MAN’S BEST FRIEND?: In a bid to prove to customers just how well-cut the De Beers LV diamonds are, the company has unveiled a diamond X-ray machine. Known as The Diamond Beauty Scan, it shoots a ray of light through a diamond, and within a few seconds, the image is zapped to a computer screen. The concept is simple: The more light the diamond radiates, the better the cut. “A well-cut stone will sparkle from every angle and in any light. Others will twinkle — and then go dead,” said Andrew Coxon, head of diamonds for De Beers. Five years in the making, the machine — which is roughly the size of two desktop computers — was developed by the Diamond Trading Co. Research Center. Although Coxon would not say how much it cost to make, he did confirm that De Beers spends about $7.2 million each year on diamond research. De Beers LV believes the new machine will appeal more to men than to women. “This is not exactly a romantic experience,” said Alain Lorenzo, chief executive of De Beers LV, the jewelry and retail joint venture between De Beers and LVMH Moët Hennessy Louis Vuitton, with a laugh. “But for men with little time on their hands — and especially first-time diamond buyers — it can be very reassuring.”

And what would a beauty scanner be without its very own diamond? In honor of the new machine, De Beers LV has unveiled the Ilanga cut stone, a 57-facet, octagonal cut designed to maximize the diamond’s brilliance. Ilanga, which means sun in Zulu, is meant to set the scanner’s screen ablaze.

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