A CUT ABOVE® Super Ideal Diamonds vs Other Diamond Brands

Whiteflash has built an international following for its super ideal diamond brand known as A CUT ABOVE®. These extraordinary precision cut diamonds are all in-stock and on-hand. They have been thoroughly analyzed at the laboratory and by our team of gemologists at Whiteflash. They are presented with a comprehensive package of advanced light performance images and are backed by the best assurance policies and benefits in the industry.
Whiteflash In Stock Diamonds
In this article we will compare A CUT ABOVE® Super Ideal Diamonds from Whiteflash to the top brands offered by:
All make lofty claims about the elite quality of their diamond brands. Is it just marketing spin, or do their diamonds actually live up to the hype? It’s not hard to find out. Below we will review the claims made by these companies, and you can decide for yourself how those claims actually align with the facts.
A ‘brand’ is best thought of as a company or product associated with a very specific collection of features and benefits, not simply claims of superiority. We will explore the extent to which each company provides evidence for their claims, and whether they publish detailed specifications and qualifications for their brands. With regard to diamond brands it is also essential to understand the process of vetting for quality aspects (in addition to cut quality), which can and do impact light performance. For what is the value of precision cut craftsmanship if the material itself is compromised and incapable of achieving optimal light performance because of clarity factors or strong fluorescence?
There is also the matter of value-added policies and guarantees which impact the overall value proposition of a brand. Things like buyback and trade-up guarantees add variable levels of value to the purchase, depending on how customer friendly they are.
Another very important factor to consumers is accessibility and deliverability. If a diamond offered by a merchant is not in-stock and on-hand, the accessibly of that diamond is limited or even questionable. The merchant in that case may not be able to provide any additional information, imaging, consultation, or in-person viewing opportunities to enable a customer to get more comfortable with the purchase.
If accessibility is limited, then too is the ability of the merchant to actually guarantee that the diamond will be delivered on time - or at all! This seems like an odd concept for a premium brand, but the fact is that many merchants, even big name companies, do not own and control the diamonds they offer. For a number of very important reasons it is essential for the consumer to know, up-front, if the diamond being offered is in-stock and on hand.
As you will discover in this review, not all diamond brands are the same when it comes to overall quality and value. In this review we will evaluate the True Hearts™ brand from James Allen, the Astor by Blue Nile™ brand, as well as the Hearts on Fire brand and the diamonds sold by Tiffany & Co. At the end of the review is a chart that compares the brand attributes of the Whiteflash A CUT ABOVE® vs these other brands they are often shopped against.

Whiteflash A CUT ABOVE® vs James Allen – True Hearts™

James Allen claims their True Hearts brand diamonds are the “finest money can buy”, and that they are “perfectly cut”. But are they even really hearts and arrows in the strict sense? The examples below certainly call that into question!

The claims:

James Allen Banner
James Allen True Hearts Description

The reality:

James Allen represents their True Hearts brand as being ideal cut with “perfect optical symmetry”. The evidence of both these claims is scant, and in fact their own images of these diamonds contradict these assertions. Although they make the most categorical and hyperbolic claims – “Each True Hearts™ diamond has perfect internal symmetry and proportions – Many of their own images, such as those below, reveal defects in hearts and arrows patterning which is evidence of faulty “internal symmetry”. As far as ‘perfect’ proportions goes, there is light leakage present in the ideal scope images which is clear evidence of proportion problems. And there are absolutely no specifications or qualifications presented. Proportions are not listed on their diamond detail pages, and lab reports are only available on request! This makes it impossible for a consumer to independently verify the claims being made, which is apparently the point.
The following True Hearts diamonds have obvious defects in faceting precision seen in both hearts and arrows views, and light leakage visible in the ideal scope image under the table - evidence of proportion issues.
James Allen Hearts Image
Notice in the images above that the size of the heart at 12 o’clock is obviously smaller than the hearts on either side of it. This is evidence of lack of precision in cutting. *This lack of consistency would immediately disqualify this diamond from the A CUT ABOVE® brand.

Perfectly cut?

