Tiffany & Co.’s Lucida TM is an exclusive diamond cut and is positioned as a wedding product. Currently solitaire engagement rings and wedding bands in 18-karat gold or platinum are available. The jeweler has added an eternity band and a three-stone ring as well. Lucida, which means the brightest star in a constellation, is available exclusively at Tiffany & Co. stores worldwide. The setting is copyrighted and the diamond has multiple patents pending.
PHYSICAL CHARACTERISTICS AND CUTTING ISSUES
Lucida is made from the same rough as a well-cut round. Created by Tiffany’s gemologists, the cut is reminiscent of the Asscher and antique Cushion Cuts. Termed a “modern classic” by Tiffany, the shape is a square mixed cut. It has 50 facets, a high crown, stepped facets, wide corners and a small table, with a brilliant pavilion. The design of the cut maximizes the stone’s sparkle and brilliance. Lucida is available in sizes :&om .30 points up, in D through I colors and IF to VS2 clarities.
After introducing the classic sixprong setting 114 years ago, Tiffany & Co. designed a special four-prong setting to showcase the Lucida cut. The sculptural band has clean lines and soft curves that merge with the prongs in a sloping crisscross design, which, when viewed from the side, is reminiscent of cathedral arches. Special attention is given to crafting each piece to give it an heirloom quality.
MARKETS AND MARKETING
Lucida was designed by Tiffany to target a new customer. The retailer has positioned the collection to fit between its classic Tiffany setting and its cuttingedge Etoile collection. The cut was launched in New York City in September 1999 and in the years since, has become something of a status symbol. The worldwide launch was backed by an extensive advertising campaign that included four-page inserts, spreads and single-page units in fashion and lifestyle publications. The Lucida is available at 150 locations internationally, including Japan, France and London.
WHAT BUYERS SHOULD LOOK FOR
Each Lucida diamond is sold with a Tiffany Certificate. The inside shank of each ring is currently engraved with the following: Copyright, Tiffany & Co. Lucida, metal fineness and the phrase “patents pending.” When the patents are finalized, the actual patent numbers will be engraved in the shank.