Zales are jubilant about their scintillating new diamond cut.
The "Celebration Infinite" diamond is Zales's newest exclusive cut. It has 185 facets. The number is more than three times as many as a traditional brilliant cut, which has 57 to 58 facets. The "Celebration Infinite" diamond comes in round, oval, pear, & cushion shapes.
"The Celebration Infinite diamond has more points of light reflecting off of it because it has more facets," Zales said.
Zales said that Gemological Science International (GSI) grades the diamonds and gives them an "excellent" rating for brilliance, fire, and scintillation, which are all ways that light moves through the diamond.
The Celebration Diamond bridal collection, which Zales has sold for 14 years, will use Celebration Infinite diamonds as the center stones.
"At Zales, our goal is to always come up with new ways to help our customers find the best diamonds to show their love for their partner. "That's why we're so excited to introduce the Celebration Infinite diamond," said Jamie Singleton, president of Zales, Kay, and Peoples and chief marketing officer at parent company Signet Jewelers.
"The diamond has three times as many facets as a traditional brilliant-cut stone, so it sparkles and shines for people who want an engagement ring that not only celebrates their love but also tells the world about it."
As part of the release of the new cut, Zales has added 18 new rings to the Celebration Infinite collection.
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You can get the new rings in white or yellow 14-karat gold with oval, round, pear, or cushion-cut diamonds.
Prices range from $3,339 to $13,339.
The collection is now on Zales's website, and some stores will start carrying it on July 1.
To show off the new cut, Zales has made an online experience that lets customers see the Celebration Infinite diamond from all angles.
Users can learn more about the Celebration Infinite diamond by comparing the new cut to a traditional brilliant cut.
In Zales stores, this tool can be shown to customers on iPads by jewelry consultants.