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Fancy Shape Series -- The Royal Cuts
Mar 9, 1999 11:12 AM
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Suberi Bros., Inc.
902 Broadway
New York, NY 10010
(212) 979-9100 • (800) 223-0100 • Fax: (212) 979-5331
The Royal Cuts — the Baroness, the Duchess and the Empress — are registered, patented cuts of Suberi Bros., Inc.
Physical Characteristics and Cutting Issues
The Royal Cuts were developed in the early 1990s as a way to brand diamond shapes. They are guaranteed in writing to be cut in Israel.
The Baroness and Empress are modified brilliant cuts with straight, geometric sides. The Baroness is similar to an oval shape and the Empress is similar to a pear shape. The Duchess is a modified brilliant marquise shape with straight geometric sides. It is similar to a traditional marquise shape.
The type of rough used for these three cuts is flat rough or makel, which is generally used for making baguettes or melee stones. Suberi Bros., developed a way to get the appearance of the three fancy shapes — the oval, marquise and pear — to which the Royal Cuts are similar, without having to use higher quality rough. The yield is from 40 to 55 percent.
The cuts are positioned as having an appearance of being up to 50 percent larger than stones of similar shapes for the same price.
Markets and Marketing
The Royal Cuts are marketed through trade magazines and customer brochures. The stones were also the subject of a De Beers national advertising campaign about five years ago. Their popularity with consumers has been steady for the past two years.
The collection is positioned toward mass-merchant jewelers such as JC Penney and Service Merchandise. The collection is not sold in independent jewelry stores. In this way, Suberi Bros., can take advantage of the larger jewelers’ national advertising programs.
Pricing and Supply
The Royal Cuts are priced competitively because of their market niche. It is not possible to obtain a per-carat price from the manufacturer.
What Should Buyers Look For
Every Royal Cut diamond comes with a certificate of authenticity. This is part of the manufacturer's attempt to discourage knock-offs and patent infringement. This certificate also attests that the diamond was cut in Israel.
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Tags:
Consumers, De Beers, Israel, Jewelry
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