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For sightholders, today, polished diamonds means thinking about downstream (and the consumer) and doing something about branding and marketing.
Brands and trademarks associated with sightholders include those for patented diamonds, proprietary cuts, modified rounds, hearts and arrows, ideal cuts, special cuts, signature cuts, jewelry, brands based on natural fancy colors, brands based on the origin (the source) of the rough diamonds, retail jeweler brands, jewelry designer brands, and fashion designer brands.
Just to give you an idea of a few brands associated with some of the sightholders.
BRANDING - A SAMPLER from A to Z
A
- Amorosso - trademarked - (Hong Kong and China) hearts and arrows brand initially launched in Shanghai - sold in Southeast Asia. Jewelry for engagements, weddings, anniversaries. www.yerushalmi.com
- Anastasia - elongated radiant cut - Russian cut.
- Ariella™ - 113 faceted new cut. www.liddiamonds.com
- Asmi - DTC licensed brand to be launched in the Middle East by D’damas in association with the Gitanjali Group, making this one of the first Indian brands to go global.
- Astree - 65 facets - Pola Cosmetics - Tokyo Japan.
B
- Blonde Diamonds - natural fancy color yellow diamonds - from palest ash to radiant honey blonde. Exclusively by Louis Glick, “For the woman who lives life in color”.
- Brilliant Rose - 66 facets - multi-faceted round. South African rough. Advertising campaigns. Brilliant Rose boutiques in Singapore and Malaysia. www.sookee.com.sg
C
- Canadia - Branded by virtue of the origin of the rough. Canadian brand diamonds - ideal cuts - maple leaf logo - have become symbols of Canada’s diamond industry. (Marketed by Rosy Blue, Backes & Strauss, Beny Sofer) . Retail locater online at www.canadia.com.
- Caressa - 59 facets - 6-sided proprietary cut modified hexagon - patented. Right Hand Rings are featured on the De Beers internet site. Bridal jewelry. www.caressa.net
- Carina Star - 6 sided hexagon - unique star in the crown. Trademarked and patented. Diaco.
- Cartier - 88 Fortune Facets - unique and unusual symmetry with 12 main facets (crown and pavilion) but with essentially a 6-fold symmetry. Cartier Boutiques in SE Asia.
- Cento - 100 facet - modified round. Prismastic scope to view the floral pattern design created by the 100 (37 crown + 63 pavilion) facets. Roberto Coin - advertised in all of the top fashion magazines including the leading fashion industry’s W magazine. www.robertocoin.com
- Crisscut Cushion® - 77 facets - new dimension to maximize the ultimate brilliance and fire that a diamond may possess. www.christopherdesigns.com
- Crisscut® Diamond - 77 facets - rectangular shaped diamond with maximum brilliance. Advertising in the USA in all of the top fashion magazines. www.crisscut.com
- Crown of Light - 90 facets - modified round - info@premiergem.com
- Cupid - ideal 8-sided cupid cut.
- Cupio - 73 facets - unique 6-sided cut described as a hexagonal brilliant - patented - debuted in USA - Gemex studies for light return. www.kpsanghvi.com
- Czar Cut - 53 facets - 8-sided cut.
D
- Damas Cut - Digico / Gitanjali Group - cutting division and factory set up in Dubai to polish this patented cut.
- Daniel K - ideal square emerald cuts - available in perfectly matched pairs and layouts - 0.60 - 10.00 carats from D.D. Manufacturing & Daniel K. www.danielk.net.
- Diavin - Navin Gems - hearts and arrows ideal cuts. Brand registered in Hong Kong. China is pending. www.dnavin.com
- Divine Cut - 63 facets - Introduced in Las Vegas at 2005 JCK tradeshow. A tribute to the spirit of the 1960s, the unique positioning of the 63 (37 crown + 26 pavilion) faceted Divine Cut? is targeted at “those in search of peace of mind and spiritual empowerment”. www.shreeramkrishnaexport.com
- Dom Perignon - A special pink diamond inspired by the champagne. This cut is by the Steinmetz Group for the jewelry designer, Stephen Webster.
