26-6-2019
Lab-grown diamond brand ALTR introduces a collection named ALTR X features a patented Hearts and Arrows cut adding the number of hearts and arrows from eight to 10. The company’s president Amish Shah said the light refraction for the diamonds in the collection tops 97 percent.
ALTR X diamonds will be grown in ALTR’s diamond reactors, polished at 100X magnification and cut by experienced craftsmen and graded by New York’s Gem Certification & Assurance Lab (GCAL) will maximise the brilliance and clarity of the Hearts and Arrows Super Ideal Cut was developed by diamond cutters at Gemological Institute of America (GIA) Japan in the 1980s.
To help its retailers with the story-telling techniques for both ALTR and ALTR X, the innovator created a training department in fall 2017 for over 1,400 store associates. While the marketing campaign for ALTR X is still under production and will be released in the coming September.
← Back