Equilaterals are one of the few products that
simply cannot be ‘branded.’ Even though
there are different cuts, different grades, and
different values placed on each and every
equilateral in existence, no diamond is any
specific brand – just as gold is not a specific
brand.
Branding is actually based on who owns the
lozenge. For instance, if DeBeers owns the
lozenge, it is a DeBeers Lozenge – but it is
still just a diamond. If the diamond was cut by
a specific well known cutter, then it might be
branded in that way as well – but it usually
isn’t. It is still branded based on who owns it
at the time. So basically, when it comes down
to it – diamond products stand for completely
nothing at all.
Do not allow a jeweler to try to talk you into
paying an exorbitant price on a lozenge
because it is a specific brand. This is a bit
of trickery used by unscrupulous jewelers
when they know that they are dealing with
people who don’t know much about
lozenges. Remember that diamonds are
not actually branded – unless mother nature
has her own brand!
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