E
- Eighty Eight Cut - 88 facets - patented 8-sided cut. Featured in Diamond International boutiques throughout the Caribbean. Gemex System Light Performance tests. Finesse Diamonds New York. Trade advertising. Targeted consumer advertising. www.88cut.com
- Elara - 61 facets - 8 sided - square shape with cut corners with the faceting and brilliance of a round. Named for the brightest moon of the planet Jupiter. Elara‘s jewelry is available through premiere jewelers across the United States. USA national advertising. Celebrity promotions plus jewelry designs by fashion designers and featured at fashion shows. www.elaradiamonds.com
- Elexese - ideal cut - www.elexese.com
- Escada - 97 facets - 12-sided dodecagonal cut (modified round) - unique internal facet design. Designed to maximize fire through the crown and table, the diamond shows a distinctive symmetrical star pattern through the culet. Sold at Escada (a brand name synonymous with luxury) boutiques worldwide. www.escada.com
- Eternal Flame - jewelry brand - bridal collection - K.P.Sanghvi solitaires with hearts and arrows - retailers in China.
- Eurostar - signature hearts and arrows cuts.
- Excellent Cut - Tasaki. Japan. The logo is a swan. www.tasaki.co.jp
- Exelco - hearts and arrows and patented proprietary shapes. Factory dedicated to cutting and polishing hearts and arrows. Retail jewelry stores in Japan.
- Exire - small sizes - exact polish, symmetry - brilliant cut with high polishing standard. www.igcgroup.com
F
- Facets of Fire - 73/74 facets - trademarked round - and a square modified 62 facet princess. Keepsake.
- Fan Cut - unique shape - patented in the USA.
- Fancy Colours. Layouts and designs. Fancy pinks and yellows. Branding strategy for natural fancy colors. One of a kind layouts. The unique mix and match of colors and multi-color combinations of layouts depends on the availability of rough diamonds.
- Fancyyello - natural fancy yellow radiant diamonds - the color of sunshine. Designed in Paris. www.fancyello.com
- Fiamme - trademarked jewelry collection for Elexese diamonds.
- Fire of Africa - Mined, cut and polished in Botswana. Official Certificate. Diamonds from the Heart of Africa.
- Fire of the North - rough diamonds sourced from Ekati (BHP Billiton) and Diavik (Rio Tinto) in Canada’s Northwest Territories - cut and polished at the Diarough factory in the eastern Quebec town of Matane. Diamond Passport.
- Forevermark - Brand ionized on table of the stone. Sightholder participants including EFD for a princess cut. Exclusive to a limited group of retailers in Hong Kong. Special viewer.
- Forever Africa - Origin of rough plus cut and polished in Namibia. Now being sold retail in Namibia jewelry stores by NamCot, the first of 7 factories authorized to use the brand name.
G
- Gel?es - Dali Diamond has been involved in the development and marketing of Canadian diamonds including the development of their own BtoC brand with a complete branded package and certificate of origin.
- Gitanjali - advertised 25 patented cuts including the Fresia (modified round brilliant), Czar, Lotus, Azura, Butterfly, Dew (8-sided), Flame, Fiorella, Glory (square modified brilliant), Ivy, Jupiter, Lilac, Magnolia, Maharaja, Mars, Moon, Pine, Queen (octagonal shape), Saturn, Star, Sun (square modified brilliant), Tulip, Twinkle, Victoria (octagonal), and Wild Orchid. (Received patent for WIld Orchid Cut Jewel on November 15, 2005.)
H
- Hearts on Fire - round - displays hearts and arrows design. Proportionscope. Hearts on Fire boutiques in Taiwan. Available in USA, Europe, Canada, Malaysia, Singapore, and Australia. www.heartsonfire.com
- Hearts on Fire - 77 facets - Dream Diamond - displays hearts and arrows design. The patented Dream is an octagonal square cut diamond that maximizes all the classic elements - brilliance, dispersion, and scintillation. Jewelry by Hearts On Fire collection. Proportion Scope®. www.heartsonfire.com
- Hearts on Fire launched a new “Be a Hero,” global marketing campaign that will run during the fourth quarter in the United States and more than 18 other countries. The creative will include billboards, television, radio, and magazine advertisements. The ads (created by Hearts on Fire’s in-house agency and Parallax Productions in Boston) are designed to draw a parallel between the Hearts on Fire diamond, and a man’s expression of love for his “perfect” woman.
