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Publicity is changing the polished diamond's scene especially with the advent of branding.
Not everyone is sure about branding, but it does seem to have caught on and there will probably be many more diamond brands in the days to come.
And of course, what would polished diamonds be without jewelry?
Branding
- The Pluczenik Group created the Escada cut.
- William Goldberg has the Ashoka diamond.
- Leo Schachter Diamonds has the new Leo diamond, a patented cut with 66 facets.
- Kwiat has a new brand for its diamonds.
- Lili Diamonds brands involve special diamond cuts set in jewelry like the Criss Cut, plus the Sky Star and the Lily Cut.
- Fabricant - Salant's brand is called the Royal Aascher.
- Moti Ganz's Elara has also appeared on the scene.
- Gembel has been using black diamonds with Chopard.
- Eurostar's "Hearts On Fire" (from Boston) is a well established branded diamond.
- The Diamond Trading Company even has its own
new brand - the Forevermark.
- The Lazare Diamond - Lazare Kaplan's brand since 1985.
- The "Dream" is a new cut from Eurostar.
- Premier Gem's brand, Insiene, is an engagement and wedding ring collection with Italian designer Luca Carali.
Diamond Necklaces
A press release from the 2001 American Foundation for AIDS Research stated: The leading diamantaires of the world and Miramax Films present A Diamond is Forever: Cinema Against AIDS 2001 to benefit amfAR.
The following diamantaires created unique diamond necklaces for the collection:
- Chopard with Ges, diamond.com with Steinmetz, Escada with the Pluczenik Group, Graff, Choi Tai Fook, Kwiat, Lous Glick, DIA Jewellery Bombay with Mohit, Elara with Moti Ganz, Moussaieff with Diarough, Tasaki, and William Goldberg.
- Previewed, in April, at the benefit for the American Foundation for AIDS Research (amfAR), the collection is 12 one-of-a-kind diamond necklaces created for this event and valued at USD$25 million.
A Hollywood film, an Antwerp sightholder, and a Sydney jeweler combine their talents.
- Another necklace that made the news was designed for Nicole Kidman to wear in the film "Moulin Rouge". It is described as a unique and authentic period piece that plays an important role in the film's storyline.
- A Sydney Australia jeweler, Stefano Canturi designed the necklace with a wide range of diamonds (134 carats - including a 5.00 carat emerald cut) from Rosy Blue.
- The necklace is called "Satine" for the character in the film who wears it.
- The necklace is scheduled too be auctioned at Christine's in New York on October 22-23, 2001.
Diamond "Toys"
- Louis Glick's "Treasures and Toys" inspired by
the Diamond Hourglass are wonderful. www.louisglick.com
The "Forevermark"
DTC clients can no longer use the words "De Beers" in their promotions. The new trademark brand is called the "Forevermark" to be used with the words "A Diamond is Forever".
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