FOCUS 焦点 14 | JNA May/June 2025 Jewellery circles are abuzz with talk of fancy shaped diamonds steadily gaining favour among today’s buyers. And while market demand for go-to shapes such as pears, emeralds and ovals remains stable, less- mainstream cuts are capturing considerable attention. In fact, rarity is directly proportional to desirability when it comes to diamond cuts. According to diamond traders, the more special and exceptional the cut, the more popular it is in the market. Meanwhile, trapezoids, kites and cadillacs, among other more modern shapes, are also catching the fancy of perceptive buyers. While generally conceptualised as side or shoulder stones, there is nothing stopping designers from using these unique stones as innovative centrepieces. Cementing fancy shaped diamonds’ reputation as ultimate design game changers are renowned jewellers who constantly incorporate fancy cuts in their beloved collections. Jewellery designer to the stars Lorraine Schwartz, for instance, has time and again fascinated highprofile clients with her opulent creations, led by a long list of celebrity engagement rings – from Beyoncé’s emerald-cut diamond to Kate Hudson’s elongated cushion-cut diamond and Heidi Klum’s yellow oval diamond. This reinforces the pivotal role that influencer and celebrity marketing plays in setting the next important trend, especially among younger generations. Most recently, the trade witnessed a surge in demand for marquise diamonds. Yoram Dvash, president of the World Federation of Diamond Bourses (WFDB), attributes this to American singer and actress Selena Gomez’s 8-carat marquise diamond engagement ring. “Selena received her engagement ring and there was a sudden spike in demand for marquise diamonds, which have not been as popular in recent years,” he noted. “We need to focus our messaging on what resonates with young buyers and to invest heavily in expanding our market reach.” The extraordinary sparkle of fancy shaped diamonds 花式切割钻石绽放耀目光芒 | Bernardette Sto. Domingo 杜明高 | Fancy shaped diamonds are all the rage in an industry yearning for a breath of fresh air. While round diamonds continue to enjoy steady demand, market appetite for fancy cuts is gaining ground, fuelled by consumer aspirations for divergence and originality. 珠宝行业求新若渴，花式切割钻石因而大放异彩。圆形钻石需求固然稳定，但消费者 对时尚新颖和原创的产品也趋之若鹜，令五花八门的切割方式在市场上渐受重视。
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