Hearts On Fire Review
Who or what Is ODBA? – Liz Hancock, DGA is the Founder of ODBA aka Online Diamond Buying Advice. ODBA offers easy to understand diamond education for consumers. Learn more about Liz Hancock here.
Does ODBA recommend Hearts On Fire Diamonds? – No.
Why? – They are grossly overpriced and the quality of the diamonds do not match perceived value.
What other diamond retailers provide better quality diamonds at lower prices? – Whiteflash.com and BrianGavinDiamonds.com
Ok. You’ve got my attention. Walk me through Hearts on Fire diamonds and what this means to a diamond expert like yourself. – The Hearts On Fire website has two different quality grades that consumers can pick their diamonds from; “Sensational” diamonds (G or H in color) or “Signature” diamonds (I or J in color) where both Sensational and Signature have clarity ranges from VS1 to SI1. See here for more information on Sensational vs. Signature.
When you go to Hearts on Fire to make a purchase, customers choose their desired ring setting, and then choose their diamond carat weight. Customers do not have an ability to choose which specific color (G, H for Sensational and I, J for Signature) or clarity grade (VS1, VS2, or SI1) diamond. The “Exceptional” and “Sensational” diamonds are offered at a SET PRICE online. Than means a Sensational diamond that is G VS1 could sell for the same price as a H SI1. There is one set price based on the carat weight that customers choose, but there is no disclosure of what color/clarity the diamond will end up being and there is no diamond grading report to view before purchase. How can they offer one price for a diamond that can vary up to two different color and three different clarity grades?
The answer is, they can because the average consumer is ignorant of diamond pricing, quality and overall value.
Hearts On Fire Signature solitaire engagement ring with 1.00ct, I-J color and VS1-SI1 clarity diamond, $12,000.00. Customers cannot choose which color or clarity diamond they will actually get, but the price always stays the same.
Wow. That’s a bit unethical. What about colorless diamonds? Does Hearts On Fire offer colorless diamonds (D, E, or F) for sale? – No.
Hmm. Can you give me a clear example of how Hearts On Fire is overpriced compared to other similar diamond retailers?
Take this example of a Hearts On Fire Signature solitaire engagement ring: https://www.heartsonfire.com/shop-jewelry/rings/engagement-rings/hofsignaturesolitaireengagementring.aspx
A 1.00ct Sensational (I or J color) set in platinum will cost $12,000.00.
Remember!
- We do not know what color we are buying (I or J)
- We do not know what clarity we are getting (VS1, VS2, SI1)
- We do not know when this diamond was recently graded by a laboratory
- We do not know the diamond’s cut proportions or specific cut quality
- We do not know what this diamond looks like in a magnified photo
- We do not know if this diamond is eye-clean (if we end up buying an SI1 clarity)
- We do not know how well this diamond reflects white light (ASET and Ideal scope images)
-
Whiteflash Promettre Solitaire Engagement Ring in platinum for $795.00. Whiteflash customers choose the exact diamond to set in their chosen engagement ring and always know exactly what color and clarity diamond they are getting. The price is never the same and changes with the quality of the diamond.
We do not know how this diamond sparkles (no HD magnified video to show scintillation)
Let’s compare the above example to Whiteflash and their A CUT ABOVE® diamonds.
Take this example of a 1.02ct I VS1 for $6,592.00: https://www.whiteflash.com/loose-diamonds/round-cut-loose-diamond-3949672.htm
Set this diamond in a four prong platinum setting for $795.00: https://www.whiteflash.com/engagement-rings/solitaire/promettre-solitaire-engagement-ring-4580.htm
A 1.02ct I VS1 set in platinum will cost $7,387.00
Remember!
- We know the exact color diamond we are buying!
- We know the exact clarity diamond we are buying!
- We know the diamond has been graded by AGSL on January 24, 2018!
- We know the exact diamond’s cut proportions and specific cut quality!
- We know what the diamond looks like in a magnified photo online!
- We know that this diamond is perfectly eye-clean!
