Hearts Under Fire

November 1998

Diamonds:News

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.


 

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