Way back in the mid-1990’s when we were blazing the trail for diamonds to be sold on the Internet, one of the things which distinguished our company from the majority of jewelry stores was our focus on round brilliant ideal cut diamonds which exhibited a crisp and complete pattern of hearts and arrows. The incredible and extremely rare pattern of hearts and arrows pictured to the left, is visible when a Hearts & Arrows round ideal cut diamond is viewed while unmounted through a special scope. This image was borrowed from the Hearts on Fire diamonds web site. The article the creation of of hearts and arrows patterns in round diamonds explains how this pattern of hearts and arrows is created. By the way, the original draft of this article was featured by Hearts on Fire in the press release Nice Ice Blog Reviews HOF. I was kind of stoked when they republished my article on their blog! It was kind of a nice touch!
Shortly after launching Nice Ice on the Internet in February of 1996, we ran across a company called Hearts on Fire at the JCK Diamond and Jewelry trade Show in Las Vegas, Nevada. At the time we were importing Hearts & Arrows diamonds directly from diamond cutters in Antwerp, Belgium and Ramit Gan / Tel Aviv, Israel, but realized that the people behind Hearts on Fire diamonds had what it took to take the marketing of Hearts and Arrows Diamonds to the next level… We signed up to be an authorized dealer for Hearts on Fire diamonds, as I recall we were something like dealer #18.
We sold quite a few “Hearts on Fire Diamonds” via the Internet, with the understanding that we were not permitted to sell “HOF Diamonds” in any city where another authorized Hearts on Fire Diamonds dealer was located… In the beginning, this was not much of an issue. However that quickly changed as the popularity of the Hearts on Fire Diamond brand grew, and we eventually surrendered our dealership to focus on marketing our own brand of Hearts and Arrows diamonds.
Fast forward to the 2013 JCK Trade Show, once again I stumble across the booth for Hearts on Fire Diamonds, and the magnitude of the company has clearly grown because their booth is colossal and one of the few which I felt compelled to photograph (with permission of course, photography is not permitted within the JCK show without permission of the vendor).
During the process of catching up, my original representative from Hearts on Fire mentioned that they had opened their first Hearts on Fire Diamonds store which is located within the forum shops at Caesar’s Palace Casino, about a year ago… as you might expect, I decided that it would be fun to check them out. I have to admit that I wasn’t sure what to expect from the flagship of Hearts on Fire.
The first thing I have to say is “WOW” because the Hearts on Fire store in Las Vegas, Nevada is amazing! It definitely is not what I expected, but then again the company has always been a leader in innovation when it comes to marketing Hearts and Arrows diamonds… This is the first jewelry store that I’ve ever seen which barely resembles a jewelry store… It is quite literally devoid of sales counters, the traditional barrier which separates the customer from the sales associate has been eliminated, and replaced with these really cool display cases which are suspended by steel bars which extend from floor to ceiling.
What I found really cool is that the cases open from the bottom out, the bottom platform which displays the jewelry drops down and forward, providing the customer with comfortable access to each collection. The presentation is clean, brilliant and honestly I wish I’d thought of it back when I had a retail jewelry store because it was quite disarming. The store features a comfortable lounge in the back where customers can sit down and try on the pieces which they’ve selected…
Since my reason for visiting the Hearts on Fire flagship store in Las Vegas was to shop for a diamond engagement ring, I asked for something in the range of 2.50 – 3.00 carats and was shown a beautiful Hearts on Fire Timeless Solitaire platinum engagement ring set with a 3.00 carat, G-color, VS-2 clarity, round brilliant ideal cut diamond, graded by the AGS Laboratory with an overall cut grade of AGS Ideal-0 and a total depth of 62.3% and a table diameter of 54.6% with a crown angle of 34.7 degrees offset by a pavilion angle of 40.7 degrees which is exactly where it should be for optimum light return… No complaints
The images of hearts and arrows provided on the HOF Certification which accompanied the diamond were spot on with my expectations… Good thing since Hearts on Fire advertises their production as being “the world’s most perfectly cut diamond…” well, the World’s Diamond Critic has no complaints. Hearts on Fire remains one of my favorite brands of Hearts and Arrows Diamonds and I definitely recommend you check them out if you get a chance.
Now if you’re a regular reader of my blog, you might recall that my personal preference for the measurements and proportions of a round brilliant ideal cut diamond are as follows:
Total depth between 59.0 – 61.8%
Table diameter between 53 – 57.5% (possibly 58%)
Crown angle between 34.3 – 34.9 degrees
Pavilion angle between 40.6 – 40.9 degrees
Girdle thickness between thin to medium, possibly slightly thick
Cutlet either AGS “pointed” or GIA “none”
And while the total depth of this particular Hearts on Fire Diamond is a bit deeper than I prefer, it’s not having a negative impact upon the light return or visual performance of the diamond because it is due to the girdle thickness of the diamond and not because of a steep crown or pavilion section… If you’re going to have a little extra depth in a diamond, you want it to be in the girdle section, because it’s kind of a no harm, no foul type of scenario. Realize that had the diamond been cut to my exact specifications, the carat weight of the diamond would have dipped below the 3.00 carat mark, and the loss of value would have been substantial… Truth be told, if I’d have been the one deciding whether to cut this stone to my perfect parameters or conserve carat weight, I’d have opted to keep my job and do the exact same thing… Like I said, it’s one of those things that delivers maximum light return and visual performance while still maintaining the value of the stone… Which has a retail value of about $149,500 so it’s not like we’re talking about chump change here!
Before you cough up a $$$ Furball $$$, realize that this puppy was most likely cut from a piece of diamond rough weighing in the range of ten carats! That’s a lot of diamond rough that was left on the cutting room floor… All right, not all of it ended up on the floor, they might have gotten another carat out of the other section that was sawn off, maybe less, maybe more, but there is a lot of diamond rough being left behind and that is why diamond prices increase dramatically with carat weight.
I’m going to give a Big Two Thumbs up to Hearts on Fire for both the consistency of their production quality and the professional nature of their sales staff… And of course, I found the store design to be state-of-the-art and fashionable. I encountered no resistance when I asked to see the lab report for the diamond which I selected and had no problem getting a loupe to see the inclusions, this is in stark comparison with the experience I had with Tiffany & Company.
I’ve learned that Hearts on Fire will be opening another store in King of Prussia, Philadelphia in October, be sure to check it out if you’re out that way. Of course if you’re not going to be in Las Vegas, Nevada or King of Prussia, Philadelphia anytime soon, you can check out Hearts on Fire Diamonds at designated retailers throughout the United States and in 34 countries.