As the debate over profitability intensifies, it’s a good time to reflect on the growing trend of diamond branding.

Say Ideal Cuts and what images are conjured up in your mind’s eye? 53-57 table percentages, 33.7 degree – 35.8 degree crown angles, 42.2-43.8 pavilion depth percentages, and enhanced diamonds.

What? We believe that enhanced ideal cuts are a degradation of a standard often treated like a brand name. Specifications, color, clarity, and gemological laboratories are already treated like brands. Many consumers know what to ask for.

Lately, we’ve been talking about variety and why our clients should pay closer attention to it. As a family owned diamond company with more than 50 years of experience, we know that variety does matter and benefits our trade.

Quality generic products are popular because American consumers save money, and our desirable inventory is more reasonable and profitable compared to “branded” diamonds. In fact, our regular clients are pleased with our cutting standards.

Recently, the GIA has been conducting their laser ray tracing research, a study that follows and measures the transmission and reflection of light in and out of a diamond. Their preliminary conclusions are that a range of optimal proportions can exist for round brilliant cuts, and not one mathematical perfect cut.

We are puzzled by those who promote near ideal cuts with slick brand names. A diamond is a gem, not a grade of heating oil or eggs!

Seeking perfection is indeed worthy, although impossible because a diamond is a natural product later cut by hand. Perhaps we can learn from Hopi and Navajo Indian artists who believe that something perfectly symmetrical will have no magic to it.

As the holiday season approaches, we would like to thank our many friends and customers for their continued business and loyalty throughout 1998. Our relationships are based on mutual respect and common goals.