Press Releases

Facets of Fire Launches New Diamonds Collection

The first breakthrough in diamond technology in 100 years provides a bold new world of color.

Published

4 years ago

October 1, 2020

INSTORE Staff

(PRESS RELEASE) This October, love will be forever more colorful. The launch of the new Facets of Fire Diamonds collection will transform a black and white world of diamonds into one filled with infinite color and endless possibilities. More than just stunningly beautiful, Facets of Fire™ Diamonds feature the most significant innovation in diamond cutting in 100 years.

The nano-technology perfected by our diamond master craftsmen etches thousands of invisible nano-prisms onto the pavilion of a beautifully polished, natural diamond, like “facets within facets.” When white light passes through these nano-prisms, it releases a thrilling burst of color, known as a diamond’s fire. The result is an unimaginable level of colorful brilliance. Recognized by the Gemological Institute of America and the American Gem Society as an advanced diamond cutting technique, the technology is so breakthrough, it is protected by five national and international patents.

One of the most thrilling aspects of Facets of Fire Diamonds is how excited consumers were to learn about the product. In-depth market research scores showed Facets of Fire Diamonds extremely high in appeal, product uniqueness, intent to purchase, and perceived value. More than 50% of consumers preferred Facets of Fire—the diamond with more fire and color.

“We’re thrilled to bring such a highly-anticipated diamond to the market, said Glenn Markman, president and CEO. “We’re unveiling our new brand identity, evolving Fire Polish to Facets of Fire to further strengthen our breakthrough positioning for this unique product. With our beautiful new designs throughout the collection, more dramatic storytelling to capture the imagination of buyers, and an enriched marketing and communications plan, consumers will never look at diamonds the same way again.”

“Seeing really is believing,” added Robert Goldstein COO. “There is no need for anyone to use special viewing devices to help differentiate a Facets of Fire Diamond. Its burst of color and fire easily can be seen with the naked eye.”

The Facets of Fire Diamond jewelry collection features pieces from .25 – 10.00+ carat total weight. It is available in loose diamonds and solitaire rings, engagement and bridal rings, as well as bracelets, necklaces, studs, hoops, drops and huggie earrings. All are offered in 18K white or yellow gold. Hidden hearts in the ring galleries and hoop mountings add an extra special romantic touch.

Every Facets of Fire Diamond is ethically sourced, conflict free and naturally mined, adhering to the strict global standards of the Kimberly Process and the Responsible Jewelry Council, both dedicated to eliminating all conflict diamonds.

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”