"Brand Naming"

"Brand X" vs. "Brand Y"

If you spend any amount of time shopping for diamonds, it won’t be long before you come across the claim that the "Brand X" round brilliant is the best cut diamond on the planet. Look a little longer and you’ll discover that the "Brand Y" round brilliant is the best cut diamond in the history of the world. Keep on looking and you will find nearly a dozen brands claiming to have perfected the round brilliant, the most popular diamond shape, at a premium price and to the exclusion of all others. The average consumer can hardly be blamed for being confused.

So where does the truth lie?

In 1919 a young mathematician named Marcel Tolkowsky wrote a Masters thesis on the proportions for round brilliant cut diamonds. This became the basis for what is now known as the "Ideal Cut". The proportions he arrived at result in a beautiful diamond. But it has taken more than 80 years for the industry to realize, based largely on research done by the Gemological Institute of America, that his theorem predicted a range of proportions, not just the single set of parameters. Any skilled, professional diamond cutter can follow Tolkowsky’s guidelines and produce an exceptional round brilliant diamond.

What does this mean to you?

Any cutter or brand that follows the research initiated by Tolkowsky will produce an exceptional round brilliant diamond. Though, on average, branded diamonds sell for 20-50% above market. The question then becomes this: is there any reason for you to pay a premium for a brand name?  The answer is: no, not if you trust your jeweler to guide you through the process of weeding out the average from the exceptional.

Give us a call or come see us at Douglas Fine Jewelry and we will take the time to educate and guide you through the process of finding the most beautiful diamond your money can buy.