The latest offering on the e-commerce network is  Sparkle Cut Diamonds, described as “a new diamond brand poised to disrupt the traditional diamond industry by offering consumers what they want above all else — a diamond with optimum sparkle”.

The Company says the product is a result of pioneering new technology coupled with a direct-to-consumer e-commerce pure play, destined to take its place in the engagement ring and diamond jewellery category.

Sparkle Cut Diamonds assures buyers  a product rooted in technology, value, transparency and a consumer-centric business model. “The e-commerce platform will offer a highly customisable, service-oriented, buying experience for engagement rings and diamond jewellery, featuring an exclusive diamond cut called The Sparkle Cut,” the Company said. “The brand promise: a superior diamond at an accessible price.”

The USP of Sparkle Cut Diamonds is  a “proprietary precision technology typically used in the semiconductor and biotech industries”. The Company says this  exclusive diamond cutting technology yields diamonds with 50%-100% more sparkle when compared to those without it.

“Sparkle Cut Diamonds optimises the inner light released within a diamond while ensuring zero impact on the structural integrity of the stone,” the Company said. “This is accomplished by utilising technology at the atomic level to re-direct beams of light, keeping it from escaping through the bottom of the diamond and redirecting it back up through the table, or top, where the light – or sparkle – meets the eye. These incredibly small, but impactful, nano-cuts are 1/50th the size of a human hair and are not visible even under high magnification. The properties of the diamond are not modified through the process, only the light performance is greatly enhanced – a brilliant outcome.”

“The launch of Sparkle Cut Diamonds represents a paradigm shift in a very traditional industry,” stated Jo Lawson, Chief Marketing Officer and Chief Revenue Officer of Sparkle Cut Diamonds. “It’s an exciting time to bring a consumer-centric brand to market, offering a product and service that we know millennial consumers are going to love. Our goal from the onset was to give customers access to diamonds with more sparkle and more size for a great price. It’s as simple as that.”

Stressing that personalisation is key to the Sparkle Cut Diamonds promise, the Company  said that its website SparkleCut.com will feature over 50 styles and 1,300 different ring and diamond jewellery combinations across size, setting and metal. “Also first in the category – a consumer-centric service model – which ensures fully insured deliveries and a 40-day return policy, no questions asked,” the Company said. “In addition, customers receive the exact diamond they view and purchase from the site, and all Sparkle Cut Diamonds have a lifetime warranty and are graded by the Gemological Institute of America (GIA) or International Gemological Institute (IGI).”

Pic Cap: Sparkle Cut Diamonds are said to have 50%-100% more sparkle than diamonds costing thousands of dollars more, no matter their size, cut, colour or clarity. (Photo: Business Wire)