At the Cutting Edge of Diamond Performance

    HOUSTON, TX, May 19, 2015 /24-7PressRelease/ -- Whiteflash expertise extends from ideal diamonds to top jewelry design in bridal and fashion. From their uniquely beautiful boutique style store in Houston to the global popularity of their online selection of loose cut gems and diamond rings, they have earned a reputation for top of the line excellence. Every member of the company's staff has earned accreditation and skill in the knowledge of diamonds, and in selecting the perfect engagement ring to match the personality and preferences of the wearer. Their offerings include an extensive selection of bridal styles from the top jewelry design houses, coupled with a deep inventory of the finest certified ideal cut diamonds. Their customers have the opportunity to select from the highest quality and most sparkling engagement rings available in the market.

Diamonds have been prized as beautiful gems since their discovery. Over the centuries, different diamond cuts have emerged from the earliest styles including the Point Cut and the Table Cut 700-800 years ago, to the precision cut Hearts and Arrows design first seen in Japan in the 1980s. To fully appreciate the history of diamonds and how different styles have evolved over time, this informative infographic charts the progress of how and when different cuts were first created as well as the surrounding influences on their development such as mechanization.

Whiteflash is best known for round brilliant diamonds featuring Hearts and Arrows patterning, the result of masterfully combining modern precision with a traditional ideal facet design produced in 1919. Precision facet alignment and perfect optical symmetry produce a stunning 57 facet gemstone exhibiting eight symmetrically precise arrows in the crown, complimented by eight symmetrical hearts in the pavilion of the diamond. It's a cut that has been embraced by diamond experts and enthusiasts worldwide, and now graces the hands of celebrities and discerning engagement ring buyers everywhere. The round brilliant accounts for 75% of all diamonds sold and Whiteflash is a recognized leader with their internationally acclaimed A CUT ABOVE Hearts and Arrows brand.

The development of different cuts over the years means that there are now many more sensational ways to present a diamond in a piece of jewelry. Early innovations such as the Asscher cut designed in 1902 by Dutch brothers Joseph and Abraham Asscher, were among the first to be cut using motorized tools and mechanical bruting, allowing the diamonds to be cut with more accuracy and less waste. More recent developments include the popular Princess Cut featuring a rectangular shape and brilliant facet design. Still other designs that have become popular with film stars and celebrities include oval and cushion cuts, creating the distinctive looks sought after by the glitterati.

Chief Executive Officer of Whiteflash, Debi Wexler says "We strive to provide our customers diamonds of extraordinary beauty and to deliver an equally brilliant shopping experience. Our goal is to match the precision of our diamonds with the utmost in customer care. We build our business on the feedback and goodwill of our outstanding customers who are some of the most astute shoppers in the fine jewelry market."

Whiteflash is a member of the American Gem Society specializing in Ideal Diamonds, Designer Engagement Rings and Fine Bridal Jewelry. Their A CUT ABOVE Super Ideal Diamonds are considered by trade experts and diamond connoisseurs to be among the finest in the world.

The award winning Whiteflash.com website, described by Kiplinger's Magazine as the "Lord of the Online Rings" enables shoppers the world over to view, compare and purchase top quality diamonds, engagement rings and fine jewelry in a convenient, secure and information rich environment.

Whiteflash is the first jewelry retailer in the world to attain ISO 9001 certification for total quality management and welcome visitors to their Houston jewelry showroom located in the upscale community of Sugar Land, TX.

For more information, log onto www.whiteflash.com or call toll free 877-612-6770

# # #