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Our Philosophy
Both intricate and mesmerising, an ideal diamond isn’t only defined by its perfection. When placed in a jewel, it’s first and foremost the essence of a moment — held in time. Whether a memory, a word, or a quiet gesture, our artisans create pieces to reflect every moment in brilliant detail.
— Anna Byers, Head of Bespoke
Our Philosophy
Named after the mischievous god of love, the Cupid’s Ideal cut reveals an intricate ‘hearts and arrows’ pattern through its facets. Alternating between bright and dark areas, the contrasting light accentuates brilliance to form a dancing display of colour.
By observing a Cupid’s Ideal diamond from above, you can distinguish an arrow pattern pointing outwards. Look at it from below, and notice a heart-shape pattern silhouetted around the diamond’s point.
Unlike other precious gems, each Cupid’s Ideal diamond holds a dual-grading system. Both the GIA (Gemological Institute of America) and the AGS (American Gem Society) have united to provide the most detailed grading report to date.
Cupid’s Ideals are graded ‘triple excellent’, meaning they reach the highest level of Cut, Polish and Symmetry. By combining these three elements, our cut is a benchmark for superior diamond quality.
The AGS, unlike other labs, has a specific method to measure a diamond’s light performance. This is based on three factors:
Through careful observation, an expert can evaluate a diamond’s capacity to reflect light. The diamond is then graded on a scale of 0 to 10 starting at ‘ideal’, which is zero, and ending at ‘poor’, graded 10 on the scale.
| AGS | 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| AGS Ideal | AGS Excellent | AGS Very Good | AGS Good | AGS Fair | AGS Poor | ||||||
| GIA | Excellent | Very Good | Good | Fair | Poor | ||||||
Every Cupid’s Ideal is graded triple zero due to a perfect balance of Brightness, Fire and Contrast.
To be set into a jewellery piece, a diamond must first undergo an incredible journey which starts in the earth’s core. Brought to the surface, cut and polished — a diamond passes through many hands before achieving its brilliant finish.
By building a supply chain that promotes integrity, we are respecting not only the product, but the people who created it. This is why each Cupid’s Ideal is not only guaranteed conflict-free, but is sourced from areas that respect and uphold responsible sourcing standards.
