Hearts Under Fire
Boston diamond manufacturer protects its trademark
Di-Star, the diamond manufacturer that markets the Hearts on Fire brand
of diamonds, is taking aim at stores allegedly violating its trademark.
The company, based in Boston, MA, sent six cease-and-desist letters from
its attorney asking retailers to stop selling and promoting the Hearts on
Fire name. The retailers did not sell Di-Star's branded diamonds in their
stores but allegedly promoted diamonds as Hearts on Fire or told customers
their products were "like Hearts on Fire."
Di-Star has U.S. trademarks protecting the brand name "Hearts on
Fire" as well as the terms "Super Ideal" and "Proportion
Scope," which refers to the special loupe used to market the diamonds'
hearts-and-arrows feature. According to Di-Star President Glenn Rothman,
Hearts on Fire diamonds have a proprietary cut that makes them fundamentally
different from other diamonds, but the cut itself has not been patented.
by Stacey King
Copyright © 1998 by Bond Communications.