- We know exactly how well this diamond reflects white light! ( gorgeous ASET and Ideal scope images)
- We know exactly how well this diamond sparkles (actual HD magnified diamond video to show scintillation)
A 40% cost savings is pretty crazy! Now I gotta ask, just what makes Hearts On Fire the first place most people go to when they want to buy an engagement ring? – It all began when Glenn and Susan Rothman founded “Hearts on Fire” diamonds in 1996. Glenn had always been an entrepreneur at heart, and when he realized that the diamond industry could also be leveraged into a lucrative business he set his sights on learning the diamond trade.
It was in Antwerp, Belgium in 1996 that Glenn and his wife met with renowned Belgian diamond cutter, Van Blerk. At the time Van was working on a new kind of diamond cut for the Japanese market. Eager to show the American’s his new cut creation, Van Blerk set a diamond in a proportion scope and showed the Rothman’s the now famous eight arrows and hearts. It was at this moment that an idea was born within Glenn and they soon set about patenting the ‘Hearts on Fire’ cut. In fact, the ultimate secret to Hearts on Fire’s success can be whittled down to one key thing: Brand Awareness.
Rothman was an entrepreneur at heart and leveraged his early business knowledge to his advantage. He knew that if he wanted to get anywhere within the diamond industry, he needed to offer something different to the average diamond consumer. Acting on the fact that most people are timid and a little insecure when it comes to buying diamonds, he offered each of his Hearts on Fire diamonds with a laser inscribed brand name and serial number on each diamond’s girdle. Additionally, each stone would be accompanied by a certificate from the American Gem Society (AGS) certifying the highest cut grade. In this way, all Hearts on Fire diamonds come with the coveted ideal zero cut grade, further ensuring security and confidence in the average diamond buyer’s mind.
Rothman’s business sense paid off. Since 1997 the Hearts on Fire brand continues to grow and innovate itself. Consumer’s are so convinced that Hearts on Fire is the absolute best diamond that they are willing to pay as much as $12,000 or more per carat!
Hearts On Fire Brand – How Do They Compare?
So, Hearts on Fire is a successful brand. That’s nothing to be ashamed of, right? – Hearts on Fire diamonds are indeed a very popular brand offering better than average diamonds. Branding is smart marketing for sure, but making a fair profit vs taking advantage of uneducated buyers are two different things.
In the passing decades, diamond retailers have recognized the power of the brand along with transparent selling practices. For example, Whiteflash’s A CUT ABOVE® Hearts and Arrows diamonds are known for their exceptional light performance and exacting cut consistency and quality. They are also the only retail jeweler certified for ISO 9000 Total Quality Management. Certification for this strict international standard of quality is held by no other jeweler, making them not only unique in this area but also testament to their dedication to exemplary products and services. As you’ve seen in the cost comparison example above, Whiteflash is also priced far more economically than Hearts on Fire with much better diamond cut quality.
Hearts On Fire Cut – Are They Really The World’s Most Perfectly Cut Diamond?
But what about Hearts On Fire saying they are “The World’s Most Perfectly Cut Diamond”? Is that really true? – Hearts on Fire say that they are the only diamond brand in the entire world that can say they are, “The World’s Most Perfectly Cut Diamond” but that is because that statement is a registered trademark for the brand, not because it is necessarily true. When a business organization registers a trademark, it serves as a form of property. In other words, Hearts On Fire owns that phrase and thus no one else can use these words or even similar words to describe their diamonds. If they do, they risk trademark infringement and possible litigation.
It is easy to say something but difficult to prove it. Contrast Hearts on Fire’s selling strategy to Whiteflash’s transparent honesty and ethical selling. For example, Whiteflash’s A CUT ABOVE® or ACA diamonds possess white light brilliance and fire at the limits of what are mathematically technically possible for a round brilliant and princess cut diamond. Not only are all ACA’s graded triple zero ideal by AGS laboratories but they fall within a very narrow “bullseye” of ideal proportions. Please read the Whiteflash review on ODBA for more details on how and why their ACA cut is superior to 99% of all other diamonds.