Below is the ‘arrows’ view of the same True Hearts diamond with arrows partially missing on the left side of the diamond, with pronounced area of light leakage on the right side. This is clearly not a hearts and arrows diamond.
James Allen IdealScope Image
And in case you think this diamond is an aberration for the True Hearts brand, below is another example of a diamond with missing arrow shafts and pronounced light leakage.
James Allen IdealScope Image

Cut at 100X magnification?

Where is the proof for that claim and what is the benefit to consumers anyway? The evidence will show that James Allen is simply aggregating from a variety of manufacturers, those diamonds which they feel qualify for their True Hearts brand (whatever those qualifications are). How can they speak to the specific technologies utilized for all the manufacturers represented in their offerings? And, even if somehow true, what is the actual benefit for the consumer? We’ve seen above clear evidence of imperfections in both precision (hearts pattern) and proportions (significant light leakage). So, even if the diamonds are cut under 1000X magnification, it is a feature without a benefit – an unsubstantiated and meaningless claim that adds zero value to the consumer.
Moreover, this claim begs the question that if the cutting faults are obvious in the performance images that James Allen themselves are presenting, then what must those faults look like to the cutters who are working at 100X magnification? And why would they not correct them?

Published Specifications and Qualifications for the True Hearts brand?

If a company is claiming things such as “Perfect internal symmetry and proportions” wouldn’t it be logical to assume they would publish those proportions and other specifications and qualifications for the brand somewhere? How is a consumer supposed to independently verify these claims? James Allen apparently doesn’t think the consumer is entitled to that information, because it is nowhere to be found on their website.

Careful Vetting?

What about vetting for other critical aspects that impact a diamond’s potential for optimal light performance. Does James Allen bother to evaluate diamonds for clarity factors or fluorescence before assigning them the brand of True Hearts? Clearly not, given the examples below.
It is widely known that certain clarity factors significantly diminish transparency in a diamond and result in loss of brilliancy and sparkle. These are the two things that consumers are looking for in a diamond and certainly would expect in a top brand of ideal cut diamonds where elite light performance is the stated goal.

Imperfect ‘perfect’ diamonds?

First, James Allen allows Imperfect diamonds in their top brand of “perfect” diamonds. Many diamonds in this clarity grade range will have numerous and obvious inclusions that will block light as it propagates between the facets, thereby diminishing light return.
James Allen I1 Image
(Imperfect – I1)

Transparency Compromised Diamonds

The following example is a diamond with severely compromised transparency. The AGS lab report indirectly points out this problem by the comment that the “clarity grade is based on clouds not shown” on the plot. Notice the stone plot is entirely clean with the Comment that the clarity grade is Si2 based entirely on clouds. There is zero doubt that this diamond will be hazy and sleepy, despite being well cut. Yet, James Allen sees fit to put this diamond in their top brand, demonstrating a disregard for vetting for this well-known problem and allowing the consumer to believe this is a diamond of outstanding light performance – a ‘perfect diamond”.
James Allen Clouds Image

Strong Fluorescence

Strong fluorescence is also a characteristic that can diminish brilliance resulting in a hazy or oily appearance in some cases. It is also a factor that significantly inhibits future value and liquidity. James Allen does not feel the need to protect consumers against these potential pitfalls. Below is an example of a True Hearts with strong fluorescence.
James Allen Fluorescence Image

Other Cutting Faults and Defects

The obvious lack of vetting for transparency, and the faceting imprecision and light leakage we have already demonstrated within the brand, calls into question other important factors that are likewise not vetted by James Allen. Because they do not post the lab certificates publicly, it is not possible to say for sure, but there is high likelihood that the True Hearts brand contains diamonds with features such as chips, scratches and extra facets. Even more concerning would be durability inclusions such as large feathers at the girdle or even more problematic, feathers or other clarity features in corners of princess cuts.
Consumers will be wise to keep an eye out for these issues when shopping True Hearts. In contrast, A CUT ABOVE® diamonds are specifically vetted for all issues related to cut craftsmanship, light performance, and durability.

