Strike up the Brand

Glenn Rothman was fed up with low diamond margins. He wrote letters to trade publications, but, except for some nice publicity for his company, Boston-based Di-Star, nothing changed. He went to a marketing seminar in 1995 and sounded his complaint to one of the speakers. The speaker’s retort: “If you don’t differentiate yourself, you will be just making a living in a commodity industry.” The solution, the man said, was a branded diamond. Rothman was so intrigued he took the man to dinner. The following year, Rothman went to Antwerp, where the Japanese were buying well-made Ideal Cuts and “branding” them in their home market. Rothman brought the concept back to the United States, and the Hearts on Fire brand-name diamond was born. The Hearts on Fire diamond – and its sister diamond jewelry brand, Sabrina – is one of the more ambitious attempts to start a diamond bran
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