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SHAPE-SHIFTING: Kwiat and diamond dealing firm William Goldberg have formed a “strategic alliance” for the distribution of Goldberg’s proprietary Ashoka diamond cut. The terms dictate that Kwiat will be the exclusive U.S. distributor of Ashoka — an elongated antique cushion cut with rounded corners. It intends to combine visual aspects of both an emerald and cushion cut.

In New York, the stones will be found at Kwiat. The partnership will launch to retailers at the forthcoming Couture jewelry show in Las Vegas, taking place from June 2 to June 6.

“Our promise to our clients is to constantly reimagine everything with diamonds — clients want something unique and beautiful and the Ashoka is very unique and special diamond,” Kwiat owner Greg Kwiat told WWD.

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