Branded Lab certificates

Premium diamond brands such as A CUT ABOVE® come with proprietary, branded lab reports. This is best way to tie the diamond directly to a set of qualifications and specifications that are associated with the brand. One benefit for the consumer is that in the event of a loss, the insurance claim replacement will have to conform to all published requirements of the brand. However, James Allen does not provide a proprietary cert on their True Hearts brand, so that benefit is nonexistent.

Are True Hearts diamonds even In-stock?

Are True Hearts diamonds in-stock or are they kept by the manufacturers? The ship dates for loose True Hearts are a week out, which indicates that they have to come in from somewhere. And if they are not on site, has anyone from James Allen even looked at them before they are sold? Could a James Allen expert give you a hands on evaluation of the stone? Doubtful.
When merchants sell from manufacturers’ inventories (known as virtual inventories), those diamonds are under direct control of the manufacturers, not the merchant. They are therefore subject to complications that can impact delivery dates, and as such are also subject to prior sale and may not end up being available at all.

Trade-up Guarantee

One of the benefits sometimes offered by premium diamond brands is trade-up guaranty. James Allen does offer this, but with the same onerous stipulation that Blue Nile imposes - the new diamond must be twice as expensive as the original in order to qualify for trade up. If you a purchased a $10,000 diamond initially, trading up to a $20,000 diamond may not be realistic.
The Whiteflash 100% trade-up guaranty can be redeemed for any other in-house diamond of the same or greater value, providing a benefit with maximum flexibility that can accommodate easy upgrades.

Buy Back Guarantee

James Allen does not offer any sort of buyback plan. Nor does Blue Nile. Once the return period expires you have no built-in vehicle for getting any money back. Whiteflash offers a one year buyback plan in case the customer finds themselves in a position with a diamond they don’t need.

Ideal Cut Diamonds

According to the James Allen website,
James Allen Ideal Description
Ignoring the spelling/grammar errors in James Allen’s own messaging of their top brand, where is a list of proportions and angles they consider ideal? And what about those other factors that can also impact a diamond’s ability to “refract light and produce fire and brilliance”? Should these factors be ignored by a supposedly elite diamond brand?
These are questions every savvy shopper should be asking themselves.

Whiteflash A CUT ABOVE® vs Blue Nile ASTOR™

Now we will turn our attention to the ASTOR by Blue Nile™ brand. It’s fair to say that the claims Blue Nile makes about their diamond brand are not nearly as over-the-top as those of James Allen, and there is arguably a bit more structure to the claims presented by Blue Nile. But as you will see Blue Nile comes up very short in presenting a compelling case for their brand compared to the ‘super ideal’ brands in the market such as the A CUT ABOVE®.
A common failing that Blue Nile shares with James Allen is the lack of a published list of qualifications and specifications for the brand, as we will see by looking at a few GIA reports on their diamonds. Their reliance on reports by GemEx to validate their claims effectively allows the credibility of their brand to rest on a technology (BrillianceScope) that has not been widely adopted, and which has been roundly criticized by experts in the diamond trade.
Setting that debate aside for a moment, at least Blue Nile has a consistent presentation including a GIA report, laser inscription (sometimes with the Astor brand name), and a GemEx report. In that sense, the Astor brand offers the consumer a more understandable framework within which to compare diamonds. However, the lack of advanced images such as ASET, Ideal Scope or even Hearts and Arrows viewer, as normally provided by premium diamond brands, leaves much unknown about the facet precision and light handling capabilities of the diamond.
Essentially Blue Nile rests the credibility of the Astor brand on reports from two ‘independent industry experts” – GIA and GemEx. Blue Nile is only claiming that their Astor brand are a “curation” of diamonds with “very high” brilliance, fire and scintillation, and that they are “rare” and “extraordinary”. It is hard to argue that gem diamonds are rare and extraordinary, so I suppose we can give them latitude on that claim.
But at the same time Blue Nile declares that Astor™ are cut for ‘maximum brilliance’, which is interesting because by their own GemEx tests, many (if not most) of the diamonds in the brand do not rate at the maximum level for brilliance. Even though they claim that only diamonds scoring “Very High” on GemEx qualify for the Astor™ brand, we see many examples of scores between High and Very High.