I
- Ideal Cut Portfolio - super ideal cuts - round brilliants, princess, and asschers. Promotional co-branding programs with retailers. Professional advertising including window design, educational newsletters, in-store sales events, television spots, radio ads, newspaper ads, wooden jewelry boxes, and “whatever helps, we will do”. Online inventory is accessible through their website with complete and accurate data updated daily. Hasenfeld-Stein.
- Ideal Princess Cut - The name is trademarked by EFD.
- Ilanga - 65 facets - 8-sided cut. De Beers LV. www.debeerslv.com
- Isee2-8 - 81 facets (crown 41, girdle 8, pavilion 32) - octagonal modified brilliant. The Isee2-8 diamond is provided within the Isee2 program. www.isee2.com
J
- JB Diamonds - composite cut - 5 kite shaped diamonds forming a star. The company also cuts unique shapes for partners (in China) including Diamend.
K
- Kristall Classics - 81 facets - 10-sided cut. In an interview, Chad Haggar (Kristall Los Angeles) noted that the company was cutting and marketing a number of unique fancy cuts, and had developed 4 for the US market: the 10-Sided, the Radiant, the Symphony, and the the Starlight.
- Kristall Symphony - 89 facets - square radiant - modified corner cut princess. Kristall branded cuts stress the Russian cut and the origin of the Russian rough diamonds.
L
- Lazare Diamond -The World’s Most Beautiful Diamond - cut to ideal proportions - logo and 6 digit serial number are inscribed on the girdle of the diamond. www.lazarediamonds.com
- Le Lumiere - Diamonds of Light - hearts arrows design. Hong Kong and Southeast Asia. In the process of developing several branded jewelry lines centered around the theme of the numerical significance of the number 8. ”Fortune“ features hearts and arrows diamonds with a total of 88 hearts; and ”Life“ combined hearts and arrows diamonds with heartshape diamonds. The concept and designs of the jewelry are registered and patented. New patented pen set with a diamond in the cap with a mini-viewer to see the hearts and arrows pattern was launched by tennis stars Serena and Venus Williams. www.lelumiere.com
- Leo Diamond (USA) - Leo Cut (Europe) - 66 facets - modified round. Signet stores, Kay Jewelers. The Leo Diamond features a unique 66-faceted patented cut that maximizes the brilliance of the diamond. The brand was developed by Leo Schachter. www.theleodiamond.com
- Lily Cut® - 65 facets - flower-shaped cut selling in Hong Kong, China, Thailand, South Korea, Japan, Europe, USA, Australia and South Africa. Advertising in fashion and business magazines throughout the Far East including the Tattler, Cosmopolitan, Vogue, and bridal magazines. Known for its differentiated product design (its innovative shape sets beautifully in jewelry) this well established brand scores high for name recognition. The brand is now launching a new media campaign in the United States after years of successful advertising promotions in the Far East. www.lili-diamonds.com
- Love Diamond - hearts and arrows. Chow Sang Sang (CSS) connection in Hong Kong. Significant investment in marketing. More than 100 doors. www.thelovediamond.com
- LoveFire - hearts and arrows - 58 facets - trademarked - offers its authorized distributors television scripts, cinema ads, and billboard formats. Master Diamond Certificate. AGS ideal cut. GIA ex ex. www.lovefire.net
- Lovemark - 74 facets - round - patented. Marketing program. www.lovemarkdiamonds.com
- Lucida - 50 facets - square mixed cut (asscher/cushion) - modified brilliant crown with a step cut pavilion. Tiffany.
- Lumina - ideal cut diamond jewelry featuring Lazare diamonds - online and off. The Ann-Louise Group has expanded to a total of 12 jewelry stores in every major shopping mall across the province of British Columbia and Alberta, Canada. www.annlouise.ca/live/lumina.php
M
- Maharajah - patented modified round shape. fantasycuts@digicogroup.com
- Magnum Rose - pink diamonds designed for the jeweler, Stephen Webster - by the Steinmetz Group.
