For its Next Act, Altr Goes with Hearts and Arrows

SourcingJun 18, 2019

For its Next Act, Altr Goes with Hearts and Arrows

At JCK Las Vegas, the lab-grown diamond brand introduced a patented cut created for its new collection, “Altr X.”

The key visual that will be used in the advertising campaign for “Altr X,” the lab-grown diamond brand’s collection featuring a new, patented Hearts and Arrows cut. H&A originated in the 1980s with diamond cutters in Japan.

New York—Lab-grown diamond brand Altr introduced an upgrade at JCK Las Vegas—a fresh collection featuring a patented Hearts and Arrows cut the company says will set a new standard for brilliance.

Developed by R.A. Riam Group’s Ritesh Shah, the brother of Altr President Amish Shah, the cut for the “Altr X” collection bumps up the number of hearts and arrows patterns from eight to 10.

The light refraction for the diamonds in the collection tops 97 percent, which will become the “new benchmark” for the industry for both natural and created diamonds, Amish Shah said.

Altr X diamonds are round brilliants cut by hand by master craftsmen at 100x magnification and graded by Don Palmieri’s New York lab, the Gem Certification & Assurance Lab (GCAL).

But that’s not what Shah wants retail salespeople to talk about when they talk about Altr X.

He does not want them to make Altr X a “technical story” because he thinks this is where the industry is going wrong in selling diamonds—it is sharing too many details that don’t matter to consumers.

“What I want to do is slowly start moving away from conversation that a salesperson has across the counter, ‘Oh, this is a G, VS2,”’ he told National Jeweler during at an interview at JCK.

“I think we don’t get it. A consumer understands size. Let them try it.”

RELATED CONTENT: The ‘Monster’ Looking to Disrupt Man-Made Diamond Marketing
Shah said consumers also understand a diamond’s beauty, which is why it developed Altr X.

“We’re very clear going into ‘19, into the season, that the two things we want to focus on are size and beauty, which is brilliance, sparkle,” he said. “What matters the most to the consumer is what they can see. They can see and feel the size, they can see the brilliance.”

To help its retailers tell the story of Altr and, now, Altr X, the company created a training department in fall 2017 that is headed by Mike Marelli.

Shah said the department has done more than 750 hours of training since, working with over 1,400 store associates, and now mandates that any retailers who want to carry Altr have their staffs trained by the company.

In the interview at the show, Shah also addressed one of the main criticisms routinely made of lab-grown diamonds—that the stones, as a product of technology, will only increase
in number and drop in value over time.

He said technology does not commoditize, but selling it as a commodity does.

The company views the Altr brand as technology but also as a luxury, and it focuses on three core processes: creating consumer desire for diamonds, driving innovation and giving customers great service.

“When you do a good job, that’s when people stand in lines outside to buy one,” Shah says. “Strong technology brands are great at protecting their inherent value.”

WATCH: The 30-Second Version of the ‘Altr X’ Film

The fall 2019 marketing campaign for Altr X is currently under production, the company said, and will be unveiled in September.

The above film was shot as part of the campaign to “rekindle desire” and will be distributed through digital media channels, store-front TVs, small TV spots and as GIFs for various uses.

“The idea,” Altr said, “is to start a conversation that is a little more edgy, modern and desirable for the consumer to engage with.”

Altr is a division of R.A. Riam Group, a New York-based diamond and fine jewelry manufacturer that also deals in natural stones. (Ritesh and Amish’s grandfather started the family’s jewelry manufacturing and diamond trading business in India in 1933.)

Altr is sold through hundreds of jewelers in the United States, both under its brand name and as private-label lab-grown diamonds and diamond jewelry, as well as in more than 50 stores in New Zealand and Australia.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Lab-GrownAug 12, 2022
Report: State Bank of India to Begin Lending to Lab-Grown Producers

The loans will go mostly to the import of machinery rather than working capital, according to a recent article from The Economic Times.

FinancialsAug 12, 2022
Brilliant Earth’s Fine Jewelry a Hit in Q2

The company is also continuing its retail expansion.

AuctionsAug 12, 2022
2 Rolexes Paul Newman Gave to Stuntman Stan Barrett Head to Auction

The sale also will include a third Rolex, with all three watches tied to Barrett’s 1979 attempt to break the world record for land speed.

Brought to you by
The American Mined™ Collection: Ethical Sourcing That Matters

Rio Grande provides a pathway to responsibly sourced gemstones.

