A Lie of the Heart
Beware of phony Hearts and Arrows diamonds
'Many diamond wholesalers sell pseudo Hearts and Arrows diamonds
to uneducated retailers who then sell them as Hearts and
Arrows diamonds to consumers," says Dana Gavin, marketing
director for Alpha Inc., Houston, TX.
Alpha is one of a small but elite group of manufacturers cutting
diamonds to such exacting standards of symmetry that facet reflections
show up in a startling alignment often referred to as a Hearts
and Arrows pattern.
Several companies sell true Hearts and Arrows cuts, says Brian
Gavin, Alpha Inc.'s president. Alpha trademarks its diamonds
as A Cut Above and inscribes its logo on the girdle.
It's a big deal, then, when the company sees diamonds
even well-cut Ideal diamonds incorrectly described and
sold as Hearts and Arrows. Dana Gavin says Alpha spends a good
deal of time perfecting the cutting detail and nuance of A Cut
Above diamonds. They take twice as long to cut and, as a result,
they cost more.
These diamonds appeal to a demanding consumer who wants excellence
of cut and is willing to pay the difference in price. Hearts
and arrows diamonds are 10%-15% more expensive than an Ideal
cut diamond with an American Gem Society "0" grade,
Before stocking Hearts and Arrows diamonds, a jeweler should
buy a diamond viewer. (Different Hearts and Arrows manufacturers
market their own viewers, all of which work on a similar optical
basis. Alpha's viewer is the Alphascope). These cost less
than $200 and are a good tool when buying (for quality assurance)
and selling diamonds.
A quick glance through the eyepiece of these viewers shows
customers the excellence of their choice. (In some cases, it
might be best to show customers several diamonds so they can
see the difference.)
Jewelers who sell Hearts and Arrows diamonds also should become
well-versed in finding and describing the patterns seen in these
stones. This will help customers see why these special diamonds
command a premium.
by Robert Weldon, G.G.
Copyright © 1999 by Bond Communications.