Smit Virani, chief operating officer of Hini Star Ltd, talked to JNA about The OPTICA Series™, an exceptional collection of inventive cuts that further enhances the diamond’s brilliance and unique appeal.

What makes these diamond cuts stand out?

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.

How has the diamond business performed in the first half of the year?

Despite slow economic growth and other challenges specific to the diamond industry, I remain optimistic about the future. Hini Star is investing in The OPTICA Series™ since it represents fresh dynamics that fuel growth and the evolution of an innovative business ecosystem.

The development of The OPTICA Series™ is an example of this collaborative ecosystem since it aligns product and design innovation with consumer demands. It also provides retailers with marketing tools to enhance customer engagement and buying experience. Ultimately, this unlocks new value to lift revenues and sales across the ecosystem.

How crucial is innovation in the industry today?

Innovation is the engine of growth and sustainability. But to preserve and advance the universal symbolism that gave diamonds their traditional value, we also need to give innovation a human face. Investing in The OPTICA Series™ is our means of providing the deep, emotional experience that consumers crave.