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Very Important Information When Considering a 'Modified Square Diamond'
First an overview:
1. Princess Cut diamonds have always been the 2nd most popular diamond
after round diamonds.
2. Princess Cut Diamonds have traditionally been popular as a result of their elegant square shape.
3. Princess Cut Diamonds have traditionally leaked light like a sieve from its 4 points (corners)
4. It is very difficult to harness and refract maximum brilliance from a traditionally cut (4 cornered) princess cut diamond.
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In todays market place with consumers becoming more savvy and insisting on only the finest cut diamonds, some manufacturers have dealt with the aforementioned facts by producing new fangled modified square diamonds with tapered corners, all of which look almost identical to one another save for hype and marketing. These modified square diamonds have more brilliance than traditional princess cut diamonds as a result of the tapered corners.
Our company chose instead not to reinvent the wheel but rather to stay with the timeless (un-altered) 4 cornered princess cut diamond and just figure out a way to maximize its light performance.
Here is an article we published on our website to introduce our Signature Princess Cut Diamonds:
http://www.exceldiamonds.com/education/diamonds/superbcert-princess-cut.php
Over time we have been asked again and again by customers searching for that perfect square diamond while trying not to compromise on beauty and brilliance, why it is that we chose to go this route instead of offering some of these modified square diamonds.
We argued that these new fangled 'princess cuts' while achieveing better light performance than the traditional princess cut diamond did not look anything like its elegant predecessor. Moreover we argued that the timeless allure and appeal (even in the face of sometimes blatant light leakage) of the traditional princess diamond has everything to do with its shape and facet structure. This is mitigated the minute the corners are lopped off.
It was our opinion that all of these funky modified squares that were being introduced everyday by the dozens (and often by the same manufacturer with slightly different marketing and different romantic names..) would have very limited staying power and would be "here today & gone tomorrow".
We wondered how a consumer would feel about buying into all the hype surrounding a certain modified square diamond being touted as the end all and be all in "square diamond look-alikes" only to see that "brand" become obsolete a short while later, replaced (perhaps even by the same Mfgr.) by a 'new generation' diamond...'better than the last'. Indeed history has proven us to be correct.
We pointed out that by definition, these diamond manufacturers would constantly be replacing these 'brands' with new modified squares and new marketing so as to stay fresh and current. To the consumer (and often even from a structural point of view) however, these diamonds would all look exactly the same. Again, history has proven this to be the case.
Finally, we questioned how it is that any authorized diamond seller for these brands could offer in good conscience a diamond lifetime upgrade on these stones given the fact that these diamonds would in all likelihood be replaced within a short period of time by a 'new generation' cut, or fade completely into oblivion. Certainly the manufacturer of these diamonds would not honor an upgrade policy created by any vendor for these diamonds???
For all of these reasons and more, we opted for a project of increasing light performance in traditional square diamonds. From this was born our SuperbCert Signature Princess Cut Diamonds.
Exactly 1 year ago we published an excellent case study that we conducted on this topic regarding the "Regent, Queen of Hearts, and Jubillee Diamonds manufactured by The Horowitz-Atlas Group in N.Y.C. This case study was published right here on our diamond blog. Here is the link:
http://www.diamondvues.com/archives/2005/01/ags_diamond_lab.html
These words were truly prophetic as just earlier today a thread was started on a different diamond forum entitled "NO MORE JUBILEE?" where a customer asks why it is that the Jubilee which was touted as the very best in modified square diamonds (and the best thing since sliced bread..), seems to have disappeared off the face of the diamond map with no way of purchasing one.
Here is the response by an authorized diamond vendor for this brand on that thread:
"Hi All,
Yea ... during the past few months getting certain Jubilee's has been akin to pulling teeth and to my knowledge the developer and manufacturer has not been cutting product. We temporarily pulled the shape from our stock until the developer finds a new source for cutting them. I am told he is seeking a new cutter for them. Once they are back in production we'll announce it via our site. The Square H&A's and Regents are the best alternatives at this time with no compromise in optics."
So now the square H&A's and the Regent Cut Diamond previously replaced by the Jubilee (The Regent Specifically) which was promoted as being better than... is "just as good" presumably because there are still some of these stones left in circulation.
This is why we have always advocated staying with traditional diamond shapes when it comes to purchasing a princess cut (square) diamond. You don't want to purchase something of this magnitude that will not withstand the tests of time.
We feel this is a very important topic for anyone who is seriously considering the purchase of a princess and/or modified princess cut diamond.
Knowledge is the power to buy informed, and fore-armed is fore-warned.
Judah
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