to detail that keeps the books balanced and the numbers on track across all operations.
- Jennifer Copping – Hospitality & Administrative Coordinator
Jen helps manage the day-to-day of our motel and rental properties while also supporting jewelry operations, office duties, and website projects.
This isn’t a faceless corporation. These are the women who live and work in rural Manitoba and Winnipeg, ensuring that every order is handled with care and every business thrives.
Looking Ahead
Our story is still being written. Midnight Valley is growing into wholesale, expanding into new collections, and always focused on creating experiences that make women feel special — every single day. Whether you’re opening a jewelry box, staying at one of our rentals, or visiting us in person, we want you to feel cared for, confident, and inspired.
