The Tycoon Cut, invented in 1999 by Toros Kejejian, is a uniquely designed rectangular shape that has been turning heads at trade shows as its distribution grows. The name Tycoon Cut is trademarked, and has been patented in both the United States and internationally. Los Angeles-based Tycoon Jewelry is its sole distributor.
PHYSICAL CHARACTERISTICS AND DESIGN ISSUES
The cut is described by Kejejian as a rectangular mixed cut. It has 33 facets nine on the crown and 24 making up the pavilion. The faceting of the crown is what makes the Tycoon Cut unique, as the entire crown can be considered a nine facet table. The top center facet is in the shape of a diamond, making it the” only diamond with a diamond on top.” According to Kejejian, this table facet arrangement yields a high degree of brilliance. Cutting of the Tycoon Cut is through the company’s partner in Israel, Sahar Atid Diamonds. Rough needed to create the cut is rectangular and is much the same type needed to produce Princess Cuts. Tycoon Cuts are being created in large, center stone sizes as well as for use as side stones. Melee sizes are also being made for use in the company’s jewelry line, which includes earrings, necklaces, pendants, bracelets and rings for both men and women.
MARKETS AND MARKETING
Since the creation of the Tycoon Cut, Tycoon Jewelry, which had been manufacturing fine diamond jewelry since 1987, has shifted its entire business to its branded fancy shape. Today, all of the company’s jewelry uses the new cut. According to Kejejian, this was a move made out of necessity in an ever expanding competitive market. “In order to survive, we needed to create a market niche and with this new cut, we have done that,” he said.
In order to get the word out, the company has taken booths at the major trade shows in an attempt to make contact with retailers who are looking for new and interesting products to show their customers. Advertisements have appeared in trade magazines such as Luxury and national consumer magazines including Harper’s Bazaar, ‘Town & Country, Robb Report and InStyle. In addition, the company has developed a website where both retail clients and potential consumers can learn about and view three-dimensional images of the shape. The site is located at www.tycooncut.com.
PRICING AND SUPPLY
The price of the stones is pegged to the Rapaport pear shape list pricing. Stones are typically sold at a 10 to 20 percent discount off the list, depending on the quality of the cut. Sales of the cut have doubled since 2002 and are expected to increase by 25 percent in 2004. The company gets its supplies directly from Diamdel. Every diamond larger than .50 carats is inscribed and numbered by the Gemological Institute of America (GIA), which has already graded more than 5,000 Tycoon Cut stones for the company. According to Kejejian, even GIA’s staff of graders has been impressed with the unique shape and brilliance of the cut, and an article about it has been published in the GIA newsletter.
WHAT BUYERS SHOULD LOOK FOR
Tycoon Cut stone appeals to consumers looking for something new and different. As with other branded fancy shapes, they can be a nice alternative for ring buyers who take pride in their own originality, as well as connoisseurs of fine designer jewelry. The diamond-shaped table is a unique addition to the bag of tricks that designers use in the creation of new cuts.