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At some point in time, I am sure that most people would have heard of the slogan “The World’s Most Perfectly Cut Diamond” either through mass media advertising or big banner boards.
Just like how Tiffany & Co created the iconic blue box to associate value in the minds of consumers, Hearts On Fire has created a strong branding whereby customers are willing to pay more for their products over other unbranded jewelry.
With their successful branding, they had become one of the more prominent and profitable retail jewelry business in recent times. In this review, I’m going to share my personal opinions and first hand experiences of Hearts On Fire with you.
The first thing that caught my attention when I stumbled upon Hearts on Fire diamonds was the perfect name. Whether you are familiar with the world of diamonds or not, the name invokes positive emotions.
Both words in the company’s name, “hearts” and “fire” give people a positive feeling and are associated with warmth and love. If you know just a bit more about diamonds, you will probably realize that this name is also neatly connected in a few ways.
First, the structure “hearts on…” is a clever play with one of the most well-known optical characteristics found in a standard round brilliant cut, “hearts and arrows”.
Secondly, fire – or dispersion – is also one of the most important characteristics which gives a diamond its beautiful sparkle and brilliance. And we didn’t even mention that people usually buy engagement rings when their hearts are on fire!
The company wants you to believe their product is unique but it really isn’t. The truth is that HoF diamonds are nothing more than the standard 57 facets round brilliant cut any other vendor can also offer.
When a round diamond is cut to ideal proportions and precise craftsmanship, a phenomenon of hearts and arrows can be seen through the diamond’s crown and pavilion using a special viewer.
Well, the real answer is NO. It isn’t. But they try to make you think it is with the use of clever marketing strategies. If you visit the official Hearts On Fire website and spend some time reading through it, you will realize that their “signature” diamond is nothing more than a standard 57 facets round brilliant cut.
I have proof to back this up too. Check out the AGS report for a Hearts On Fire diamond below…
Supposedly “exclusive” cut is none other than a traditional round brilliant cut.
Even the grading labs labeled it as such. Why would HoF try to tell you otherwise?
In a market so abundant and maybe even bloated with round diamonds, how does Hearts on Fire try to stand out from the crowd? Well, I had some answers after visiting my local retailer. What was touted to me during a store visit was the use of “superlative” polishing in HoF stones.
“Using super high tech anti-vibration technology on the cutting wheel and a secret formula (that no one else presumably has in the world), they are able to create the world’s most perfectly cut hearts and arrows diamond. The finishing of their stones is graded at 100X magnification. That’s TEN TIMES the industry standard of grading diamonds!”
With clever marketing, HoF tries to package everything in a manner to make you believe there is some secret recipe (stated on their official site) invented by a scientist who slaved away his life in the lab. For the record, creating perfectly cut hearts and arrows diamonds isn’t something new or unique to Hearts On Fire.
In fact, the Japanese pioneered the cut during the 80’s and the person who made H&A gain traction is a man called Brian Gavin. Also, the cutting method that is used to create the hearts and arrows patterning is openly shared in the public domain. If you are interested to find out more, click here.
What about the superlative polish at 100X? Wow! That’s like 10 times better than what other people are doing. Really? Let me ask you some practical questions.
The truth is, no human eye can tell the difference between a light ray passing through a facet polished to ideal standards at 10X and another one that is polished to “superlative” standards at 100X.
Trying to stand out from the crowd by focusing on a feature like ‘superlative’ polish doesn’t add aesthetic value to my eyes (as well as towards my ASET/Idealscope’s). It does however, adds a superlative premium to the price tag.
More Importantly, We Need to Put Their Stones Through the Litmus Test…
In order to judge the light performance and optics of Hearts On Fire diamonds with objectivity, we made use of the Idealscope and discovered some surprising results. On the next page, find out whether they really hold up as the most well cut diamonds on Earth…