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Fire Polish Diamonds Rebrands To Facets Of Fire Diamonds, Offers Retailer Marketing Assets January 11, 2021 (0 comments)


New York, NY—Fire Polish Diamonds has been reintroduced under a new brand name, Facets of Fire Diamonds. The launch of the trademarked, rebranded Facets of Fire Diamonds collection features one of the most significant innovations in diamond cutting in 100 years. Image: Diamond stud earrings from Facets of Fire Diamonds.

Using nano-technology, Facets of Fire master craftsmen etch 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 burst of color, known as a diamond’s fire. Theresult is a unique level of colorful brilliance, leading to the brand’s new marketing tagline, “Love Is Better In Color.” 

The technique, protected by five national and international patents, has been recognized by GIA (Gemological Institute of America) and the American Gem Society [Laboratories] as an advanced diamond cutting technique. 

“We’re thrilled to bring such a highly-anticipated diamond to the market,” said Glenn Markman, Facets of Fire 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.”

In-depth consumer 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 in the studies.

“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 carat weights from 0.25 – 10.00+ ctw. It’s is available in loose diamonds, solitaire rings, engagement and bridal rings, bracelets, necklaces, studs, hoops, drops, and hinged hoop hug earrings, all in 18k white or yellow gold. Hidden hearts in the ring galleries and hoop mountings add an extra special romantic touch.

Additionally, every Facets of Fire Diamondis ethically sourced, conflict free, and naturally mined, adhering to the strict global standards of the Kimberly Process and the Responsible Jewellery Council, both dedicated to eliminating all conflict diamonds.

Marketing assets available to jewelers include print ads, press releases, logos, a “sizzle” video, a TV spot co-op, brochures, a comparison graphic (shown below) and an infographic showing the cutting technology.

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