By Ashley Bailey
, Thursday, August 31, 2006
Whiteflash out cuts the competition with its exclusive brand of true Hearts & Arrows diamonds
All diamonds sparkle, but none like the Whiteflash A CUT ABOVE® which is the leading H&A diamond sold exclusively on the Internet, and remains the only H&A diamond with a guarantee of true optical symmetry.
Available at the company’s e-store, www.whiteflash.com, Whiteflash A CUT ABOVE® diamonds exhibit one-of-a-kind optical symmetry, whereby all of the diamond’s facets line up perfectly. This cutting-edge design, a specialty of Whiteflash results in pure brilliance, fire and scintillation.
Whiteflash A CUT ABOVE® which is the leading H&A diamond sold exclusively on the Internet, and remains the only H&A diamond with a guarantee of true optical symmetry and “true” hearts patterning. The signature cut of the Whiteflash A CUT ABOVE® diamond with its precisely shaped hearts and arrows and optimum performance came as a result of Whiteflash refining what the diamond industry calls “optical symmetry”.
Refining the diamond of the 1980s
Whiteflash realized the new “Hearts & Arrows” phenomenon represented a new, high water mark in round diamond beauty – so they embarked on improving it. And within a few years, they did. In 1998 they introduced Whiteflash A CUT ABOVE® achieving super ideal status in terms of precise kaleidoscopic optical symmetry – the distinguishing factor of a true Hearts & Arrows diamond. Today, this exclusive diamond is known as the most visually balanced diamonds in the industry; Whiteflash even coined the term Visual Balance™.
A revolutionary “optical” design, all 57 facets of an Whiteflash A CUT ABOVE® diamond align perfectly. “Even the tiniest mirrors match up with those in opposite positions,” says Debi Wexler, founder and CEO. Currently, only five percent of diamonds are purchased online although according to Wexler, “the number is continually growing as consumers get comfortable with purchasing online.”
Exceeding AGS ideal cut standards
Whiteflash's specialty design not only maximizes the diamond’s ability to attract and reflect light, but exceeds the grade of ideal cut diamonds. Light, even diffuse office lighting and soft candlelight, reflects from inside the crown (or top) of the diamond, from facet to facet, and then out of the crown again.
With such a unique design, the Whiteflash A CUT ABOVE® diamond cannot be measured by an industry laboratory. “They just don’t grade this level of optical symmetry,” points out Wexler. This is a selling point for the company because, as Wexler says: “Whiteflash A CUT ABOVE® diamonds out perform and simply out sparkle others. So consumers are really turning to Whiteflash when diamond shopping.”
Cutting an Whiteflash A Cut Above diamond
To attract and reflect the maximum amount of light possible, even in softer and distant lighting conditions, a diamond must be cut with expert craftsmanship, precision and control. “The facets must be proportionately sized, meet perfectly and consist of a mirror-like finish,” says Wexler.
The crafting process begins at Whiteflash with a diamond in its rough form. Expert diamond cutters then saw the diamond and turn it into a round shape. The placing of the facets follows, beginning with the first four, then eight and so on. Each faced is placed on the pavilion and crown of the diamond, until all 57, even the most minor, are intact. To ensure that each facet is placed within the tight tolerances required for Hearts & Arrows status, Wexler says craftsmen double check their work every few seconds. “The process must be precise,” she says. “Even the slightest deviation can affect its ability to return light.”
Guaranteeing true patterning
Fewer than one in a million diamonds exhibits true Hearts & Arrows patterning, and only the most elite carry the Whiteflash A CUT ABOVE® brand name. “To safeguard our customers, we offer a comprehensive guarantee,” says Wexler. In doing so Whiteflash sets a precedent in the jewelry business – the only company to offer an advertised guarantee of optical symmetry and true Hearts & Arrows patterning.
“We’re committed to providing our customers with the highest level of quality in diamonds. Our customers are important to us…important to our business. We want them to keep coming to Whiteflash for all of their diamonds,” she finishes.