Diamond Brands, Do They Mean Anything Or Give Extra Value?
Diamonds, apart from synthetic or imitation diamonds, are natural products. As they come from the ground, they carry no branding. Every natural diamond is unique with different cuts, grades, colouring, and a different value attached to each one. Just as gold does not carry a specific brand, the same applies with diamonds.
It is legitimate for diamonds in a more general sense to be described as., for example, a De Beers diamond, based upon who produced or owned the diamond. De Beers mines and markets diamonds so a diamond might be referred to as a De Beers diamond because they own or mined it. In the end, it is still just a diamond. There is no difference between a De Beers diamond and any other diamond. This means that a diamond is only a diamond with no inherent value just by being given a brand name.
Despite this, it is becoming more common to see diamonds being sold with a brand name attached. Retailers and jewellers are doing this to enable them to charge more money only because it has a brand name attached. As an informed consumer, you should not fall for this trick!
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Branded Shapes Or Cuts
Some jewellers, in an attempt to set their diamonds apart from others, use unconventional cutting styles. These unusual shapes and cuts are often patented. Their uniqueness is based upon more facets than is typical in a brilliant round-shape diamond. Adding a few more than the usual 57 facets enables the jeweller to patent the shape they sell at a higher price. The product claim is that their cut offers more brilliance and sparkle than conventional cuts.
These claims are almost always just marketing hype without any substance, and you do not need to pay extra for them. The fancy name and additional facets make no difference to the diamond's appearance when it is set into your jewellery.
A few examples of these branded diamonds are:
Leo Diamond – The claim here is that their unique cut with 66 facets gives higher light dispersion, sparkle, and brilliance. Diamond experts disagree and suggest that the standards of cutting are often not high.
88 Cut – These diamonds are shaped into an octagon. This cut is based upon the fact that the number 8 is, in Chinese culture, supposed to be lucky, and thus the octagonal shape brings good fortune to the wearer.
Forever D0iamond – exclusive to H. Samuel features 73 facets is supposed to give more brilliance than a conventional 58 facet brilliant-cut diamond.
Royal Asscher – This is a patented version of the Asscher Cut. Asscher Cut diamonds have a deep pavilion, high crown, and an octagonal square shape. The original Asscher Cut has just 58 facets while a Royal Asscher Cut gem has 74. The original Asscher Cut is economical to cut as there is relatively little waste. The Royal Ascher is more costly due to higher waste and, of course, the surcharge from the brand name. However, Royal Asscher Cut diamonds are usually cut to very high standards, which can justify the higher price!
Branded Diamonds
Companies such as Harry Winston, Cartier, Tiffany and Co., De Beers, and Chopard sell diamonds with their brand name attached. There is no qualitative difference between these diamonds and any other diamond. You are paying solely for the name.
When you are looking at diamonds, you should consider only the diamond certification that assesses the diamond's quality. The best that you can hope for with a branded diamond is that the jeweller does not carry low-grade diamonds in their stock. Always check the certification before buying to make sure!
Some of the best-known diamond brands are Ashford, Blue Nile, Bvlgari, Cartier, De Beers, Harry Winston, James Allen, Tiffany & Co, etc. You will see that these are all jewellery stores selling a range of high priced and fashionable luxury goods. Adding the retailer's brand name does nothing to increase the quality of the product you are buying!
Don't Fall For The Brand Name Hype!
Please, do not be taken in by the claims of jewellers for their highly-priced brand name diamonds. This is no more than marketing trickery used on poorly informed buyers. Diamond brands do not generally give greater value. Now, you at least, know better!
Never forget, diamonds are no more than a high priced, valuable, commodity. The name on the display material adds no value.
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Why Might You Buy A Branded Diamond?
Some buyers choose a branded diamond even though they know the name counts for nothing. In the case of branded cuts of diamonds, they might prefer the diamond's shape and enjoy being able to show it off as something unusual. In a way that can be seen as added value! Beauty is found in the eyes of the beholder, and the psychological effect of buying a 'Cartier diamond' might make the diamond appear more beautiful to them.
The educated and objective buyer will probably reject the branding hype knowing that it adds no value to the jewellery they are about to purchase. Instead, they will look at the quality of the jewellery as a whole and the diamond's certification to assess their purchase value. Informed buyers know that a diamond with the brand name will rarely be the best buy.
