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Press Releases
December 2001
To: All Media
$2.3-Million Diamond Is Cut To Show New Cutting Method Vastly
Brightens, Beautifies Even Tiniest Stones
Santa Rosa, California-To show the vast improvement in brilliance when
diamonds are cut using high-precision technology, EightStar Diamond Co.
is sending a $2.3-million diamond on tour to demonstrate the success of
its new cutting method.
To prove the EightStar approach benefits any diamond, the company
bought a 15-carat diamond given the highest ratings for color, clarity
and cutting by the Gemological Institute of America and is exhibiting
the much-improved 13.42-carat recut, now the "American Star," in its 45 franchise stores
nationwide. See www.eightstar.com.
"When it comes to diamonds, it isnŐt size that matters. It's
sizzle," says Richard von Sternberg, EightStar's president. "Most diamonds would
have to lose at least 15% of their weight to become as beautiful as
ours. Since we believe consumers should pay only for beauty, we cut
only for beauty."
Using an exclusive light-tracking instrument called a FireScope™,
EightStar cutters align facets so precisely their diamonds achieve the
highest brilliance possibleŃmaking even the tiniest engagement stone
blaze with light.
To most of EightStar's competitors who cut for bulk not beauty,
sacrificing 10% of a giant jewel's weight is a catastrophic loss. But
von Sternberg sees the loss as a gain.
The American Star took six weeks to recut after ten months of
planning. On average, however, EightStars require 32 hours to
completeŃstill a long time compared to 8 hours for other fine diamonds.
But cutting for beauty takes time.
"One reason for the slow grind is that EightStar cutters consult
with the FireScope at every stage of work," von Sternberg says. "That
usually means 200 FireScope checks. In the case of the American Star, I
lost count at 500."
Without a FireScope, diamond cutting is guesswork, according to von
Sternberg. "With it, our cutters can look inside a diamond and fix
problems fatal to diamond beauty other cutters never see."
The FireScope isn't only a guidance tool for cutters. It's a quality
assurance tool for consumers. When a diamond's facets are aligned, they
make a distinctive 8-rayed pattern called an "EightStar." This pattern
serves as visual proof that a diamond has reached what von Sternberg
calls "EightStar's norm of perfection."
For more information, see www.eightstar.com.
Note to editors: Von Sternberg available for interviews.
Photos, head shot and B-roll available. Contact press@eightstar.com
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