Let me first introduce to you my dear friend Franciska Chene B, who is currently studying at the GIA (Gemological Institute of America) to be certified as a Graduate Gemologist. She is working on demand for bespoke diamond jewellery in Paris, London and Milan. I’m proud to tell you that she works exclusively with ethically sourced diamonds.

I am sharing with you an interview that she conducted with highly respected private jeweller Michal Amram, who’s life, name and family are tied closely together with diamonds. She is sharing with Franciska (and with us) a bit of her extraordinary knowledge about diamonds and jewellery.

 

 

by Franciska Chene B.

F: When did you first fall in love with diamonds?

M: Oh wow I was too young to remember, but during my childhood I already knew that this is my passion. My father’s love for diamonds infiltrated my thoughts and gave me knowledge. His diamond adventure started by working as a cutter at the Diamond Bourse in Israel. He was polishing diamonds and would bring them to life with exceptional fire. This is where he started. When I was born, he and my uncle dealt with natural fancy colour diamonds. He is well known for bringing fancy colour diamonds to the Italian market.

People know my family for the stones full of fire that we give to our customers and the love for perfection that we have for diamonds and for trading white and fancy colour stones. It is a beautiful thing to be able to understand how nature has worked for billions of years. How lucky we are that our world is full of such beauty.

Humans have been clever enough to extract and polish it. Actually, if we look at the past, diamonds were cut in a much different way, which worked for centuries. With the years, diamond cutters learned how to get the best sparkle and fire from these stones. If we look at a sparkly one carat diamond, we don’t always appreciate the history, mathematical analysis, technological evolution and the huge amount of effort put in to perfect each stone.

 

 

F: Do you have a favourite type of diamond? 

M: There are many white and fancy colour diamonds that strike me. If we are looking at a white brilliant-cut or modified-cut diamond, it is the fire that conquers me, while in the case of step cuts, it is the perfect mirror effect and proportions. In fancy colours, very sweet tones or deep colours attract me; the colours you wouldn’t even think you could find in nature are so exciting.

From light to vivid, it is the tone that sets the game. Clear, sparkly stones with exceptional colours remind me of a mysteriously spiritual message “The representation of the known and the unknown.”

The cut of a stone is so important as is the person who polished it and the ethical background. It’s not only the certificate but the honest people in the industry who know how to choose and bring to life a great stone. When, like me, you know the wonderful souls, professional people behind the finished product, who become good friends, family friends that you have known for all of your life, it changes the whole perspective. Knowing people who spend their lives hunting for rough stones and unveiling their hidden beauty have a special place in my heart. The fire and shine – the fifth ‘C’ as you might want to call it – amazes me.

F: In terms of shapes: do you have preferences? What is your opinion about the oval mania of the world in 2019?

M: It is hard for me to say which shape I prefer the most. My opinion will be always based on the diamond as the result of a combination of all the elements that makes it unique. The shape really only becomes interesting if the stone is perfectly cut. I have loved emerald cut diamonds ever since my childhood, as they look very sophisticated. The cushion cut looks enchanting, the old cuts can be really charming and round brilliants, given perfectly harmonious proportions, can shine incredibly. They represent infinity, or the circle of life.

Talking about the oval shape, I think it follows a similar principle and meaning behind the classic round brilliant. One of my customers said that he wanted a round shape with a twist and no edges that will remind him eternal love and life. This is what led us to choose an oval shaped stone for him.

 

 

F: Is there something that people say or think about diamonds that you think it is insane? 

M: Yes, it actually happens quite often, especially with the younger generation when it comes to social media. Social media is a strong platform for sales and marketing but it can be misleading. The most inspiring part of social media is the strength of communication. The downside is that there are no filters. People can talk about diamonds and jewellery but the information is not filtered at all. For example, many state wrongly that a lab grown diamond holds the same value as a natural one.

Fortunately and unfortunately for the people that receive this information, this is highly untrue and this type of dishonesty is unfairly affecting the general public who have no knowledge about the diamond industry. Millions of people read these articles. I find the word unfair to be an understatement. It should be correctly stated that not everyone projects false information on social media, however, one should be extremely careful and refer to a professional in the industry that is highly recommended by close family and friends.

Since I graduated from the Bocconi University of Milan in International Economics & Management with a major in Finance I am asked about diamonds as a form on investment. When you are in the hands of a true expert and diamond passionate, that shows you information with market transparency, it can lead to amazing returns on investment. People can get a glimpse into the numbers when viewing auctions at Christie’s or Sotheby’s for example. Natural diamonds hold value. This is something a lab grown diamond will never be able to give the wearer. Millions of years can not be replaced with a product fabricated in a few weeks.

 

 

F: So you’re saying that the diamonds produced in a lab don’t have the equivalent value of a natural diamond, yet manufacturers ask for prices that correspond with the value of a natural diamond. They do not understand that lab grown diamonds don’t hold their value or increase their value as a natural collectible over time.

M: Nature is the best. It is basically a tangible, natural currency. It’s like real estate or a fine art painting. Diamonds are tangible value that can be worn and enjoyed everyday or on occasions. A fake watch, car or painting will never get close to the real deal.

F: So you’re saying that the diamonds produced in a lab don’t have the equivalent value of a natural diamond, yet manufacturers ask for prices that correspond with the value of a natural diamond. They do not understand that lab grown diamonds don’t hold their value or increase their value as a natural collectible over time.

M: Nature is the best. It is basically a tangible, natural currency. It’s like real estate or a fine art painting. Diamonds are tangible value that can be worn and enjoyed everyday or on occasions. A fake watch, car or painting will never get close to the real deal.