Special Cut Diamond Shapes

Three new cuts of diamonds have been created and patented. They gather and reflect light in a very exciting way thus departing from the sheer uniformity and commonness of the old style of cuts. These cuts are known collectively as “Cool Cuts” and individually as Shiva, Heera and Amity. Heera is the supreme Greek Goddess of marriage and fertility. The Heera cut (49 facets) celebrates this universal tradition. A wide range of celebrities have been invited to design a series of limited edition jewelry using this cut. The National Osteoporosis Society is set to benefit from the sale of 3 new cuts of diamond thanks to the generosity of the London based diamond merchant Emdico and society jeweler Blondel Cluff. The team produced the new cuts, pledging a percentage of the wholesale and retail proceeds of the gems to the NOS. Dawn French, part of one of the most successful partnerships in British Comedy today, designed her first ever piece of jewelry for the Dazzler Campaign using the Heera diamond. Stephen Webster, a high society jeweler, designed the Whirling Goddess for the Dazzler Campaign. Inspired by the Heera cut, this dramatic ring reflects the supremacy of the Greek goddess herself.