The claims:

Blue Nile Banner

Blue Nile on Gem Ex

Blue Nile Gem Ex Page Image
Blue Nile Gem Ex Certificate Image

The Reality:

Exclusive?

Although Blue Nile has a very short delivery promise on diamonds from the Astor brand suggesting handy availability, it is curious that not all diamonds in the brand are inscribed with the Astor name. A brand inscription indicates some exclusivity, which would also add some value to the consumer. But why are some, but not all, Astor diamonds inscribed with the brand? And is this not a disservice to those buyers who get a diamond without the inscription?
In reality it is doubtful that all Astor by Blue Nile diamonds are in fact exclusive. Some of the diamonds are owned and held by manufacturers who choose not to inscribe the brand name because it will limit their market options, and also potentially call into question whether the diamond has been pre-owned.
Therefore, the most logical conclusion is that Blue Nile does not own and stock all of the Astor brand diamonds, although that is clearly the implication of the claims they make.
Blue Nile GIA Certificate Image
Some carat plus diamonds in the Astor brand have ‘dossier’ reports rather than full GIA reports with stone plot. This is unusual as the scaled down dossier reports were originally intended by GIA for diamonds under 1.00 ct. The Astor dossier report below also has a 3 year old report date as of this writing. It does have the inscription with the brand name ASTOR. Is it a trade-in diamond? If so, shouldn’t it have been re-submitted to the GIA to verify that it is the exact condition when it was originally graded by the lab? Wouldn’t you expect a full, updated report when purchasing a diamond from a top diamond brand?
Blue Nile GIA Certificate Image

Fluorescence

Like James Allen and their True Hearts brand, Blue Nile does not vet for strong fluorescence. While strong fluorescence is not necessarily a bad thing, it is widely known to cause a diamond to appear hazy or oily in some cases and in some lighting environments. It also impacts value and liquidity. These are things that a consumer should be aware of, especially when shopping for a top brand whose marketing message is all about “maximum brilliance”.
Blue Nile GIA Certificate Image

A Word about Princess Cuts

James Allen includes princess cuts in their True Hearts brand, while Blue Nile includes princess as well as cushion cuts in their Astor brand.
James Allen appears to restrict princess cuts to diamonds with AGS Triple Zero reports, but Blue Nile Astor princess cuts (and cushions) have GIA reports, many of which have less than excellent polish or symmetry. And they go as far as labeling them ASTOR by Blue Nile™ Ideal, despite the fact that many of the stones have less than excellent cut parameters documented on the lab report!
A CUT ABOVE® super ideals include princess cuts as well as round brilliants. All come with AGS Triple Ideal Platinum proprietary reports, and all have been specifically screened for additional light performance and durability issues by the Whiteflash gemological team.
Blue Nile GIA Princess Certificate Image
Blue Nile GIA Cushion Certificate Image

Whiteflash A CUT ABOVE® vs Hearts On Fire®

One of the first major jewelry companies to emerge with a specialty in precision cut diamonds was Hearts on Fire®. They offer a round hearts and arrows diamond (referred to as “Hearts and Fireburst”), and a square cut very similar to a radiant cut that they call “Dream”. Established in 1996 Hearts on Fire was born at the dawning of the internet age, and according to their website, by 2007 had become “a true global luxury brand”. They continued to emphasize this message in the ensuing years by pouring millions of dollars into glitzy promotions including making a $10M diamond chandelier and a $6.5M diamond studded bra!
Marketed through a network of brick and mortar stores and backed by massive advertising campaigns, Hearts on Fire became very popular and helped introduced a new generation of consumers to the benefits of ideal cut diamonds. Their commendable philosophy is described on their website:
Hearts on Fire

Are Hearts On Fire Diamonds Overpriced?

As other companies started promoting ideal cut diamonds, particularly those reaching the market through the e-commerce channel, HOF was natural competition with a brand name many consumers had become familiar with. The competitors like the Whiteflash A CUT ABOVE® had one huge advantage – PRICE. Hearts on Fire were beautiful diamonds, but they were priced at a tremendous premium. They came to be known playfully in the industry as “Wallets on Fire”. The huge advertising spend had to be recouped somehow, and that came in the form of exorbitant markup of their diamonds.
That did not seem to slow down the success of HOF however. Having made a major splash in the US, the brand was purchased in 2014 for $150 million by the Chinese company Chow Tai Fook which operates thousands of jewelry stores in Asia.

Direct Comparison: Hearts on Fire vs A CUT ABOVE®

The best way to illustrate the extreme pricing of Hearts on Fire is to find as close to an apples to apples comparison as possible. Below is a .94ct I VS2 Hearts on Fire diamond with basic AGSL Diamond Quality Document priced at $8,475 versus a .91ct I VS2 A CUT ABOVE® Super Ideal with AGSL dual light map Platinum Certificate priced at only $5,457 – a stunning $3,018 overcharge for the HOF diamond! That 36% premium is what many would call a smoking gun. Or maybe a smoking wallet!
Hearts on Fire AGS Certificate Image
Whiteflash ACA AGS Certificate Image
So with A CUT ABOVE® you get a true Super Ideal with an AGSL platinum dual light map report, additional advanced light performance images, buyback and trade up benefits, AND you save 36% versus a ‘global luxury brand’ diamond with no buyback guarantee and a trade up benefit that requires you buy a diamond twice as expensive if you ever want to redeem it!
The $3k you save by opting for this A CUT ABOVE® Super Ideal will buy you a very nice engagement ring! So the only question is, do you want a smoking hot diamond, or a wallet on fire?

Do Hearts on Fire Diamonds Prove their Claims?

Although HOF makes a bold claim with their registered slogan The World’s Most Perfectly Cut Diamonds”, the evidence supporting that assertion is limited. While their ‘registered’ diamonds do come with AGS Ideal report which puts them in the top echelon of diamonds in terms of cut quality, they do not provide advanced light performance images or diagnostics. Their extraordinarily expensive brand building advertising campaign has apparently been deemed by the investors in the company to have been successful enough to no longer require comprehensive proof to the consumer of this lofty claim.
The company business model has crossed over from being an ideal diamond centric brand to a luxury jewelry brand in the style of Tiffany & Co. Their offerings are focused on finished jewelry and exclusive jewelry designs rather than on the diamonds themselves.
From all available evidence HOF diamonds are still very high quality - diamonds cut to AGS Ideal standards are among the best available. But the company seems to have evolved past the need to provide customers with all the information that most savvy internet shoppers expect from a brand laying claim to “the world’s most perfectly cut diamonds”.
In fact, the internet diamond shopper is no longer being courted by HOF. It is not possible to shop for or buy loose HOF diamonds online. From their website you will be directed to a sales agent who will work with you by email or phone.
Despite highfalutin claims of perfection which are not fully substantiated, they do offer diamonds with AGS Ideal certificates and the “Only My Diamond” link from AGSL which displays the certificate, a 360 video, enlarged face up image of the diamond online, and magnified photo of the girdle inscription. They do not however provide any advanced light performance images such as ASET, IdealScope, or hearts and arrows viewer. It is a surprise that they do not provide H&A view considering how much they make of the “perfect” symmetry and “facet shape and alignment”. Even more surprising is that they do not provide ASET considering the AGSL report that is provided.
Hearts on Fire does not publish any detailed specifications or qualifications for their diamond brand. So it is really impossible for the consumer to independently verify their claims of “perfect cutting”, much less optimal light performance. Like many other companies in the space Hearts on Fire hides the specifics behind the all too commonly used veil of “our proprietary cutting formula”, preventing consumers from holding them accountable to a clearly defined standard. This is a fundamental difference between Whiteflash and all other merchants in the industry. In a quest for total transparency and accountability, Whiteflash publishes its entire ‘formula’, in addition to providing the most comprehensive set of diagnostics and light performance images in order to allow consumers to know EXACTLY what they are getting with each A CUT ABOVE super ideal diamond, and enabling them to have each and every claim verified by their own independent gemologists.
From HOF site
Hearts on Fire
Hearts on Fire provides another document called a Diamond Identification Document that is essentially their in-house certificate of registration. Although it looks like some sort lab report, it is simply a form that shows the color and clarity from the AGS report and some self-serving marketing statements about polish, symmetry, facet shape, and facet alignment as being ‘Superlative’, whatever that means. Apparently this is an attempt to create perceived value to justify the top dollar price.
Hearts on Fire HOF Certificate Image

