The unparalleled burst of colorful brilliance and sparkle you know as Fire Polish reaches new heights as it is reintroduced under a new brand name; Facets of Fire™ diamonds. The launch of the rebranded Facets of Fire™ Diamonds collection transforms a black and white world of diamonds into one filled with infinite color and endless possibilities. More than just stunningly beautiful, Facets of Fire™ Diamonds feature the most significant innovation in diamond cutting in 100 years. “We’re thrilled to bring such a highly-anticipated diamond to the market,” said Glenn Markman, 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.” The nano-technology perfected by our diamond master craftsmen etches 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 thrilling burst of color, known as a diamond’s fire. The result is an unimaginable level of colorful brilliance. Recognized by the Gemological Institute of America® and the American Gem Society® as an advanced diamond cutting technique, the technology is so breakthrough, it is protected by five national and international patents. One of the most thrilling aspects of Facets of Fire™ Diamonds is how excited consumers were to learn about the product. In-depth 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™—the diamond with more fire and color. “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 .25 – 10.00+ carat total weight. It is available in loose diamonds and solitaire rings, engagement, and bridal rings, as well as bracelets, necklaces, studs, hoops, drops, and huggie earrings. All are offered in 18K white or yellow gold. Hidden hearts in the ring galleries and hoop mountings add an extra special romantic touch. Every Facets of Fire™ Diamond is ethically sourced, conflict-free, and naturally mined, adhering to the strict global standards of the Kimberly Process and the Responsible Jewelry Council, both dedicated to eliminating all conflict diamonds. Facets of Fire™ Diamonds. Love is Better in Color.