Sidebar: Branded Diamonds

A successful brand name creates an image that inspires consumer desire and confidence. A woman chooses a certain line of hair care products because she’s “worth it” (desire). Or a couple buys a certain make of automobile because its name conjures up the idea of safety (confidence). Branding can distinguish products from their competitors. And it can increase profits when consumers are willing to pay more for a name they know and trust.

Many diamond manufacturers develop and market “brand-name” diamond cuts and branded bridal jewelry. The branding concept for diamonds isn’t new. Bridal jewelry brands like Keepsake captured consumer awareness in the late 1950s and remained popular through the 1970s. And in 1985, Lazare Kaplan introduced its Lazare Diamond—a brand based on the concept of the ideal cut, which you’ll find out more about later.

Manufacturers build consumer loyalty to their diamond brands with a variety of techniques. They use consumer advertising and in-store ­displays. Lazare offers an identifying number that’s inscribed on the gem’s girdle with a laser. Hearts on Fire—another branded diamond cut—shows off its proportions by using a special viewing device.

Lazare and Hearts on Fire are only two of the many names vying for attention in the branded diamond market. Ekati diamonds from Canada have emerged as another important brand. It’s clear that branded ­diamonds are here to stay.

Hearts on Fire
Hearts on Fire is one of several companies that use laser inscriptions to brand their diamonds.