Whiteflash-Diamond Playground

From Bloomberg - For today’s brides, diamonds are still forever; they’re just not always round anymore. In the $6 billion market for diamond engagement rings, square-cut designs, notably worn by actresses Ashley Judd, Brooke Shields and Reese Witherspoon, are booming in popularity. Witherspoon sported an Asscher square-cut stone, distinguished by long, slender facets and beveled corners. Judd and Shields flash a cushion style, with curved sides, rounded corners and triangular facets. While round diamonds are still the most sought-after shape, representing 47 percent of diamond engagement rings, that’s down from 55 percent a decade ago, the New York-based Diamond Information Center says. Square cuts have grown to 30 percent from 9 percent in 1999. “I had seen so many round diamonds, on friends and family, so I just wanted something a little more unique,” said Lorna Blaire, who recently decided on a cushion cut for her ring, a 2- carat gem set on a diamond and platinum band. It looked pretty on my hand. It pops out.” The months of October through December accounted for 37 percent of U.S. sales of diamond engagement ring in 2006, when more than 80 percent of brides received a diamond engagement ring. (full story)