Diamonds: New Products
Staying in Shape
Diamond cutters use imagination to satisfy the hunger for
It's all in the marketing. De Beers Has Put squares and ovals
in front of consumers' eyes for the past two years and guess
what? Yup, these are the shapes jewelry connoisseurs ask for
"When it comes to fancy shapes, the creation of awareness
helps," says David Levine, vice president of William Levine
Fine Jewelers LLC, Chicago, IL. The same is true of princess
and radiant cuts, says Eve Goldberg, vice president of marketing
and sales at William Goldberg Diamond Corp., New York City.
Along with awareness comes education. "You can't sell fancy
shapes like a round diamond," says Goldberg. You should
be knowledgeable about the cut, its price and its availability,
say Goldberg and Levine. For example, many consumers have never
had a chance to see how an oval, square or rectangular diamond
looks on their fingers, on their ears or against their necklines.
Give them that chance. Encourage them to look at a diamond's
shape and depth. And while they analyze the diamond, tell a story
about the cut. For example, the Ashoka cut, a modified
antique cushion cut, is named for Buddhist warrior-emperor Ashoka
Maurya and, when translated, means removal of sorrow. Knowing
something like this about a cut adds excitement and romance to
a customer's shopping experience.
When displaying fancy shapes, less is more. Limit the display
to a few beautiful pieces so each one reflects the artistry of
the cutter, the craftsmanship of the metalsmith and the sophistication
of your store.
by Lorraine M. Suermann
|Platinum clip earrings contain 1.21 carats of
brilliant-cut diamonds with two briolette-cut diamonds weighing
2.87 carats. Suggested retail, $14,000. Matching necklace features
18.68 carats of briolette diamonds and 16.27 carats of brilliant
diamonds. Suggested retail, $110,000. William Levine Fine Jewels
LLC, Chicago, IL; (800) LEVINES or (312) 236-3700, fax (312)
||Pendant features a 30-ct. fancy intense yellow
briolette diamond capped with fancy intense pink round brilliant-cut
diamonds in 18k pink gold. Codiam Inc., New York City; (212)
| Rings (from left) feature 0.70 carat of
trilliant diamonds and 0.75 carat of baguettes set in platinum
($5,000 suggested retail for the semimount), 2.25 carats of tapered
baguettes in 18k gold ($11,500) and 1.25 carats of emerald-cut
and 0.40 carat of trilliant diamonds in 18k gold ($8,400). The
diamonds are F-G/VS. Mr. Baguette, New York City; (800) 598-3456
or (212) 758-1300, fax (212) 758-1573.
|14k white gold rings with octagonal diamonds
are from the Flanders Diamond Collection. They can accommodate
any size center stone and are available also in yellow gold or
platinum. National Diamond Syndicate Inc., Chicago, IL; (800)
621-5057 or (312) 782-0365, fax (312) 782-4553.
|18k white gold star pendants sparkle with kite-cut
diamonds. The five-point star accommodates 0.50-ct. or larger
diamonds; the six-point star accommodates 1-ct. or larger. Diamonds
are G-H/VS and pendants are available in platinum or yellow gold.
The five-point pendants start at $3,600 suggested retail, the
six-points at $7,000. 18 Karati, Los Angeles, CA; (213) 623-8854,
fax (213) 622-7613.
||18k gold and platinum ring features a 2.20-ct.
natural fancy intense yellow orange marquise diamond flanked
by two F/VS2 trilliant diamonds. Suggested retail, $84,000. Henry
Meyer Diamond Co. Inc., New York City;
(800) TOP-ROCK or (212) 644-1114, fax (212) 755-0371.
|This platinum necklace showcases
a 10.63-ct. pear-shaped center diamond. Traveling up the necklace
in graduating sizes are 45.46 carats of pear-shaped diamonds
and 19.30 carats of marquise diamonds. Oscar Heyman & Bros.
Inc., New York City; (212) 593-0400, fax (212) 759-8612.
||Platinum earrings and matching pendant contain
kite-cut diamonds arranged in a star pattern. The earrings feature
0.64 carat and the pendant, 0.61 carat of diamonds. The earrings
are $2,600 keystone and the pendant, $3,150.
Perrier Gems International Inc., New York City; (212) 826-6688.
|1-ct. natural color champagne trillion diamond
is set in platinum and designed by Whitney Boin. Suggested retail,
$5,000. Cedar Diamond Co., New York City; (212) 819-0150, fax
||Estate bracelet features about 40 carats of baguette
diamonds set in platinum.Siyance, New York City; (800) 875-4701
or (212) 354-9055, fax (212) 302-6896.
|Ashoka ring features a 5.12-ct. D/I-F center
diamond and two Ashoka side diamonds weighing 4.14 carats set
in platinum. William Goldberg Diamond Corp., New York City; (212)
980-4343, fax (212) 980-6120.
Copyright © 1999 by Bond Communications.