What You Should Look for When Buying A Loose Heart Shape Diamond.

The heart-shaped diamond is the most romantic of diamond shapes. It is similar to the Pear shape, but has a cleft in the rounded end that forms the lobes of the heart. Important considerations when choosing a Heart shape diamond are its symmetry, shape definition and outline, and the roundness of the lobes which should be rounded and clearly defined. A moderate bow tie formation at the center of the diamond is beneficial as it improves contrast brilliance and face up beauty of the diamond. Heart-shaped diamonds should be mounted in special settings with five prongs: two at the lobes of the heart, two on the sides of the heart, and a V-shaped prong to protect the point of the heart.

Example Photo of Heart Shape Diamond.

Sterling Jewelers Sues Zales Over Diamond “Brilliance”.

Sterling, operator of Kay Jewelers and other stores nationwide, says in its lawsuit that Zale, based in Irving, Texas, is falsely claiming in advertisements that its Celebration Fire diamond is “the most brilliant diamond in the world.”

Sterling says Zale promotes the Fire diamond “as the most brilliant diamond in the world” on its website, its Facebook page, on Twitter and in stores. The company also says Zale makes a similar claim in its catalog. Sterling says in the lawsuit that the “independent laboratory testing,” cited by Zale in some promotional materials, falls short. It notes that the testing was limited, involving only diamonds from select leading national jewelry chains and could only be valid if the comparison was made against every diamond cut in the world.

Zales has not commented.

Tiffany Earnings down 30% on Soft Economy.

Tiffany & Co. announced last Thursday that it is downgrading its full-year sales forecast amid slow revenue growth and a sharp drop in net earnings.

In the third quarter ended Oct. 31, Tiffany’s same-store sales in the Americas increased 1 percent while total sales were up 3 percent to $400 million.

Sales in the New York flagship store rose 5 percent in the period while comparable branch store sales fell 1 percent. Internet and catalog sales were up 3 percent.

Worldwide, same-store sales were up 1 percent for the New York-based retailer and total sales increased 4 percent to $852.7 million. Net earnings fell 30 percent, from $90 million to $63 million.