Ideal2 offers square cuts that compete with sparkle of a round.

Traditionally round brilliant diamonds have stolen the thunder in the diamond jewellery market but Canadian-based HRA Group has created an ideal square cut diamond that it says rivals the brilliance of a round. 

If you want maximum sparkle, then a round diamond is the only choice. Or is it? It would seem that one Canadian company is shaking things up with a diamond that claims to be the only square cut to achieve ideal certification.


HRA Group, a Canadian-based diamond company, worked on the diamond, which it has branded as Ideal², for seven years before perfecting its technique. The stone cut, which is patented, offers a perfect hearts and arrows pattern – apparently the only square cut diamond on the market to do so – that delivers maximum sparkle whilst offering a shape that is an on-trend alternative to the more traditional round diamond.

The Ideal² diamonds are mined and cut in Canada, offering a strong ethical story as well as one of increased performance, and are available in a wide selection of sizes, colours and Four Cs. The stones can also have customised logos and identification numbers lasered onto them and Ideal² provides full point-of-sale material to help retailers convey the key sales messages to shoppers.

The HRA Group is a major player in the international diamond market with sales last year of CAN$180 million (£115.9m). “We are cutters by trade and we are always working on new cuts,” says HRA Group’s Jonathan Weizmann.

He goes on to say that the brand works with a lab called AGS in the US, which he likens to having a similar reputation as the

GIA with a particularly tough standard on cutting. HRA Group has picked this lab to ensure that the cuts of its diamonds are rigorously inspected to make sure that only genuine ideal cuts go on to form the offer from Ideal², which is predominantly a loose diamond company.

“Every company can supply an ideal round, so we do square,” says Weizmann. “A lot of styles are going away from traditional diamonds and so we wanted to bring a non-traditional cut that could compete with a round.”

Like Hearts on Fire’s concept, Weizmann says that offering such a unique stone blacks out the possibility of consumers taking what they have seen at a jewellers store and going elsewhere to price check it with other outlets and so potentially spending money elsewhere. While customers can check like for like with another square diamond, it is impossible to price check the quality of the cut next to a similar stone, therefore taking commoditisation firmly out of the diamond retail equation.


This article was taken from the September 2012 issue of Professional Jeweller magazine. To see a digital version of the issue click here.