Adding exclusivity and more to a girl's best friend

WITH more consumers willing to pay top dollar for bigger-sized and quality diamonds, it's no wonder that the retailers are making sure that they offer exclusive diamonds as much as they can - such as patented cuts and customised orders.

Mondial, for instance, has just introduced its latest diamond collection under the trademarked Mondial Excellent Cut label to align itself even closer to Gemology Institute of America (GIA) standards. 'What it means is that our diamonds are certified as 'excellent' in cut, polish and symmetry by the GIA,' explains the company's spokesman. Known as a brand synonymous with internationally certified high quality diamond collections and European inspired jewellery since 1979, Mondial works with two global diamond sightholders to source its diamonds.

What the classification means is that the certified diamonds will always guarantee 'excellent cut, excellent polish, and excellent symmetry', colour graded from D to G and clarity from IF to VS1, as certified by GIA.

The Mondial Excellent Cut diamond has the regular 58 facets. The diamond is cut and polished before it gets its GIA certification. 'And the GIA is an independent body,' points out the spokesman.

The demand for 'made to measure' Gabrielle diamonds has picked up very well, says Florence Neo of Charlotte Ehinger-Schwarz. 'Exclusive isn't enough anymore. With customers getting more affluent and knowledgable, they're specifying everything about their diamonds,' she says. The service allows customers to order custom-cut diamonds of two carats and above according to their preference for shape, colour, clarity and carat weight. The cut will have 105 facets, devised by master diamond cutter Gabriel Tolkowsky.

'While we have other diamonds on sale, customers usually ask for the Gabrielle diamond,' Ms Neo says.

Another company to focus on its diamonds is TianPo, which has been carrying the trademarked Hearts On Fire of 58 facets. The Hearts on Fire brand was created in the US in 1996, and its unique point is the polishing of its diamonds at 100 times magnification, 10 times the industry standard.

Less than one per cent of gem-quality diamonds are selected by the brand; its diamond takes up to four times longer to cut than a generic diamond of the same size; and the standard meets American Gem Society (AGS) standards