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Coin’s New Cut

NEW YORK — Diamond branding has seen a big push in the jewelry industry recently, as suppliers and retailers of all sorts introduce their own specific cuts and styles.<br><br>Now, Italian jeweler Robert Coin is joining the party with its new...

NEW YORK — Diamond branding has seen a big push in the jewelry industry recently, as suppliers and retailers of all sorts introduce their own specific cuts and styles.

Now, Italian jeweler Robert Coin is joining the party with its new diamond venture.

The upscale company last week unveiled Roberto Coin Cento, a diamond jewelry collection featuring a signature cut with 100 facets designed to have a higher degree of brilliance than most round-cut diamonds, which usually have about 58 facets.

“This is something we have talked about for years and we think there is a real need for,” said Peter Webster, president of Roberto Coin USA, which is based in New York.

The diamond cut was created by Rosy Blue, a De Beers site holder and one of the industry’s largest diamond companies, which is supplying all of the diamonds to Coin for the collection and is also now separately working with Vera Wang to develop her jewelry line. The Cento diamonds are all cut by hand and have a symmetrical floral pattern, and each jewelry item has the signature Roberto Coin ruby.

The collection, which carries price points from about $800 for a pendant necklace up to $50,000 for earrings with larger-sized diamonds, is launching at retail this fall with a small selection of stud earrings and necklaces. Future collections will likely include bridal jewelry, said Webster, who projected that Cento could reach retail sales of about $100 million within three years.

The company has hired Naval Bhandari, a diamond specialist, as senior vice president of Cento, which is being operated as a separate division with different packaging and visuals than the core Roberto Coin collection.

Coin, which is best known for its upscale gold jewelry, is targeting upscale independent jewelers and better department stores with Cento, with plans initially for distribution in about 100 doors. The launch will be accompanied by a significant advertising and marketing campaign, set to break in July issues of magazines including In Style, W and Vogue.