The branded diamond. From the first, it was a cut: the Lazare Kaplan round brilliant, the first diamond scrupulously to follow the parameters advanced by Kaplan’s cousin, Marcel Tolkowsky. Advanced without significant marketing
of the cut’s differentiation, it was copied by other manufacturers, commoditized, and eventually known to the industry and consumers alike not as a Lazare but as an “ideal.” The cut still markets at premiums for Lazare, but with only 4 percent brand recognition among the 2,517 consumers polled by the Jewelry Consumer Opinion Council last year.
In the 1970s, it was again a new cut: the radiant, a princess variant crossed with an emerald. Henry Grossbard, seeing how the industry embraced the princess, had the wisdom to patent his cut, but not the marketing strategy we now know as “branding.” The radiant is a beautiful, proprietary, unique stone, recognized as a brand by fully 10 percent of those polled by the JCOC. But it markets as a dyed-in-the-wool commodity, at 25 to 30 percent back of the Rap Sheet’s prices for pear shapes.
True decommoditization, which comes only with both brand recognition and the ability to achieve mark-up, required a cut that appeared in the mid 1980s: the ideal variant, the hearts and arrows, and a strategy led by branding pioneers like Glenn Rothman of Hearts On Fire.
By fits and starts, they grew the branded diamond’s market through the 1990s, finding a significant but perilous niche. The hearts and arrows achieved prices above the ideal, but at great cost. Even at a business-to-business level, branding is expensive, and the industry was wary of spending so much on a product that was, in and of itself, not proprietary. The hearts and arrows cut takes skill, time, and a willingness to sacrifice yield, but it’s achievable by many.
The year 2000, however, brought Supplier of Choice, a radical revisioning of the supply chain that called on all its players to differentiate, market, and promote. Seen by branders as their validation, SOC and branding were linked by Charterhouse Street only two years later, in a Modern Jeweler “Branding Roundtable,” when DTC marketing director Stephen Luss
ier cited branding as a “cornerstone of Supplier of Choice.” “Currently,” he added, “the trade is pursuing cut as a brand element, but I am sure we will see other types of brand ideas coming to the fore. And that includes jewelry manufacturers and retailer brands.”
The ensuing five years have borne Lussier out. The “B” word has its detractors, as it has from the start, but most of the chain now sees the branded diamond—whether a cut, a marketing strategy, as a unique jewelry ingredient, or, recently, a public face—as a means to profit from the visibility, accountability, and coordination from mine to finger brought on by Supplier of Choice. Downstream, retail-centric moves by sightholders and other large players to diamond jewelry and private label diamonds have become essential strategies for many. As Supplier of Choice enters its second phase, with a huge emphasis on accountability, branders are among the first to embrace best business practices, not only as an ethical mandate but as a branding tool.
The Branded Diamond: Patented Cuts
By a very unofficial count, 69 branded diamond cuts have been patented or registere
d as patent pending since SOC’s introduction. The number excludes 100-plus branded versions of the 57 facet round brilliant, which cannot be patented. But it grows to over 500 cuts when one adds the copyrighted and trademarked stones: provenance brands (Canadian, South African, Russian, Belgian, etc.); chain store brands (the Zale’s Diamond, the Gordon’s Diamond, the Star 129, proprietary to Helzbergs, etc.); cut modifications and variants needed for branded jewelry and watch manufacturers; the composite brands (seen more and more in branded jewelry lines); and the various signature diamonds that have either become private labels for retailers or remain in the private libraries of more than a dozen sightholder cutters.
Their names are legion, bywords now for success (Leo, Crisscut, Cento, Dream), as the crux of lawsuits and arguments (Regent, Flanders, Cushette), or simply as ideas whose time has yet to come: “Some brands will be successful,” Lussier told Modern Jeweler back in 2002, “and we must face the fact that others will not—as in any other business.”
Indian brides wear jewelry sets that are made in gold, be it necklaces, bangles, anklets and earrings. Many a time, the bridal jewelry is set with diamonds and other precious stones. The modern day bride prefers to have some modern wearable items of gold jewelry in her trousseau. Not many would like to be weighed down by heavy jewelry that cannot be worn often and will be more an invitation for thieves. Come the wedding season and you can see crowds thronging the jewelry stores. 
Jewelry has been part of the Indian civilization since the primeval times. The ornaments formed out of gold, silver, copper, ivory, and beads have been discovered in civilizations as old as Harappa and Mohenjodaro.The yellow metal, gold, has captured man’s attention since time immemorial as a symbol of perfection, splendor and prosperity. It is the substance that has a distinct place in myths and legends too.Our design of gold jewelry is a fusion of ethnic and modern patterns. Our product range includes necklaces, gold earrings and gold rings. We also have a wide collection of bracelets, chains and watches for both men and women.
