For its Next Act, Altr Goes with Hearts and Arrows
By Michelle Graff
michelle.graff@nationaljeweler.com
June 18, 2019
The key visual that will be used in the advertising campaign for “Altr X,” the lab-grown diamond brand’s collection featuring a new, patented Hearts and Arrows cut. H&A originated in the 1980s with diamond cutters in Japan.
"New York—Lab-grown diamond brand Altr introduced an upgrade at JCK Las Vegas—a fresh collection featuring a patented Hearts and Arrows cut the company says will set a new standard for brilliance.
Developed by R.A. Riam Group’s Ritesh Shah, the brother of Altr President Amish Shah, the cut for the “Altr X” collection bumps up the number of hearts and arrows patterns from eight to 10.
The light refraction for the diamonds in the collection tops 97 percent, which will become the “new benchmark” for the industry for both natural and created diamonds, Amish Shah said.
Altr X diamonds are round brilliants cut by hand by master craftsmen at 100x magnification and graded by Don Palmieri’s New York lab, the Gem Certification & Assurance Lab (GCAL).
But that’s not what Shah wants retail salespeople to talk about when they talk about Altr X.
He does not want them to make Altr X a “technical story” because he thinks this is where the industry is going wrong in selling diamonds—it is sharing too many details that don’t matter to consumers.
“What I want to do is ... "
https://www.nationaljeweler.com/diamond ... and-arrows