Diamonds in Context

May 1998


Diamonds in Context

Context Cut® and Spirit Sun® cuts are catching on with the design crowd. They could mean a pretty profit for you

To eyes accustomed to the gleam of round brilliants, the first glimpse of Context Cut® and Spirit Sun® diamonds sheds some light on the power of cut.

The Context Cut is based on the natural structure of a diamond – an octrahedral crystal – and features a star-shaped cross cut diagonally into the stone so the planes reflect light like a hall of mirrors.

The Spirit Sun, meanwhile, has 16 equal upper facets and 16 equal lower facets that alternate so they wink like a pinwheel against a noontime sky.

The cuts are 15% to 17% more light-reflective than the traditional brilliant cut.

Weaving a Story for Customers
Master gem cutter Bernd Munsteiner of Germany created and patented the cuts nearly 30 years ago. Only recently did another German cutter and distributor, Dr. Urlich Freiesleben, discover the blueprints and introduce the cuts to the world.

The cutting process requires excellent-quality rough and leaves a good deal of waste, making the cuts 40% to 50% more expensive than brilliants.

"These are designer stones," says Avi Good of Stone Coast Gems, the exclusive distributor of the cuts in North America. Backed by a cheering section of jewelry designers, she's sold 20 to 25 of the diamonds since she started marketing them here a year ago.

In addition, both cuts have been interpreted in colored gems by Julius Petsch of Idar-Oberstein, Germany, who developed the Context Cut and Spirit Sun cuts for sapphire, ruby, emerald, citirine, tazanite, rhodolite and other gems.

The cuts will get a promotional boost at the JCK International Jewelry Show in Las Vegas this June. The international ASPECTS collection at the show will include jewelry with the two cuts by well-known designers, including Whitney Boin, Steven Kretchmer and William Richey.

Marketing Opportunities
Just like designer jewelry, the Context Cut and Spirit Sun cut are potential profit-builders. Here are some of the marketing opportunities that can turn potential into reality:

  • The cuts allow you to focus on individuality. "People ask 'How much does this cost per carat?'" says Good. "I tell them I sell by the stone, not by the carat."
  • The stones are patented and trademarked and come with a serial number. Every Context Cut is laser-etched with a code, allowing the company and customer to record its history.
  • They're modern-looking and unique.
  • Consumers who start with a Context Cut or Spirit Sun colored gem can progress into diamonds of the same cut, she says.

Stone Coast Gems, Rockport, ME; (207) 236-9624, fax (207) 236-8606, e-mail

Designer Michael Good incorporates a Spirit Sun® diamond into his 18k gold Swirl ring.
 Steven Kretchmer uses a Context Cut® diamond in this platinum tension-set ring.

by Stacey King

Copyright © 1998 by Bond Communications.


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