IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
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
Editors' Picks
Sponsored by
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
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
