Described as a diamond for the millennium and beyond, The Eternal Cut diamond is patented worldwide and was designed by master diamond cutter, Gabi Tolkowsky. It is sold exclusively through Garrard & Co.
PHYSICAL CHARACTERISTICS AND CUTTING ISSUES
The Eternal Cut features 81 facets, compared to the 57 or 58 facets of a traditional brilliant cut. There is a petal design around the culet that can be viewed through the table. The petal pattern increases the quality of light reflected from the stone, which creates a diffused brilliance that is described by Garrard as the opening of a flower or sunlight oscillating on soft waves. According to Tolkowsky, the cut is extremely precise in order to achieve the petal effect. He would not reveal specific proportions. The same rough is used for this cut as for a round brilliant.
MARKETS AND MARKETING
The Eternal Cut is being sold exclusively at Garrard’s main London store and Harvey Nichols stores within the U.K. An advertising campaign launched in November 2003 consists of collage jewelry magazine ads for the “Rock Hard” and “Stone Cold” collections and the “White Wedding” newspaper ads featuring engagement and wedding rings.
PRICING AND SUPPLY
Garrard Eternal Cut diamonds are available in sizes from ten points up. The stones are D through G color, VS2 clarity and above. Each Eternal Cut of 50 points and above is lasered with Tolkowsky’s initials and the stone’s Gemological Institute of America (GIA) report number. The Eternal Cut is set exclusively in Garrard jewelry, including solitaire engagement rings, earrings, pendants, men’s accessories and the Stellar anq Electra collections, priced upwards of $1,800.
WHAT BUYERS SHOULD LOOK FOR
As with any cut, buyers should look for brilliance, fire and diffusion. The cut also gains added cachet because it is exclusive to Garrard, notable as a luxury-goods retailer and the Crown Jeweler.