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The firm introduced its Divine Cut collection at the JCK Show that ended last week,
and Business Development Manager Girish Patel, who conceived the cut, said it received
a strong response.
Patel said the company has so far invested $100,000 in the Divine Collection campaign
and that could rise to as much as $1 million in its first year depending on the
market's response to the cut.
A combination of Marquise and Pear cuts, the 63 faceted diamond "takes the
shape of the divine creator, inspiring spiritual freedom and inner peace",
Patel said. "A combination of 6 and 3 is the number 9 which is considered supreme
in all faiths."
The new cut, is being produced in sizes of 0.20 carats and up in color I and above
and SI quality and above. Patel said the new cut gives maximum fire, brilliance
"We are happy with the response at the JCK show and now we are testing the
U.S. market to see what the response is," Patel said. "We are concentrating
on America for now and if all goes well we may launch into the Japanese market,"
he said, adding price points would start at $299 for wholesalers.
The Divine cut will not be sold as loose diamonds but only as part of the Divine
collection which features rings, earrings and pendants.
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