A coffee bean is just a coffee bean until someone like Howard Shultz comes along and from that simple bean creates a branded product – a hand crafted espresso drink served in an environment such as a coffee house. The sight, smells and sounds associated with the art of coffee making communicate on a much deeper and inspirational level that actually transcends the product itself. Coffee would never taste the same again.
Likewise, a diamond is just a diamond until someone like Glenn Rothman comes along and from it creates a branded product – a product selected for its optical purity from the very finest diamond crystals, artisans with a sense of touch and a skill level that personifies their trade. They apply space-age technology to cut and polish the surfaces to a mirror like finish that mesmerizes and dazzles from 16 feet away. It is truly a magical feat.
Diamond customers today have so many choices when purchasing a diamond – it honestly seems like everyone is joining the diamond business these days; Blue Nile on the internet, Costco and other discount houses, big box stores like Wal-Mart, and of course independent jewelry stores. All selling the same undifferentiated product using the same 4C's matrix...all at war with each other for a slice of the same pie.
Recognizing differentiation and emotional connection as the key to branding, Hearts On Fire feels much differently about how a diamond should be presented to a customer making such an important purchase. The key is showing the customer the higher value that a Hearts On Fire diamond provides. It all starts with the Proportion Scope, showing of the crystal clear, perfectly formed Hearts and Fireburst™ – a visual proof of perfection and consistency in every Hearts On Fire diamond, no matter how big or how small. Proof that your diamond is cut to the same high standards of every Hearts On Fire diamond – releasing the ultimate sparkle that makes it look larger and more brilliant than any other diamond. This is the Hearts On Fire "WOW" factor.