Smit Virani, chief operating officer of Hini Star Ltd, talks about The OPTICA Series™, an exceptional collection of inventive cuts that further enhance a diamond's brilliance and unique appeal.
What makes these cuts special?
There are two differentiating factors that make The OPTICA Series™ unique. Firstly, the cuts – STELO, ROZO, FLORO – feature symmetrical optical patterns that intensify the movement of light in the diamond. We leveraged advanced digital design and manufacturing technologies to develop a patented process that creates unprecedented brilliance and significantly enhances overall light performance.
Secondly, The OPTICA Series™ resulted from ongoing research and technology investments to meet modern consumers' demands and how they experience a diamond. Each cut is strongly aligned with powerful symbols – star (STELO), rose (ROZO) and flower (FLORO) – that reflect the personality, passion and philosophy of a new generation of diamond owners. This offers retailers an opportunity to enhance customer engagement and buying experience. These diamonds are available in 0.23 carat and up, D to H colours and VS2+ clarity grades.
We will continue to grow The OPTICA Series™ with research-driven designs to reflect self-purchase and social media trends that attract younger buyers.
How is The OPTICA Series™ experiential?
Research tells us that consumers want an experience that goes beyond standard certifications. Each stone in The OPTICA Series™ tells a unique story that captures the values of socially conscious and highly individual consumers.
With millennials and Gen Z accounting for two-thirds of diamond jewellery demand in the world, consumers are now more educated about the nature of diamonds. They want something unique, natural and authentic that reflects their values. Consumers want to own – and experience – the most beautiful diamond they can.
The industry is also rethinking traditional business models and marketing and sales strategies to better align with its target customers. The OPTICA Series™ will continue to shape our future investments as the business is passed on to the next generation.