CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a ZooThe pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.
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
MajorsApr 02, 2025
Neiman Marcus’ Dallas Flagship Will Remain Open, For NowParent company Saks Global said the iconic location will be open through the holiday season as it decides what to do with the space.
Policies & IssuesApr 02, 2025
Jewelers of America to Hold Webinar on TariffsThe virtual event will take place April 7 at 3 p.m.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Events & AwardsApr 02, 2025
Punchmark to Host Client WorkshopThe educational event will take place in Charlotte, North Carolina, this May.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
