It’s the Signet-owned banner’s first location in Georgia.
Forget the 4 C’s. Meet the 3 S’s.
A Silicon Valley startup wants to shake up the way consumers think about diamonds, and it’s got nothing to do with lab-grown stones.
![Sparkle Cut, a new company led by an innovative group of Silicon Valley investors and entrepreneurs, wants consumers to think differently about how they buy diamonds. (Image courtesy of Sparkle Cut) 20190208_SparkleCut-header.jpg](https://uploads.nationaljeweler.com/uploads/448929e7dcebfd94e94e78c7abb65632.jpg)
How many times has the average engagement ring owner looked at their diamond through a jeweler’s loupe?
Personally, I haven’t once, and a new Silicon Valley-based startup is banking on the idea that most brides won’t.
“It allows the light that would normally leave the bottom of the diamond to be sent back up through the table,” explained Sparkle Cut CEO Jo Lawson when I met with her in January.
The result is a diamond that sparkles more than one would imagine based on its lab report.
“We think the 4 C’s are valuable because it’s a baseline. But … that baseline needs a jeweler’s loupe.” – Jo Lawson, Sparkle Cut CEO
The nano-cuts, which are approximately 1/50 the size of a human hair, are invisible not only to the human eye but also under 30x magnification. They don’t affect a stone’s carat weight, nor any of its graded characteristics.
I had the chance to see about a dozen Sparkle Cut stones in person—all J and K color, 1- and 1.5-carat round brilliant diamonds set in finished engagement rings— and they do appear to be much brighter and lighter, more consistent with the G-I color range.
“Our claim to fame is that we can take any diamond, no matter what the 4 C’s are, and make them look more spectacular,” said Lawson.
“We’ve found that brides care about size and sparkle. To keep the cost reasonable for a really highly graded, sparkly diamond means you typically have to sacrifice size.”
To battle this conundrum, Sparkle Cut wants consumers to focus on a different set of diamond-grading criteria, its trademarked 3 S’s—size, shape, and sparkle.
Lawson elaborated: “We love tradition and we think the 4 C’s are really valuable because it’s a baseline. But what we want to teach people is that that baseline needs a jeweler’s loupe and what they need to trust is how they feel about the ring. Seeing is believing. When I show people these diamonds they’re so surprised at how much they sparkle, (regardless of their grade).”
Sparkle Cut officially launched in November, selling directly to consumers on SparkleCut.com.
The site currently sells loose diamonds, finished diamond engagement rings via its online ring builder and diamond stud earrings.
All the stones are round brilliants between about 0.5-1.5 carats and most are in the J-K range, which the company says is the sweet spot for leveraging the most improvement and increased value with the sparkle cut technology.
The average retail price for an item on the site is between $3,000 and $10,000 but sales so far have ranged between $750 and $35,000, as Sparkle Cut allows for special orders for larger diamonds and settings not available on the website; the company also will apply the sparkle cut technology on a diamond that a consumer already owns.
This emphasis on customer service is indicative of how the company is approaching online-only sales—they want to make the experience as personal and high-touch as possible. Every piece sold comes with a lifetime warranty and can be returned in the first 40 days after purchase, no questions asked.
As the technology—which is native to the biotech and semiconductor industries develops, Sparkle Cut will move into fancy shapes, which Lawson predicts will be “super disruptive,” since they traditionally aren’t able to match the sparkle of a round brilliant.
Sparkle Cut hand-selects its diamonds from dealers in India before applying the sparkle cut technology in Florida, where it's legally headquartered. All of its stones are graded by either GIA or IGI.
Lawson said that other companies have tried similar techniques in the past, but none worked like Sparkle Cut. “There are others that do similar things,” she explained. “They cut around the pavilion, but you can see the cuts with the naked eye.”
GemEx, the company that quantifies and measures a diamond’s light performance, gave several Sparkle Cut diamonds its highest possible score.
"We scientifically measure the amount of sparkle a diamond generates,” explained GemEx CEO Randall Wagner. “A number of Sparkle Cut’s diamonds have achieved our highest sparkle rating, and many of their other diamonds are not far behind.”
One of Sparkle Cut’s best endorsements, though, is Lawson herself.
She spent a decade at Apple running global teams across communications, customer experience, and retail. After founder Steve Jobs died she moved to Movado where she launched the company’s wearables division.
Sparkle Cut brought Lawson out of retirement because she recognized, just as she was trained to at Apple, that the technology benefits the end user in a non-traditional way; rather than training consumers how to pick the most “ideal” diamond according to industry standards, Sparkle Cut aims to deliver consumers the diamonds they want at better prices.
“I come in from the technology and luxury goods side of it, but I’ve never been in diamonds,” Lawson said. “My first question is always: Do customers care and how does this help a customer? Because if customers don’t care, I don’t have to spend time on it.”
It’s an attitude that relies on innovation, rather than following industry formulas, a value shared by the company’s co-founders who recruited Lawson: Pat Hopf—a venture capitalist and entrepreneur executive who specializes in early-stage companies disruptive to their industries, such as the Sleep Number bed—and Mark de Naray—Sleep Number bed’s former CEO who grew the business from less than a million in sales to more than $160 million.
