Jonathan Weingarten makes it a professional obligation to study every new breed and brand of super ideal cut diamond that he hears about, usually through the Internet grapevine. That’s why these fastidious fine makes now account for 90 percent of his thriving diamond business at his store, Good Old Gold, Massapequa, New York.
For the past few months, Weingarten has been singing the praises of the latest, and possibly greatest, hybrid of the original hearts and arrows diamond he has been selling since June 2004: the super ideal square cut. “One out of every ten hearts and arrows diamonds that I sell is now a square, but I’d like to make it one in every five.” He probably will once there are more of these cuts available. “I get a new inventory list for a square cut that I love and I’m on the phone with the supplier immediately,” he says. “Supplies are so scarce that I buy all the goods I can get.”
Although very few jewelers yet carry super ideal square cuts, those who do are carrying large stocks as both a show of commitment to this newcomer and a strong positioning statement. So while cutters of super squares want more outlets, they’ve got their hands full keeping existing customers, most of whom have been given franchises, satisfied.
No wonder Weingarten knows the names of most of his competitors for the super squares that he carries. “How is Geoffrey?” he asks me when talking about the Jubilee from Horowitz & Atlass, New York.
He’s referring to Geoffrey Stern of Geoffrey’s Diamonds & Goldsmith, San Carlos, California. Stern is as much an advocate of super ideal cut squares as Weingarten. “People are floored when they see that a square can do everything a round can do,” he says. “I can’t tell you how many conversations this cut has started and how many customers it has steered away from the round brilliant.”
Weingarten has experienced much the same impact. “You want to know why the hearts and arrows square cut is making such waves?” he asks. “Because they’re demonstrably better than 90 percent of the world’s round cuts.”
The Main(s) Difference
At present, there are three brands of super squares that advertise themselves as hearts and arrows cuts: the Hope from Hope Diamonds USA; the Jubilee from Horowitz & Atlass; and the Regent from Star Diamond Group. Some say Hearts On Fire’s Dream should be added to this still very short list. But while the pavilion produces hearts patterns, its distinctively faceted crown produces a unique pattern different from arrows, says HOF’s Marten de Witte.