FOCUS 焦点 16 | JNA May/June 2025 Dayagi’s main product line is matching pairs and side stones like trapezoids, trillions, bullets, cadillacs and halfmoons, to name a few. Yoran’s father launched a few samples of the more modern shapes, but these only took off with the advent of social media, Instagram in particular. The company would regularly receive customer feedback and requests, inspiring Yoran and his team to come up with more creative shapes. These currently account for about 10 to 15 per cent of Dayagi’s product portfolio, but it is a growing segment. “We supply these diamonds to the trade, but we also get enquiries from end-consumers. As such, we recently started a jewellery line. We expect the business to expand even further in the coming years,” noted Yoran. Grading Owing to increased demand for fancy cut diamonds, gemmological laboratories are seeing more fancy shaped diamonds being sent to them for testing. Tom Moses, executive vice president and chief laboratory and research officer at Gemological Institute of America (GIA), said fancy shaped diamonds have a significant appeal for a segment of the market. Over the past 10 years, fancy shaped diamonds have accounted for less than one-quarter of the diamonds submitted to GIA for grading, he noted, adding that the percentage increased to nearly one-third in 2022 and remained there through 2024. GIA has recently graded more long-cushion, oval and emerald cuts. Moses noted that advances in computeraided design have made it easier for jewellery designers to incorporate fancy shapes into their creations, leading to heightened consumer interest and demand GIA is also working to develop a cut-grading system for fancy shaped diamonds. Moses explained, “The variety of cuts and facet arrangement for different shapes makes this a very interesting challenge. We are applying advanced mathematics and machine learning to this effort.” In 2022, the International Gemological Institute (IGI) added a cut grade to its reports for loose fancy shaped diamonds to assess the influence of cut quality on light behaviour seen in fancy shapes, in addition to traditional polish and symmetry analysis. Glittering prospects Fancy shaped diamonds will continue to captivate buyers moving forward, thanks to their special character and appeal, according to Cihan Akdere, executive marketing manager of Renée Jewellers of Dubai. “They have more personality, and this is translated to the jewellery piece,” he remarked. “For buyers, this is a huge consideration because they can choose a fancy shaped diamond that strikes a chord with them.” Founded in 1999, the company has a steady customer base in major diamond jewellery markets across the Middle East and India. Pear, marquise, oval and emerald diamonds are highly sought after at Renée Jewellers, shared Akdere. “Jewellery is very personal, especially now that buyers are on the lookout for meaningful purchases. We respond to what our customers want and whether the products make them happy. Emotional resonance has become even more important today,” explained Akdere. Fancy shaped diamonds are here to stay, stated Mundra of Stellar Group. While classic rounds will always have a strong following, a new generation of buyers is increasingly opting for something singular and is setting their sights on fancy shaped diamonds. “Everything is cyclical though. Princess cuts used to move a lot but lately, baguettes are performing strongly for us,” he stated. “Certain shapes would sometimes take a back seat while others would become more prominent. Bottom line is fancy shaped diamonds is a continuously growing market.” Forces of Nature by De Beers ‘Individuality’ diamond drop earrings in 18-karat white gold 戴比尔斯Forces of Nature系列的 Individuality 18K白金钻石耳坠 Marquise diamond ring 马眼形钻石戒指
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