A CUT ABOVE® Super Ideal Diamonds

Whiteflash was founded in the year 2000 with goal of bringing to market the very finest precision cut diamonds with total transparency and at a price that would bring real value directly to consumers. Whiteflash doesn’t consider itself a ‘luxury brand’. Instead, we see ourselves as a company providing elite quality diamonds that are essential to most engagements, with proven light performance at the top of the scale, and at a price that reflects the mindset of the modern consumer – top quality at a fair price.
Since our inception Whiteflash has further developed and refined our brand, our rigorous processes, our website functionality, and increased the depth and breadth of our in-house certified diamond inventories with an Expert Selection category for AGS Ideals that are technical near misses to our A CUT ABOVE® brand, and a Premium Select category that offers the finest in GIA Triple Ex diamonds.
During our 20 years in business Whiteflash has also attained membership in the American Gem Society, become one of the few retail jewelers in the world to be certified for ISO 9000 quality control, and now represents some of the finest designer brands in the bridal business including Tacori, Verragio, Simon G, A. Jaffe, and others. We also offer the most comprehensive set of assurance policies of any company in the business including a Lifetime 100% Trade-up Benefit on all in-house diamonds, free shipping and returns, a buyback guarantee, a free one year service plan, and a referral and repeat purchase incentive program. A convenient link with Jewelers Mutual Insurance Company also provides our clients with effortless access to personal jewelry insurance as well as a three-year and lifetime service plans.

Conclusion

Hearts on Fire is a well-known ‘luxury’ brand that offers beautiful diamonds and exclusive jewelry designs. Their claims of being the most perfectly cut diamonds in the world are not proven. It is uncertain whether or not they are truly in league with A CUT ABOVE® Super Ideal diamonds which are offered with detailed specifications and conclusive proof. What is certain is that consumers pay a huge premium for Hearts on Fire vs A CUT ABOVE® diamonds.
While HOF is the brand A CUT ABOVE® diamonds are most commonly compared to by shoppers, they should instead be doing the reverse, and asking why “the world’s most perfectly cut diamonds” with the world’s highest price premium do not come with all the technical receipts to go along with those claims.

Whiteflash A CUT ABOVE® vs Tiffany & Co.

Tiffany and Co. Ring Box
Tiffany & Co. is one of the most iconic brand names in the world. With a history that dates back to 1837 Tiffany has certainly passed the test of time in terms of their reputation for quality and high-end service. And with those credentials and name recognition Tiffany merchandise is among the highest priced in the market.
With regard to the diamonds it sells, Tiffany has leveraged its reputation to enable it to transition from selling diamonds with GIA reports to now providing their own “Tiffany Diamond Certificate” graded by their own employees. If this seems like a conflict of interest, that’s because it is! While it is probable that they make a sincere effort to be unbiased in their grading, it is unclear how close the Tiffany in-house grading actually is to independent third party laboratories like GIA and AGSL. And small differences in grading of the 4 cs can make huge differences in the value of the diamonds. Below is a statement from their website FAQ regarding the certificate they provide, and in what can only be described as arrogance, it even suggests it is more trustworthy than a GIA report.
Tiffany and Co Certificate
Speaking of the price of Tiffany diamonds, it is pretty widely known that their markups are among the highest in all of retail. This is amazing considering that in the information age it is very easy for the consumer to compare prices among other reputable retailers. The brand appeal of the famous blue Tiffany box is strong enough that many shoppers are willing to pay double or triple for the Tiffany name.

