The Gift Of Forever

Rand Diamonds, Inc. is a company that’s reputation for quality, integrity and excellence is built on a deep-rooted, multigenerational foundation. Since 1947, when patriarch Barney Laub became on of a select few allowed to acquire rough diamonds directly from the source, the diamond †fields of South Africa, his company has become the leading supplier of cut and polished diamonds to the most prestigious retailers worldwide.

Now, with its latest innovation, the one to three Rand De†ned Diamond Disc features hand selected loose diamonds that meet the highest, most exacting possible standards and for the †first time is available to the public.

The brainchild of Sean Cohen, CEO of Rand and third-generation member of the esteemed diamond enterprise, the disc resembles the face of a †fine wristwatch—but instead of telling time, it embodies timelessness. This portable “vault” contains tangible, concentrated wealth that unlike other forms of investments, can be held in the palm of your hand. In addition to its contents holding the elite Triple Excellent certification from the Gemology Institute of America (GIA), the world’s foremost diamond authority, the disc encases stones that have been painstakingly vetted by Rand. “Our diamonds are of the size, color and purity range that are typically used for engagements globally,” says Cohen. “Not only are they always in demand and therefore liquid, but they also happen to be the most beautiful.”

Naturally, the longstanding adage of “beauty is in the eye of the beholder” comes to mind. But the form of beauty to which Cohen refers is based in fact. “Most people believe that ‘cut’ refers to the shape of the diamond,” Cohen explains. “But actually, the precision to which the diamond has been cut directly affects how the prism reflects color, so the highest degree of precision produces the most sparkle.” Therefore, while the concept of beauty is subjective, it’s safe to say that people covet diamonds not just for their value, but for their effervescence. As Cohen puts it: “Beauty, when it comes to diamonds, is about sparkle and pop.”

When Rand declares a diamond is “beautiful,” it’s a statement derived from a keenness of eye and knowledge dating back decades as well as objective measure. Although Cohen was born in South Africa into a family of “diamond people,” he initially chose a different career path, working as a lawyer in New York City among other business ventures. When he returned to his birthplace an 1991 and met the woman who would become his wife, his life took a turn. Immersing himself into the family business, he started learning all there was to know, at ‚first working in a diamond factory at the bench cutting and polishing to gain ‚firsthand experience in polishing diamonds. “I needed to start with an appreciation and understanding of the skill involved and what it takes to make a great diamond,” he says.

The fact that Cohen didn’t deal in diamonds from the outset allows him to understand diamonds from a consumer’s mindset, and for the consumer, selecting and buying the “right” diamond can be a confusing proposition. “It could feel like a blind purchase,” says Cohen. “Are you paying the right price for the right item?”

To quell this concern, Rand offers a “Resale Promise,” as the diamonds within the disc are of a definable quality and of the type most globally in-demand. This is the core of what makes the diamond disc a safe, wise investment. Essentially, you’re assured to be buying diamonds at the Polished Trade Price, or PTP, which is the price a retailer will pay a for a similar high quality diamond. And while the PTP does fluctuate, it is not a volatile fluctuation—a factor you won’t ‚find in other forms of investment such as stocks, real estate or even gold. “The future of a diamond’s salability is always at the forefront of our minds,” says Cohen.

Therefore, by giving the disc as a wedding or bar mitzvah gift, or presenting it to future generations as a family heirloom, you are bestowing upon loved ones something not only precious and desirable, but emotionally-charged…because after all, who among us doesn’t covet diamonds?

The choice of Rand de‚ned diamonds housed in the disc is yours… For instance, you might choose one diamond weighing 1 carat, or three diamonds that total 1.50 carats. Rand carefully considers your budget and purpose which helps them configure the disc to meet your specific needs. “We’ve taken all we know that’s good about diamonds and packaged it into something beautiful and will last forever.”

For more information contact Sean Cohen at 646-669-7057. www.randdefineddiamonds.com