Diamond Images, Pictures, and Videos – Why They Are Important When Buying Diamonds Online
Ok, I’m really new to the diamond buying scene. What is up with all these diamond images, pictures and videos? How do I know what I’m looking at? – Buying a diamond online isn’t as tough as you’d think it is. Many diamond retailers sell exclusively online and therefore make the diamond buying process extremely easy. Diamond lab reports, images and pictures, videos and light performance information is becoming standard information. The best retailers provide all this information to you without making you inquire further.
Here’s a breakdown of what you’ll find on the best diamond retail websites:
- Magnified diamond image
- Magnified HD diamond video
- Diamond Lab report from well known lab (GIA or AGSL are recommended)
- ASET image (reveals intensity of white light return)
- Ideal Scope image (reveals light return, light leakage and contrast)
- Arrows image (reveals optical symmetry of dark arrow contrast created by pavilion facets in round diamond)
- Hearts image (reveals how well facets are aligned to one another in creating overall optical symmetry)
An example of a diamond retailer selling with full transparency online. Consumers can easily view: 1) Magnified diamond image 2) Magnified HD diamond video 3) Diamond Lab report from well known lab (GIA or AGSL are recommended) 4) ASET image (reveals intensity of white light return) 5) Ideal Scope image (reveals light return, light leakage and contrast) 6) Arrows image (reveals optical symmetry of dark arrow contrast created by pavilion facets in round diamond) 7) Hearts image (reveals how well facets are aligned to one another in creating overall optical symmetry)
Well, I know I want a diamond with a hearts and arrows cut. How do I go about evaluating these diamonds? – As you know ‘Cut Is Queen‘ in the diamond world. Diamond experts and enthusiasts know that the cut is the single most important factor to making a diamond sparkle brilliantly. If you’ve read my article on hearts and arrows diamonds, then you’ll know there is much to understand about this very rare cut. For one, the diamond must be cut to specific proportion sets, and offer maximum light return AND optical symmetry. These two conditions must be met in order for a diamond to be considered a true H&A diamond. The only real way to “prove” a diamond is a true H&A diamond is to show light reflector images like ASET or ideal-scope as well as optical symmetry images found through the traditional H&A viewer.
Ok. I know for sure that I don’t want to be a gullible consumer spending my hard earned cash on just a brand name and a selling gimmic. Where do I start? Can I work with you? – Yes! Please contact me to start the diamond search process. I respond within 24 hours and my service is free (although donations are appreciated!)
I am passionate about the importance of diamond education and cut quality. After you contact me, please take sometime to review my articles on diamonds:
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- Diamond Cut
- Diamond Color
- Diamond Clarity
- Diamond Carat Weight
- ASET (Angular Spectrum Evaluation Tool)
- Ideal Scope
- Hearts and Arrows
- Scintillation
- ODBA’s The Diamond Genie
- ODBA’s Diamond Search
- Sign up to ODBA’s newsletter for additional diamond buying tips and tricks (see below)
- Sign up to ODBA’s Diamond Deal Friday!
Sounds great – but I gotta ask, how can you offer your time for free? You have to get something out of it right? – Absolutely. ODBA is monetized through affiliate partnerships that I have personally worked with for many years. I recommend diamonds to individuals based on their budget, taste, lifestyle and preferences. Some retailers are recommended for their large inventory of in-house diamonds, some are recommended for their boutique customer service, some for their low prices, some for the brand names, some for their shipping policies, some for their discriminating clientele, some for their hand fabricated jewelry. There is a perfect diamond and piece of jewelry for each person and or couple. My job is to know who would best fit and make the decision making process a fun and memorable experience.
Final Verdict on Hearts On Fire Diamonds
It is vital for a consumer to know what they are investing in. A diamond with a hearts and arrows pattern is a result of diamond cut with superior optical symmetry and can be seen and proven only through a hearts and arrows scope. Hearts On Fire doesn’t provide this level of transparency (no images no AGS reports) and instead asks the consumer to just trust that each and every one of their diamonds shows this level of cut precision. Additionally, their prices aren’t in my opinion fair and they are charging extra for the perception of value created by their brand many years ago.
The bottom line is that Hearts On Fire has invested millions of dollars into their global marketing in order for them to maintain their registered trademark claim. The perceived value for these diamonds makes their higher than normal prices justified…to them. Hearts on Fire diamonds are not worth the 50-60% premium.
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