Cushette Fancy Cut Diamond
The Cushette Cut was developed through the patented Rosetta
Process, which brings eight additional facets into the pavilion, producing
greater light refraction. It is a Cushion Cut stone designed for increased
brilliance.
PHYSICAL CHARACTERISTICS AND CUTTING ISSUES
There are 77 facets in the Cushette Cut: 33 on the crown and
44 on the pavilion. The color grades of the stones range from D to J, with
clarities from IF to 11. The stone is offered in weights from .25 to 10 carats.
Table sizes range from 62 to 72 percent. Total depth range is 65 to 74 percent.
Cushette Cut diamonds are branded and numbered. The stones are Gemological
Institute of America (GIA) and Gem Certification & Appraisal Lab, LLC (GCAL)
certified.
MARKETS AND MARKETING
The Cushette Cut is sold in middle to high-end stores. It is
sold on an exclusive dealership basis only. Marketing support for the Cushette
Cut includes displays, co-op ad programs, radio and television spots, Duratrans
- translucent-base color transparency material for backlit displays - and
countertop sales brochures.
A website, cushette.com, contains a password-protected
section accessible only to Cushette exclusive dealers. On the site, dealers may
reserve inventory and set their own price margins. There is also an "ad
exchange," where dealers with Cushette programs post their print,
television and radio ads to enable other exclusive dealers to see how the
diamond is promoted in other areas of the country. A web-based and CDROM
tutorial has been developed for sales staff. Retailer in-store seminars are also
available.
PRICING AND SUPPLY
The price range for the Cushette Cut is between $500 and
$75,000. There are currently approximately 80 exclusive retail dealerships
throughout the U.S., Canada and Australia.
WHAT BUYERS SHOULD LOOK FOR
Dealers can emphasize the marketing slogan of the Cushette
Cut, which Diamco calls "diamond impressionism," a break from
tradition with a unique stone that has greater brilliance, fire and color. The
diamond can also be marketed as "having the properties of a cushion cut and
the brilliance of a round stone."