The Creation of a Perfectly Cut Diamond
A Brief History of Hearts On Fire
1996. It's the year when a small diamond company by the name of Di-Star forced a massive paradigm shift in the diamond industry, changing forever the way diamonds are bought and sold at the counter.
But do you really know why?
It all started with a gradual shrinking of profit margins experienced by most retail stores all over the globe. There are a number of reasons for this, especially the perception of the consumer when comparing diamonds with the same shape, size, color and clarity.
The lack of differentiation when comparing like products, would inevitably lead to price wars that would render most jewelry stores unprofitable. Faced with decreasing margins, jewelry store owners turned to their suppliers for answers.
Faced with this problem, Glenn Rothman, the visionary proprietor and then owner of Di-Star, suddenly had an epiphany. What could we do differently as a company to create more value for our customers and restore profitability? But more importantly, what could we do to change the diamond buying experience at the counter and create consumer demand? Could a diamond actually be branded? It could...and it was.
Learn more about each area of this amazing story below, straight from Hearts On Fire Master Diamond Cutter Brian McHardy: