By definition, branding is about taking something and improving upon it in ways that make it more valuable and meaningful.
Brands are sponges for content, for images, and for conveying emotional feelings. Plato, the Greek philosopher believed that behind and above and beneath everything concrete we experience in our daily lives is the idea of that thing, which gives the thing lasting, even everlasting meaning.
As one of nature's most enduring substances, diamonds – revered by the ancients for its mystical powers to protect and heal, worn through the ages as the ultimate symbol of love and commitment – a documented history going back at least 3,000 years. But how do you improve upon a diamond and make it more valuable and meaningful? You differentiate it. But easier said than done, how do you affect and overcome perceptions about a product built up over many decades?
To that end, Glenn Rothman, the founder of Hearts On Fire, assembled a team of experts analyze every aspect of the diamond industry. From how the crystals are formed in nature, from the sourcing of the rough, the engineering and intricacies of the diamond cutting process, marketing, etc., he would leave no stone unturned in his quest to create his dream of "The World's Most Perfectly Cut Diamond."
Glenn pondered the situation…could he answer all of those above questions and produce a diamond that would conform to the highest standards and could the AGS Diamond Quality Document provide his brand with third party validation? He could...and he would.
Read more about how Glenn got started in Brian’s Brief History of Hearts On Fire.