Although everyone knows the clarity, color, cut, and carat that are the factors making up diamonds, there are new classifications to include fire, brightness, weight, ratio, durability, and scintillation. With this last factor, GIA states these include flashing spots of light, which can be seen whenever a light source moves.Initially, princess cut diamonds were cut using a process that could help ensure maximum weight retention. As a result of this type of cut, what happens is that the princess stone has a dull or glassy appearance, which is not what diamonds buyers want. Realizing this was a problem and one needing to be corrected, labs are now working with different cuts for the princess diamond that create a shiny and beautiful stone with perfect appearance.
Many companies are now using this new cutting method not only for the princess cut but also creating new cuts, something that has created a lot of interest. These new cuts actually look similar to the popular princess with the exception that the corners are tapered. The goal of changing the corners is so there is little light escaping through the four corners that are characteristics of the princess cut.
Obviously, diamonds designed with new, innovative, or unique facet shapes and patterns are special. With the new cut for the princess diamond, it has all this and more facets. In fact, this particular cut is becoming so popular that companies are marketing it hard, which includes providing buyers or interested parties with in-depth material.
While it appears that the new princess cut diamond will be a huge hit, the only concern experts in the diamond industry have is will it last. After all, most people are traditional when it comes to diamonds and they love the cuts already available. Therefore, there is concern that this new cut may not be able to maintain its appeal. Because of this, some people have labeled this as a “fad” or “trend” diamond.
Even so, people who buy diamonds agree that this new princess cut diamond has a romantic and sophisticated look. To capture this, diamond companies are coming up with their own branding, using names that are romantic and sensual. Again, it is anticipated that the new cut will be successful for a long time but there have been other creations in the past that have not withstood the test of time.
An excellent example of how fad diamonds is one created by Horowitz and Atlass, a modified square cut diamond known as the Jubilee. This same manufacturer also created another diamond cut known as the Queen of Hearts. Both of these diamonds have been marketed heavily and some people in the industry claim they are actually a much better cut of the square diamond.
The normal consumer would have a difficult time telling the difference between the new and old princess cut diamond. Therefore, many people may not want to pay more money for a diamond with different corners, especially since the appearance is so close to the original princess cut. However, for specialists, diamond buyers, sellers, brokers, and so on, the differences are noticeable and significant.
Although the new princess cut diamond has differences, providing more stability to the stone, the primary difference is in the way it is being branded. Every jeweler will take this same cut and create a sexy name to attract buyers. For many consumers, the name is more of an attraction than the actual change in cut.
Another potential problem has to do with resale. Although firm decisions have not yet been made, the question has to do with upgrading policies. For instance, if a couple were to purchase a traditional princess cut engagement ring, would they be able to upgrade to the new cut stone. Since most jewelers are now offering an upgrade option, this could create a problem.
The anticipation is that the new cut princess diamond will find its own niche market that sees value for what it is, not the fancy name given. There will be other changed diamond cuts over the years, each time presenting the same and possible new challenges. For the diamond cutter, the purpose is to provide consumers with a more brilliant diamond but for the jeweler, these new cuts create challenges that will need to be addressed and quickly.
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