The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
Natural Diamonds Should Mean More
Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Brought To You By Facets of Fire
For centuries, diamonds have been the pinnacle of luxury—rare, expensive, and breathtakingly beautiful. And nothing embodied that more than the ideal-cut natural diamond. One look was all it took to recognize perfection.

This flood of synthetics has left natural diamonds struggling to stand out, raising a crucial question:
How do we make natural diamonds mean more in a world where ‘ideal’ is now just… average?
Fighting for the Future of Natural Diamonds
That’s where Facets of Fire comes in.
It’s Time to Expect More
Authentic Beauty: Facets of Fire pairs the history, authenticity, and rarity of natural diamonds with cutting-edge innovation, creating a patented diamond with an instantly recognizable beauty that synthetics can’t imitate.
Proven Results: When customers see the difference, they’re willing to pay for it. In a focus group of 940 people, 52% preferred Facets of Fire, and 61% of them were willing to pay more for its patented sparkle.
This isn’t just another diamond. It’s a natural diamond with an instantly recognizable sparkle that screams, "I'm worth every penny!"
Natural Diamonds That Mean More
Because natural diamonds should always mean more.
The Latest

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.


The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

The company also noted record sales in the United States and a strong performance in its jewelry category.

The event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.

After the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.

The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.

The rapper and singer-songwriter will perform at Tao Beach on June 8.

“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

The moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.

The “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.

Breitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.

Dubbed the “Mediterranean Blue,” this “remarkably rare” diamond will be part of Sotheby’s May jewelry auction in Geneva.

The American Gem Society now offers a Jewelry Evaluation Advisor designation as well as an updated Certified Sales Associate designation.

Rebecca Zeijdel-Paz created more than 75 new pieces for the residency, which will be on display at Trove’s store in New York through April.

Smith explores why a qualified candidate might still not be right for the job.

The company and its marketing agency, Loudr, were recognized for the “Make You Dance” marketing campaign.