CollectionsAug 12, 2022
Piece of the Week: İTÄ Jewelry’s ‘Danza’ Ring

It mixes diamond shapes and colors.

Weekly QuizAug 11, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Supplier BulletinAug 11, 2022
AGTA GemFair™ Denver – Back and Better Than Before!

Sponsored by AGTA

AuctionsAug 11, 2022
Sotheby’s Is Preparing its First Art Jewelry Auction This Fall

“Art as Jewelry as Art” features works from artists like Salvador Dalí, Alexander Calder, and Max Ernst.

Brought to you by
Knowledge and Skills for Today’s Hot Topics

From laboratory-grown diamonds to design to country-of-origin, GIA's Alumni Collective™ has a seminar to suite your needs.

IndependentsAug 11, 2022
Martin Katz Is Moving to a Penthouse

The jeweler is relocating his Beverly Hills store after 20 years and has begun developing a lifestyle brand.

MajorsAug 11, 2022
Brilliant Earth Opens First Missouri Showroom in St. Louis

It’s the company’s seventh showroom opening this year.

Events & AwardsAug 11, 2022
HRD Antwerp Is Bringing Back Its Jewelry Design Competition

The Belgian organization is calling for entries from all over the world, with an eye on attracting emerging talent.

ColumnistsAug 10, 2022
On Data: What We Know About Jewelry Sales So Far This Year

Sherry Smith digs into year-to-date data on lab-grown vs. natural diamonds, the performance of colored gemstone jewelry, and more.

EditorsAug 10, 2022
Take a Tour Through Buccellati’s Vintage Jewelry Collection

Associate Editor Lenore Fedow leads readers through the Italian jeweler’s works from the 1940s to the 2000s.

CrimeAug 10, 2022
Smash-and-Grab NY Thieves Flee with $2M in Jewels

The NYPD is still searching for the four suspects who robbed Rocco’s Jewelry in the Bronx.

Events & AwardsAug 10, 2022
JA New York Returns with New Designer Gallery

The jewelry trade show is taking place Aug. 14-16 at the Javits Center in New York City.

MajorsAug 10, 2022
GIA Is Now a Sponsor of AGS Young Titleholders

The sponsorship will help fund programs and initiatives in the upcoming year.

MajorsAug 09, 2022
Signet to Buy Blue Nile in $360M Deal

The jewelry giant said the acquisition will allow it to tap into a pool of customers who are younger, more affluent and ethnically diverse.

TechnologyAug 09, 2022
Tiffany & Co.’s CryptoPunk Pendant NFTs Are Sold Out

There were only 250 made available, selling for more than $50,000.

CollectionsAug 09, 2022
Cora Sheibani Shows a Magic Garden of Jewelry at Sotheby’s

The British-based Swiss designer’s “Pottering Around” collection is for sale at Sotheby’s East Hampton starting this week.

CrimeAug 08, 2022
Nehal Modi Sentenced to 3-9 Years in Grand Larceny Case

He was convicted last month after falsely claiming he had a deal with Costco in order to obtain millions in diamonds from LLD Diamonds USA.

TrendsAug 08, 2022
Amanda’s Style File: Spicy Spinels

Tough, vibrant, and full of personality, spinel is a perfect birthstone for August babies, Amanda Gizzi says.

IndependentsAug 08, 2022
Gemist, NDC to Offer Custom Pieces by BIPOC Designers

Dorian Webb, one of the designers in the Emerging Designers Diamond Initiative, will be the first to work with Gemist.

MajorsAug 08, 2022
Here’s How to Support Jewelers for Children this JFC Day

The charity will hold its fifth annual fundraising day on Sept. 24.

SourcingAug 05, 2022
Rare Earth Mining Co.’s Bill Heher Dies at 72

The passionate gem lover helped bring more than 300 different varieties of stones to the gem trade.

TrendsAug 05, 2022
Piece of the Week: Storrow Jewelry’s ‘Emblem Rosa’ Charm

The brand has attracted attention for its colorful, vintage-inspired pieces.

MajorsAug 05, 2022
Former Nike Executive Joins Team at David Yurman

Marcelo Tau is the company’s new chief operations officer.

Policies & IssuesAug 05, 2022
Satta Matturi Joins RJC Board

The jewelry designer founded her eponymous brand in 2015 after nearly two decades in the diamond industry.


This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy