Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
SourcingJun 18, 2019
For its Next Act, Altr Goes with Hearts and Arrows
At JCK Las Vegas, the lab-grown diamond brand introduced a patented cut created for its new collection, “Altr X.”
The key visual that will be used in the advertising campaign for “Altr X,” the lab-grown diamond brand’s collection featuring a new, patented Hearts and Arrows cut. H&A originated in the 1980s with diamond cutters in Japan.
New York—Lab-grown diamond brand Altr introduced an upgrade at JCK Las Vegas—a fresh collection featuring a patented Hearts and Arrows cut the company says will set a new standard for brilliance.
Developed by R.A. Riam Group’s Ritesh Shah, the brother of Altr President Amish Shah, the cut for the “Altr X” collection bumps up the number of hearts and arrows patterns from eight to 10.
The light refraction for the diamonds in the collection tops 97 percent, which will become the “new benchmark” for the industry for both natural and created diamonds, Amish Shah said.
Altr X diamonds are round brilliants cut by hand by master craftsmen at 100x magnification and graded by Don Palmieri’s New York lab, the Gem Certification & Assurance Lab (GCAL).
But that’s not what Shah wants retail salespeople to talk about when they talk about Altr X.
He does not want them to make Altr X a “technical story” because he thinks this is where the industry is going wrong in selling diamonds—it is sharing too many details that don’t matter to consumers.
“What I want to do is slowly start moving away from conversation that a salesperson has across the counter, ‘Oh, this is a G, VS2,”’ he told National Jeweler during at an interview at JCK.
“I think we don’t get it. A consumer understands size. Let them try it.”
RELATED CONTENT: The ‘Monster’ Looking to Disrupt Man-Made Diamond MarketingShah said consumers also understand a diamond’s beauty, which is why it developed Altr X.
“We’re very clear going into ‘19, into the season, that the two things we want to focus on are size and beauty, which is brilliance, sparkle,” he said. “What matters the most to the consumer is what they can see. They can see and feel the size, they can see the brilliance.”
To help its retailers tell the story of Altr and, now, Altr X, the company created a training department in fall 2017 that is headed by Mike Marelli.
Shah said the department has done more than 750 hours of training since, working with over 1,400 store associates, and now mandates that any retailers who want to carry Altr have their staffs trained by the company.
In the interview at the show, Shah also addressed one of the main criticisms routinely made of lab-grown diamonds—that the stones, as a product of technology, will only increase
in number and drop in value over time.
He said technology does not commoditize, but selling it as a commodity does.
The company views the Altr brand as technology but also as a luxury, and it focuses on three core processes: creating consumer desire for diamonds, driving innovation and giving customers great service.
“When you do a good job, that’s when people stand in lines outside to buy one,” Shah says. “Strong technology brands are great at protecting their inherent value.”
WATCH: The 30-Second Version of the ‘Altr X’ Film
He said technology does not commoditize, but selling it as a commodity does.
The company views the Altr brand as technology but also as a luxury, and it focuses on three core processes: creating consumer desire for diamonds, driving innovation and giving customers great service.
“When you do a good job, that’s when people stand in lines outside to buy one,” Shah says. “Strong technology brands are great at protecting their inherent value.”
WATCH: The 30-Second Version of the ‘Altr X’ Film
The fall 2019 marketing campaign for Altr X is currently under production, the company said, and will be unveiled in September.
The above film was shot as part of the campaign to “rekindle desire” and will be distributed through digital media channels, store-front TVs, small TV spots and as GIFs for various uses.
“The idea,” Altr said, “is to start a conversation that is a little more edgy, modern and desirable for the consumer to engage with.”
Altr is a division of R.A. Riam Group, a New York-based diamond and fine jewelry manufacturer that also deals in natural stones. (Ritesh and Amish’s grandfather started the family’s jewelry manufacturing and diamond trading business in India in 1933.)
Altr is sold through hundreds of jewelers in the United States, both under its brand name and as private-label lab-grown diamonds and diamond jewelry, as well as in more than 50 stores in New Zealand and Australia.
The above film was shot as part of the campaign to “rekindle desire” and will be distributed through digital media channels, store-front TVs, small TV spots and as GIFs for various uses.
“The idea,” Altr said, “is to start a conversation that is a little more edgy, modern and desirable for the consumer to engage with.”
Altr is a division of R.A. Riam Group, a New York-based diamond and fine jewelry manufacturer that also deals in natural stones. (Ritesh and Amish’s grandfather started the family’s jewelry manufacturing and diamond trading business in India in 1933.)
Altr is sold through hundreds of jewelers in the United States, both under its brand name and as private-label lab-grown diamonds and diamond jewelry, as well as in more than 50 stores in New Zealand and Australia.
More on Sourcing
The Latest
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