Tiffany & Co. - Diamond Quality

Setting aside price for a moment, shoppers looking for the finest in diamond light performance will have difficulty being able to compare Tiffany offerings to those of other brands like A CUT ABOVE® precisely because they typically no longer provide an independent laboratory report, and do not provide any type of light performance analysis or images. If you want to buy a diamond from Tiffany & Co. you are going to have to pay a steep premium AND you are going to have to take their word for it on specifications and quality. And you are not going to be able to browse an inventory of available diamonds; you will have to rely on a sales associate to present diamonds to you. It’s an old fashioned way of doing business, but their brand is strong enough that they still get plenty of customers.

Transparency?

In a recent initiative to add perceived value to their diamonds Tiffany now promises “transparency” around the origin of their diamonds. It is important to most shoppers today to know that the diamond they are buying was brought to market through legitimate sources and is not part of the problem of conflict diamonds, which by current estimates represents less than 1% of diamonds traded worldwide. The Tiffany initiative is to be commended as consumers want as much information about their diamonds as possible in order to make an informed decision about what diamond is right for them. That is why it is a little hard to understand why Tiffany & Co is not more dedicated to providing as much quality information about the diamonds they sell, especially since many companies have emerged in recent years who do provide a wide range of analytics to prove their claims about quality and light performance of the diamonds they offer.

Whiteflash is Different

Whiteflash ACA
Whiteflash is not your grandfather’s jeweler. We came of age with the internet and were on the vanguard of bringing right-priced, elite quality certified diamonds direct to consumers through the channel of e-commerce. The formula for being able to do that in the early days when internet sales were largely the domain of books and music cd’s, was by delivering exceptional quality, extensive information, industry best technology, and robust assurance policies. Whiteflash made a name for itself by offering a large inventory of A CUT ABOVE® and other precision cut in-house diamonds posted to a state-o- the-art website that provided the information and tools for shoppers to be able to understand exactly what they were buying, with pricing that was significantly better than the lower quality diamonds offered by brick and mortar jewelers.
And if the goal is to acquire a diamond that is world class, Whiteflash has you covered with the A CUT ABOVE® Collection Series. These are the ‘best of the best’ - colorless (DEF), microscope clean (IF- VVS), and super ideal cut along with all the lab reports, diagnostics, and light performance imaging to prove it.
The bottom line is that an older brand like Tiffany appeals to a fairly specific demographic. And it is not the demographic of the modern, self-educating, information hungry internet shopper. Younger shoppers generally want more from their brands. The smart consumers of today want the steak, not just the sizzle. They want to KNOW the quality they are buying, and they want good value for their money. They are not as impressed by brands from the 1800’s, as different shoppers from a different era were, and still are.

A CUT ABOVE® vs Other Brands - Features and Benefits

Features and Benefits Whiteflash A CUT ABOVE® James Allen True Hearts™ Blue Nile ASTOR™ Tiffany & Co. Diamonds Hearts On Fire® Diamonds
Independent Laboratory Certification AGS GIA or AGS GIA No AGS
ASET Image Yes No No No No
IdealScope Image Yes No No No OMD
Hearts Image Yes Yes No No OMD
HD Video Yes Yes Yes No OMD
Additional Image Requests Yes No No No No
Guaranteed In-Stock Yes No No No No
Vetted for Fluorescence Issues Yes No No No No
Vetted for Transparency Issues Yes No No No No
Published Brand Specifications Yes No No No No
Proprietary Lab Certificate Yes No No No No
Diamond Girdle Inscription AGS Certificate Number Sometimes Sometimes Unclear HOF serial#
Gem EX No No Yes No No
Online Consultation with Diamond in Hand Yes No No No No
Trade-Up Benefit Yes only 1x Original Price Yes if 2x Original Price Yes if 2x Original Price No Trade-Up Possible Yes if 2x Original Price
Buyback Guarantee Yes No No No No
* Hearts on Fire is a registered trademark of Hearts On Fire Company, LLC

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