PRESS RELEASE: H.Samuel relaunches its Forever Diamond collection

The high-street jeweller has refreshed its exclusive Forever Diamond engagement collection, built around a 73-facet cut designed to show a flower pattern inside the stone.

H.Samuel relaunched its Forever Diamond collection on 23 September, with a fresh look and a shift in how it presents engagement jewellery. Rather than focusing on traditional bridal imagery, the retailer says the collection is about real, everyday relationships and the many different milestones couples celebrate.

At the heart of the collection is H.Samuel’s patented Flower Cut. The 73-facet cut is designed so that, as light passes through the stone, a flower pattern appears within it, adding to the diamond’s sparkle.

According to H.Samuel, the diamonds are natural, responsibly sourced and certified by GSI (Gemological Science International). The retailer says only 1% of natural diamonds meet the standards needed to become a Forever Diamond, and each stone is hand-cut over three days to maximise its brilliance, fire and symmetry.

“The relaunch of Forever Diamond marks a transformative moment for H.Samuel as we re-define what engagement jewellery means to the modern consumer,” said Sally Arkley-Wade, Head of Buying at H.Samuel. “Love is personal, diverse, and filled with unique, individual milestones.”

The collection is available in H.Samuel stores across the UK and online.

H.Samuel is one of the UK’s best-known high-street jewellers and is owned by Signet Jewelers, the world’s largest retailer of diamond jewellery.

Find out more: hsamuel.co.uk/discover-forever-diamond