Zales Has a New Diamond Cut
The “Celebration Infinite” diamond has more than three times the number of facets in a traditional brilliant-cut diamond, the retailer said.
The “Celebration Infinite” diamond is its latest exclusive cut, featuring 185 facets—more than three times the number found in a traditional brilliant cut (57-58 facets), Zales notes—and available in round, pear, oval and cushion shapes.
“The additional facets in the Celebration Infinite diamond create more points of reflection, for a stunning display of sparkle,” said Zales.
Gemological Science International (GSI) grades the diamonds and they are rated “excellent” in all three components of light performance: brilliance, fire, and scintillation, said Zales.
Zales’ Celebration Infinite diamonds will be used as the center stones in the Celebration Diamond bridal collection, which the retailer has sold for 14 years.
“At Zales, our goal is to continually innovate and give our customers the best selection of diamonds that can express their love for their partner. That’s why we are especially excited to introduce the Celebration Infinite diamond,” said Jamie Singleton, president of Zales, Kay, and Peoples and chief marketing officer at parent company Signet Jewelers.
“With three times the facets of a traditional brilliant-cut stone, the diamond delivers the sparkle and shine for consumers looking for an engagement ring that not only celebrates their love but announces it to the world.”
As part of the launch of the new cut, Zales has added 18 new rings to the Celebration Infinite collection.
The new rings are available in 14-karat white or yellow gold with oval, round, pear, and cushion-cut diamonds.
Prices begin at $3,339 and go up to $13,339.
The collection is now available on Zales’ website and will be in select stores on July 1.
To show off the new cut, Zales is offering an interactive online experience, allowing customers to get a 360-degree view of the Celebration Infinite diamond.
Users can compare the new cut to a traditional brilliant-cut and learn more about the Celebration Infinite diamond.
In Zales stores, jewelry consultants can share this tool with customers via iPads.
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