The new setting is part of a collaboration with Louis Vuitton’s creative director Pharrell Williams
This week Tiffany & Co debuted the new Titan Setting, which creates the illusion of a hovering diamond. The effect is possible thanks to the Floeting “platform”, a patented creation from a New Zealand jewellery company that includes a micro-engineered round brilliant diamond and its accompanying mounting, set without prongs or bezels. “The diamond appears to sort of defy gravity,” says Floeting’s co-inventor Chris Benham, speaking from Wellington.
Tobias Kormind, managing director of 77 Diamonds, one of the largest online jewellers in Europe, says that “there’s a very strong commercial incentive right now to make everything about the brand — and that’s where the cuts really come in, allow brands to differentiate significantly”. Most prominent in this effort is Louis Vuitton, which has cut stones into the star and flower shape of its iconic monogram print in both its high and fine jewellery collections.
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