“We don’t even know how to follow the formula,” Lawson told me. “The founders and original investors really believe in the product. We’re starting from solving a problem that exists, which is that everyone wants a more sparkly diamond. So we’re addressing something that’s really valuable to the customer, contextualizing it and letting them learn that what they value is what they should pay for.”
Though Sparkle Cut takes a non-traditional approach to assessing diamonds and amplifying their shine, the company is ultimately building upon the same emotional and cultural base that all fine jewelry relies upon—that a diamond’s formation deep in the earth over millions of year is miraculous and that jewelry is sentimental, meant to mark some of life’s big occasions and be passed down through families.
“What really excited me about Sparkle Cut was how we’re applying technology to a traditional, ethically mined diamond,” Lawson said. “Lab-grown diamonds are obviously highly technical but were using Sparkle Cut technology with naturally mined diamonds, just making them a little bit more beautiful.”
Lawson said that the company plans to host trunk shows and in-person Sparkle Cut events in the future. It’s also open to wholesale and white-label possibilities or letting industry members purchase the technology to give all of their diamonds the sparkle cut.
“One of the reasons I was compelled to join the company is because this has long legs. There are lots of directions this proprietary cut could go.”
The Latest
![These “Double Loop” earrings feature a drop-cut amethyst sitting atop the lower hoop, totaling 1.60 carats between both earrings. The hoops are made of silver covered in “pistacchio” colored enamel, while 9-karat yellow gold holds the stones in place and connect the two hoops behind the earlobe ($1,770). Bea Bongiasca’s Double Loop Earrings](https://uploads.nationaljeweler.com/uploads/f338ef6b4603be3c97765f833b831ca0.jpg)
Commemorate “brat summer” with these green hoops.
Sponsored by Gemological Institute of America
![Untitled design.jpg](https://uploads.nationaljeweler.com/uploads/583fbcb2bb839782810080debef35d3c.jpg)
As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
![Earlier this month, online giant Amazon and the Better Business Bureau filed a joint federal lawsuit against ReviewServiceUSA.com for allegedly selling fake reviews, both positive and negative. Amazon package outside door](https://uploads.nationaljeweler.com/uploads/27fce4225a38900d54a5536ce523a22d.jpg)
They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
![](https://uploads.nationaljeweler.com/uploads/99a46b30cc354962ac2e29ecd113587a.jpg)
![A shot of the Venetia diamond mine in South Africa, owned by De Beers Group. The diamond miner and marketer saw revenue drop 21 percent and rough diamond sales decline 20 percent in a “weak” market for diamonds. De Beers’ Venetia diamond mine](https://uploads.nationaljeweler.com/uploads/a1f16ceaaba662e80385166060d192a7.jpg)
Lab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
A longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
![1872 x 1052 Gemolite.jpg](https://uploads.nationaljeweler.com/uploads/9d60901b44425a53b9010301897a3bbc.jpg)
GIA®’s most advanced microscope has new features to optimize greater precision and comfort.
![A malachite and diamond bracelet from Pomellato’s “Pom Pom Dot” collection, launched earlier this year. Pomellato and Boucheron were bright spots for Kering in an otherwise underwhelming first half of the year. Pomellato Malachite Pom Pom Dot bracelet](https://uploads.nationaljeweler.com/uploads/3c237b62e009742fc52487097daf3c5a.jpg)
The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
![Volunteers and Shane Co.’s corporate team from all 22 locations of the family-owned jewelry chain have begun packing backpacks with school supplies for teachers to distribute to their students this school year. Shane Co. and the Kids in Need foundation logo](https://uploads.nationaljeweler.com/uploads/1c5abfb36ec775724f014f47bfbb47fc.jpg)
The fine jewelry retailer filled backpacks with back-to-school essentials for students in 13 states.
![A shot from the advertising campaign for LVMH-owned Bulgari’s “Eden the Garden of Wonders” high jewelry collection. LVMH’s jewelry and watch sales slipped in the first half of the fiscal year. Bulgari high jewelry campaign](https://uploads.nationaljeweler.com/uploads/c24eb75ca8cea44d2e9859648f4a98ee.jpg)
Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
![Chaumet, a Parisian jeweler owned by LVMH, has designed the Olympic and Paralympic Games medals. Chaumet Paris 2024 Olympics medals](https://uploads.nationaljeweler.com/uploads/7831b3a738baddfc7d783e6df0fbf796.jpg)
The Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
![The acquisition of Union Life & Casualty by Jewelers Mutual will help strengthen both the pawn market and the insurance industry, said JM. Jewelers Mutual and Union Life and Casualty logos](https://uploads.nationaljeweler.com/uploads/195925667226ecfc51b4e1bb09607143.jpg)
Union Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
![The winner of this year’s Lonia Tate scholarship, Bradlei Smith will receive the opportunity to earn her Graduate Gemologist diploma from GIA and, following graduation, an internship at Ben Bridge Jeweler in Seattle. Bradlei Smith](https://uploads.nationaljeweler.com/uploads/996834935ae30a7a1195db8b9db6cb7d.jpg)
Los Angeles-based Bradlei Smith was selected for this year’s award.
![Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com. National Jeweler columnist Peter Smith](https://uploads.nationaljeweler.com/uploads/bec7295a7f478778b1c196e6d81e7cd9.jpg)
In his latest column, Smith shares multiple reasons why people who look at the glass as being hall full often make better salespeople.
![De Beers Group mined 6.4 million carats of diamonds in the second quarter of 2024, down from 7.6 million in the same period last year. (©De Beers Group/Photo credit: Ben Perry @ Armoury Films) De Beers rough diamond display](https://uploads.nationaljeweler.com/uploads/80cd02b1c8384f4b2efda0bcdf6a75e1.jpg)
The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
![In honor of its summer bridal event, Long’s Jewelers is partnering with Wequassett Resort and Golf Club on Cape Cod in Massachusetts, and jewelry brand JB Star on a vacation giveaway. Long’s Jewelers giveaway promo](https://uploads.nationaljeweler.com/uploads/4e7a90944c4e8875a4f3818dbe26b28b.jpg)
The giveaway is part of the New England jeweler’s summer bridal event.
![L.A.-based flower designer, Sophia Moreno-Bunge models Guzema’s “Hidden Beauty” collection in front of a garden in Rustic Canyon in Santa Monica, California. Sophia Moreno-Bunge of Isa Isa modeling Guzema’s Hidden Beauty collection](https://uploads.nationaljeweler.com/uploads/6f3822623eb7fd2f6468f82825194cb1.jpg)
The ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
![The Entrepreneurship Grants program supports winners with financial aid to scale their businesses and increase their societal impact, said Diamonds Do Good. Pictured here are three of the 13 winners, top right is Tresia Shituula, and bottom row left to right, are Monkgogi Moshaga and Mohamed Samu. Tresia Shituula, Monkgogi Moshaga, Mohamed Samu](https://uploads.nationaljeweler.com/uploads/a7c9b87301b76a9446f6522747ce5b95.jpg)
The grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
![Ghazi Osta, better known as Gus, was the owner and president of Volusia Gold & Diamond, a store he and his wife, Leigh Osta, opened in 1986. He was shot and killed inside the store Friday afternoon after a brief argument with a regular customer. (Photo courtesy of Volusia Gold & Diamond Facebook page) Ghazi “Gus” Michel Osta](https://uploads.nationaljeweler.com/uploads/c8c1fa3df746cbd364915a98dcac9d21.jpg)
Ghazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
![Elyssa Jenkins-Pérez (left) is the Responsible Jewellery Council’s new head of North American development, and Effie Marinos is its new specialist advisor for technical standards. Elyssa Jenkins-Perez and Effie Marinos](https://uploads.nationaljeweler.com/uploads/94332af0c7a776e7a8c36fabf76baa5f.jpg)
The organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
![Karen Rentmeesters, who joined the Antwerp World Diamond Centre in 2010, will take on the role of CEO. Karen Rentmeesters](https://uploads.nationaljeweler.com/uploads/3256fcc71cd43a399055c61f68486269.jpg)
Rentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
![Longtime Washington, D.C., jeweler Brian Mann (right) with his wife Jessie Mann, an artist who custom-paints porcelain Limoges Boxes, at a 2016 Jewelers of America member event. Mann, the longtime co-owner of David Mann Jewelers, died June 21 at age 70. Brian and Jessie Mann](https://uploads.nationaljeweler.com/uploads/be4debc6e0b3198943a66ef0e2197c2c.jpg)
Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
![The 1916 Company recently opened a new Tudor boutique in Denver’s Cherry Creek Shopping Center. Tudor store in Denver](https://uploads.nationaljeweler.com/uploads/9f8600ea53ed731963331ebd28a10d16.jpg)
The 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
![This necklace from Messika’s “So Move Max” set is made of yellow gold with 19.18-carats of brilliant-cut diamonds and designed with circle motifs that move within the links (price upon request). Messika’s So Move Max Necklace](https://uploads.nationaljeweler.com/uploads/14c78af4a4e8c6b996a81bbb5a5bc69f.jpg)
Dance all night long with the “So Move Max” set’s necklace.
![On Sept. 1, Julien Tornare (left), current CEO of TAG Heuer, will become CEO of Hublot. Antoine Pin, now the general manager of Bulgari’s watch business, will take over Tornare’s role as CEO of TAG Heuer. (Images courtesy of LinkedIn) Julien Tornare and Antoine Pin](https://uploads.nationaljeweler.com/uploads/b24627b34ece895ddd254bae22751fb8.jpg)
Luxury giant LVMH is reshuffling the leadership in its watches division.
![A rendering of a billboard from Etsy’s new campaign. The campaign is designed to highlight the platform’s creators and how their products are made. Etsy billboard rendering in NYC](https://uploads.nationaljeweler.com/uploads/9a94f394f326b90dc1c9da6a711c5e09.jpg)
Sellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.