- Movado - 114 facets - modified round cut. www.movadoboutique.com
N
- Nakshatra - DTC licensed brand in association with a group of 3 diamond sightholders (Gitanjali Group, Dimexon Diamonds, and Mahendra Brothers).
- Naledi - South African rough. www.sagems.com
P
- Part Heart™ - This LID composite heartshape is made from two pearshapes.
- Pashoshe - perfect little princess of endearing charm.
- Passion8 Diamond - patented ideal cut round - point of sales and brochures - marketing material. Australia and New Zealand. www.passion8diamonds.com
- People‘s Diamond - 128 facets - private label.
- Perfect Diamond - hearts and arrows - in the United States - Natalie K - bridal market. www.yerushalmi.com
- Perfect 10 - 81 facets - 10 hearts and 10 arrows. Osaka Japan. Rough is from Russia and the cut was developed by a Russian company. Gems Classique marketing in Japan - advertising and product endorsements.
- PM™ - Perfectly Matcheddiamonds - Brand is based on the concept that the diamonds have identical tables, depths and angles, and uniform proportion and symmetry. www.pmdiamonds.com
- Phoenix Cut - 85 facets - based on the emerald shape (girdle) and princess (crown and pavilion). Russian make. Designed at Smolensk Kristall in the 1990’s. www.igatdiamonds.com/uk/contactus.cfm
- Pink Luxury - Diamonds Direct is the exclusive Canadian distributor of these branded natural fancy color diamonds. uncompromising@pinkluxury.com
- Polar Light - high color - high purity - polishing facility near the mine in Canada - Yellowknife NWT. To be launched in late 2005 or early 2006.
- Premiera - exclusive double star pattern observed through a “pattern” loupe that displays the reflection of the diamond’s angles in the shape of 2 stars, one on top of the other. premierdia@premier-bkk.com
- Princessa™ - LID fused princess comprises 4 precisely matched square princess cut diamonds in a design that is priced significantly lower than an equivalent single stone would cost.
- PrincessPlus™ - 101 facets - patented and trademarked - princess shape - optimized its light return by the way the facets are positioned and cut. One of the features of the cut is “brightness” and the way EFD explains and quantifies how much light is returned. Return of Light Certificate. Set in jewelry - engagement rings, pendants, earrings, etc. Strong advertising and marketing support. Available at retailers in the USA. Featured online on Amazon. Advertising targets the Bridal Jewelry market with engagement rings. Retail jeweler locater online at www.princessplus.com
- Pristine Hearts - 73 facets (33 crown + 40 pavilion) - modified round brilliant cut - a heart shape is faceted around the culet to show a faceted heart design visible through the crown. New York office. www.lakhigroup.com
- Private Label - Private label collection of South African diamonds. “A legendary diamond brand does not just happen. It must stand the test of time.” www.sagems.com http://www.rlacreative.com/sagems-sad/bb.html
- Pro68 - 68 facets - octagonal shape. Coordinated with the DTC and featured on www.forevermark.com, Eurostar’s Pro68 is a very effective branded diamond campaign in Taiwan that targets professional men and women.
- Proudly South African. The brand is sold in more than 30 Goldheart shops in Singapore and Malaysia. Sales through CSS Jewellery and Luk Fook Group in more than 80 stores in Hong Kong. Branding Program. The campaign was launched in March 2005, and is said to have received good support from the South African government. Retail partners are provided with marketing information including a CD, brochures, and leaflets with educational messages aimed at guiding customers through the process. Consumer-oriented advertising campaigns in individual markets includes: In Hong Kong, print advertisements and editorials in leading consumer magazines; in Singapore and Malaysia, television commercials and advertisements (in local consumer magazines and in-flight publications by national airlines).
- Pure Lustre - South African rough. Katz ideal cut. Certificate - laser inscription - brochures - in-store training.
- Pure Perfection - ideal rounds and princess cuts. FTK Worldwide Manufacturing.
