While the popularity of princess-cut diamonds has grown quickly since their debut in the 1960s, a new sister cut could give them some competition. Los Angeles–based diamond cutter and jewelry maker Bez Ambar offers the Blaze cut, which features fewer and bigger facets that result in “more fire,” the firm states on its website. A concise video tutorial shows just how well the rock reflects light, mesmerizing would-be buyers and, quite possibly, inspiring a fire of desire that could lead to sales. While the shield-style ring below has a hefty price tag of $34,100, entry prices for pieces set with Blaze stones start around $2,600.

To me, the Blaze cut is more appealing than a princess because it has a softer silhouette, but what’s your take?

Oval-shape shield ring in 18k white gold with 4.40 cts. t.w. Blaze-cut diamonds and 1.38 cts. t.w. melee; $34,100

JCK