The Eighternity™
(February 3, 2006, Rapaport Diamond Report) Created by master cutter Shai Karni, the EighternityTM diamond bills itself as "the most brilliant diamond ever" based on its unique faceting pattern, which the company, a division of Los Angeles-based K. R. Gems and Diamonds, has patented.
PHYSICAL CHARACTERISTICS AND CUTTING ISSUES
The Eighternity diamond has 81 facets, including eight kite- or diamond-shaped facets and eight diamond silhouettes, or profiles, in the two-tiered crown. The pavilion has been modified to create a unique double-headed arrow pattern and there is a flower pattern in the middle of the stone, which is visible through a hearts-and-arrows viewer.
Every Eighternity has been cut to maximize light return back to the viewer. The stones have been certified as having rates very high in every category-white light, color light and scintillation-by GemEx, which quantifies the quality and quantity of light coming out of the stone. Creating the cut involves more labor than a traditional hearts and arrows and more wastage of rough in cutting, because of its additional facets on top.
The diamond is available predominantly in halves and larger - to date the largest has been 3 � carats - with color/clarity from D to K, flawless down to I1. The company has recently started to market 30- and 40-pointers. Stones over 50 points come with a Gemological Institute of America (GIA) certificate and GemEx report and are later inscribed on the girdle with the Eighternity name and logo as well as the GIA certificate number. Smaller sizes under 50 points are laser-inscribed with the Eighternity name and logo; certificates are optional. Every stone is given to a customer/consumer with a special viewer to see the diamond's unique faceting pattern as well as an inscription viewer to see the laser-inscribed identification numbers.
MARKETS AND MARKETING
The Eighternity is being targeted towards medium to high-end independents, who are offered territorial exclusivity, the extent of which depends upon the size of the business and the size of the purchases they make.
Although the company holds a worldwide copyright on the design, the diamond is currently marketed in the United States only. Future plans could include Far Eastern and Asian Markets.
Retailers are offered a wide variety of marketing tools, including co-op advertising in the form of television, radio and print ads, billboards, brochures, durotrans, point-of-sale brochures and counter cards. The actual ads are provided by the company and feature Tiffany Fallon, who was named 2005 Playboy Playmate of the Year. Retailers can link to an Eighternity Web site where consumers can learn more about the product itself. A protected interactive educational site is available for retailers who stock the stone.
PRICE AND SUPPLY
The Eighternity is priced comparably with branded diamonds. Retailers have the option to purchase the stone loose or in several mountings the company offers-semi mounts, earrings, pendants, bridal sets. The stones are cut in Israel in the company's own factory; other than market issues with larger rough, availability is not an issue.
WHAT BUYERS SHOULD LOOK FOR
With its 81 facets and the unique double-headed arrow and the flower patterns, which because of the worldwide design copyright cannot be copied by anyone else, the Eighternity offers a look very different from the standard hearts and arrows.
Div. of K. R. Gems and Diamonds, International
550 S. Hill Street, Suite 1490
Los Angeles, CA 90013
Phone: 800.527.3002
Fax: 213.627.6636
krgems(at)krgems.com