Q
- Queen - 8-sided cut - Digico.
- Queen of Hearts™ - modified cushion shape with rounded corners - superior optics - 8 pavilion main facets (like a round) together with a crown that is similar to a radiant.
R
- Rand Diamond - Zero-Tolerance-Precision-Cut. “Birth certificate”, called a Provenance Report, tracks the diamond from the mine through its cutting factory to the consumer. South African rough. www.randbrand.com
- Red Box - ideal cut program - www.Stuller.com
- Regent Cut - 66 facets - (41 crown + 25 pavilion) displays hearts and arrows effects. 12-sided modified square - wider corners than other modified squares. Patented and trademarked.
- Ritani - bridal jewelry.
- Royal Asscher - 74 facets - octagonal shape (with very ”bold“ cut corners) modern asscher cut. Fabrikant Couture is featuring the Royal Asscher in a new jewelry collection designed by Susan Fabrikant (the diamond’s brand manager). The “Diamond Thread” line is all about bridal and fashion jewelry. sff@fabrikant.com
- Russian Princess - HRA - hearts and arrows private label diamond.
S
- Scintilla - fancy cut diamonds - logo ionized on table of the stone as brand. Set in jewelry including Petali Collection. Antwerp cut diamonds, jewelry designed in Monaco, sold in Dubai.
- Secret Inside - hearts and arrows. Brochure with story.
- Star129 - 129 facets - modified round brilliant. Gemex report. www.star129.com
- Star145 - 145 facets - modified round with special faceting arrangement.
- Starburst - 88 facets - 8 sided radiant.
- Starlight - 98 facets - octagonal - set in jewelry. Exclusive to King Fook Jewellery in Hong Kong. Described as having 8 conventional hearts and a star that is easily viewed. Kristall Smolensk.
- Starlight - name trademarked by Mgm Jewelry Mfg. for a special cut round 10-sided diamond.
- Sun Diamonds - Sun Fire and FireStar.
T
- Tamsin - 62 facets - 8-sided octagonal shape exclusive to Fraser Hart Ltd. a family owned business with 30 stores in the United Kingdom including Glasgow. www.tamsindiamond.co.uk
- Tango - as in “it takes two to tango!” - brand concept for 2 polished diamonds cut from 1 rough diamond.
- Tattoo Your Diamond - www.t-your-d.com (Every diamond is inscribed individually to suit a customer’s request. No long term brand identification with the product in the true sense of the word.) It’s the concept that is branded.
- Tria - patented (China and USA) star shaped composite diamond using a Tri-Star triangular patented diamond as the center stone. www.triabykarp.com
- Tr? Stelle - 3 stone rings with laser inscription. Each diamond is laser inscribed with a serial number and one of the words “Past. Present. and Future.” www.pastpresentandfuture.com
- Tri-Star - patented cut - trademarked name - triangular shape. www.karppgroup.com
V
- Vera Wang Diamond - the name has been trademarked - it will be interesting to see what shape the diamond takes.
W
- Web Cut - 49 facets - (24 crown + 24 pavilion + table). Octagonal shape. Design is patented. Exclusive dealership basis. Marketing support includes advertisements in fashion magazines. Loose or set in jewelry. Stones up to 50 points are polished at the company‘s factory in Ukraine and larger sizes are polished in their factory in Antwerp. Singer and actress Samantha Mumbai stole the show at the Spiderman II premiere in a diamond dress that was set with Web Cut diamonds. Dali has positioned the WebCut as its flagship diamond. Most recently Dali Diamond sealed a partnership with the internationally acclaimed jewelry designer, Stephen Webster, for the creation and distribution of a high-end jewelry range, Femme Fatale, prominently featuring the WebCut. www.thewebcut.com
Y
- Y - yellow fancy color diamonds in Supergem’s Eternity Jewels collection. The mystical beauty of yellow diamonds. UAE based.
- YEI - patented modified round - multifaceted special cut with a unique 6-fold crown facet design.
Z
- Zales Diamond - 82 facets - 8-sided radiant cut. Gemprint. IGI Certificate. Gemex. www.zales.com
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