Shiva

Three new cuts of diamonds have been created and patented. They gather and reflect light in a very exciting way thus departing from the sheer uniformity and commonness of the old style of cuts. These cuts are known collectively as “Cool Cuts” and individually as Shiva, Heera and Amity. The Shiva cut (89 facets), representing purity and creativity, is said to embody those qualities personified by the ancient Indian God Shiva. A wide range of celebrities have been invited to design a series of limited edition jewelry using this cut. The National Osteoporosis Society is set to benefit from the sale of 3 new cuts of diamond thanks to the generosity of the London based diamond merchant Emdico and society jeweler Blondel Cluff. The team produced the new cuts, pledging a percentage of the wholesale and retail proceeds of the gems to the NOS. Bruce Oldfield, one of Britain’s leading couturiers, has made his first foray into the world of gems with the Bow Ring using the Shiva diamond, inspired by the flowing lines of his 2003 collection. Bruce is an avid supporter of many charities and is pleased to support the NOS in this novel way. A fabulous diamond necklace featuring the Shiva cut was also donated to the NOS.