Hasenfeld-Stein, one of the leading diamantaires in the industry, will be among the first branded diamond companies to participate in the Proprietary Cut Program with GIA laboratories. The Proprietary Cut Program will include branded cut names on GIA grading reports for both Hasenfeld-Stein's exclusive FirePrincess® and FireCushion® cut branded diamonds. Both brands are part of the FireMark® family of branded diamonds.

The GIA grading reports will now include the branded name of the proprietary diamond cut with the diamond shape and cutting style description. The reports provide a clear distinction between FirePrincess® and FireCushion® when selling them across the counter against non-branded princess and cushion cut diamonds.

To participate, Hasenfeld-Stein was required to submit supporting documentation, including their diamond facet arrangement. "It's not only a great step, but an important step by GIA, and I commend them for formulating this program. Retailers are looking for ways to distinguish between the benefits of a branded diamond and generics found in the marketplace. This new GIA initiative makes it easy for the retailer to demonstrate those differences", stated Hertz Hasenfeld, CEO, Hasenfeld-Stein.

Hasenfeld-Stein was founded in 1948 by Alexander Hasenfeld, and currently run by his son, Hertz Hasenfeld. As a De Beers Sightholder, they are one of the most respected Diamantaires in the world with cutting facilities in New York and China. Known for their proprietary brand, FireMark®, they are the creators of FirePrincess® diamonds, which are the most perfectly cut Princess diamonds in the world, and FireCushion® which is a patented GIA Excellent/Excellent Cushion Brilliant. Both are sold to over 200 high-end retail stores worldwide. Hasenfeld-Stein is a Forevermark Diamantaire partner, and a proud member of the Responsible Jewelry Council.