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New E-Commerce Pure Player Sparkle Cut Diamonds Launches, Promising the Most Sparkle at the Best Price

It pioneers new technology coupled with a direct-to-consumer e-commerce pure play.

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(PRESS RELEASE) SAN FRANCISCO — Meet Sparkle Cut Diamonds, 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. Pioneering new technology coupled with a direct-to-consumer e-commerce pure play, marks the launch of this new voice in the engagement ring and diamond jewelry category.

Launching in November 2018, Sparkle Cut Diamonds is the first brand of its kind in the diamond industry rooted in technology, value, transparency and a consumer-centric business model. The e-commerce platform will offer a highly customizable, service-oriented, buying experience for engagement rings and diamond jewelry, featuring an exclusive diamond cut called The Sparkle Cut. The brand promise: a superior diamond at an accessible price.

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Sparkle Cut Diamonds brings to market a proprietary precision technology typically used in the semiconductor and biotech industries. The exclusive diamond cutting technology yields diamonds with 50%-100% more sparkle when compared to those without it. Sparkle Cut Diamonds optimizes the inner light released within a diamond while ensuring zero impact on the structural integrity of the stone. This is accomplished by utilizing 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.

Leveraging multiple years of technical research + development and extensive consumer research, Sparkle Cut Diamonds is challenging the traditional standard in diamond value assessment [the four C’s] and introducing a new value assessment — the three S’s — rooted in attributes most important to consumers: Sparkle, Size and Shape. Traditionally, consumers have been conditioned that they should pay more for diamond attributes not detectable to the naked eye such as color and clarity; Sparkle Cut Diamonds prioritizes the attributes consumers care most about – sparkle and size – enabling them to offer much greater sparkle and more size for the price.

“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. Adding, “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,” added Lawson.

Personalization is key to the Sparkle Cut Diamonds promise. SparkleCut.com will feature over 50 styles and 1,300 different ring and diamond jewelry 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. 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).

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