In creating jewellery, gemstones, coins, or other precious items are often used, and they are typically set into precious metals. Alloys of nearly every metal known have been encountered in jewellery -- bronze, for example, was common in Roman times. Modern fine jewellery usually includes gold, white gold, platinum, palladium, titanium or silver. Most American and European gold jewellery is made of an alloy of gold, the purity of which is stated in karats, indicated by a number followed by the letter K. American gold jewellery must be of at least 10K purity (41.7% pure gold), (though in England the number is 9K (37.5% pure gold) and is typically found up to 18K (75% pure gold). Higher purity levels are less common with alloys at 22 K (91.6% pure gold), and 24 K (99.9% pure gold) being considered too soft for jewellery use in America and Europe. These high purity alloys, however, are widely used across Asia, the Middle East, and Africa.[citation needed] Platinum alloys range from 900 (90% pure) to 950 (95.0% pure). The silver used in jewellery is usually sterling silver, or 92.5% fine silver. In costume jewellery, stainless steel findings are sometimes used.
sives, staples, and rivets to assemble parts).[6]
A ring from the new Love, Peace and Hope Bridal Jewelry Collection features a diamond and 1,138 inscribed inside the shank.
The addition of our beautiful new David Tishbi jewelry collection to Apples of Gold has introduced a new precious metal to our site: fine sterling silver. Before adding this line we offered our customers lovely gold, platinum and titanium jewelry, and we are very excited to now also offer handmade, solid sterling silver jewelry at fantastic prices.
r ado, here is our list of ways to keep sterling silver jewelry looking like new:
of the cut’s differentiation, it was copied by other manufacturers, commoditized, and eventually known to the industry and consumers alike not as a Lazare but as an “ideal.” The cut still markets at premiums for Lazare, but with only 4 percent brand recognition among the 2,517 consumers polled by the Jewelry Consumer Opinion Council last year.
By fits and starts, they grew the branded diamond’s market through the 1990s, finding a significant but perilous niche. The hearts and arrows achieved prices above the ideal, but at great cost. Even at a business-to-business level, branding is expensive, and the industry was wary of spending so much on a product that was, in and of itself, not proprietary. The hearts and arrows cut takes skill, time, and a willingness to sacrifice yield, but it’s achievable by many.
ier cited branding as a “cornerstone of Supplier of Choice.” “Currently,” he added, “the trade is pursuing cut as a brand element, but I am sure we will see other types of brand ideas coming to the fore. And that includes jewelry manufacturers and retailer brands.”
d as patent pending since SOC’s introduction. The number excludes 100-plus branded versions of the 57 facet round brilliant, which cannot be patented. But it grows to over 500 cuts when one adds the copyrighted and trademarked stones: provenance brands (Canadian, South African, Russian, Belgian, etc.); chain store brands (the Zale’s Diamond, the Gordon’s Diamond, the Star 129, proprietary to Helzbergs, etc.); cut modifications and variants needed for branded jewelry and watch manufacturers; the composite brands (seen more and more in branded jewelry lines); and the various signature diamonds that have either become private labels for retailers or remain in the private libraries of more than a dozen sightholder cutters.
Have a look at your fiancee'e or wife jewelry collection- do you see gold, silver or combination of both? If a bride typically wears only silver jewelry, she may wish for a platinum ring to have a change in her jewelry and to accent her existing pieces; conversely, a gold jewelry fan would likely pick a gold ring. Grooms may wish to match their ring to their favorite watch or ID bracelet. If a couple has different tastes, they may choose a wedding ring that incorporates multiple colors.QualityWhile gold will stand the test of time, platinum is a stronger and more durable metal. Couples that decide on gold should select 14-18k wedding rings. For gold, high karats mean intense color but less durability.Allergic Reactions to MetalsIf the bride or groom reacts to the metals found in certain types of jewelry, a platinum wedding ring is you can go for. Over 90 percent pure, platinum is hypoallergenic to most people.Price,If shopping by price, gold offers the best value for your money. While platinum is more durable than gold, it is also more expensive. If a couple longs for a light-colored metal but cannot afford platinum, they may consider opting for a white gold wedding ring as an affordable alternative.Whatever your decision, gold and platinum wedding rings are a wonderful way to express your love and commitment to each other
There's a special occasion in the offing, a birthday, an anniversary, a new baby, an engagement, First Communion, Valentines Day, Christmas the list is almost endless! You think that it would be lovely to give a really special personal gift, something totally unique but that would be really expensive wouldn't it? Well, probably not as expensive as you think. Using silver or semi precious beads a realistic budget could start as low as £30, for example a simple birthstone bracelet, a pair of anniversary earrings or a birthstone ring would all be in that sort of region. For heavier silver items that need hallmarking (large pendants, upper arm bracelets, heavy necklaces) you may be looking at nearer the £100 mark but certainly something made just for you or a loved one won't break the bank.
