Super Jewels unveils Eternity Heart, a 35.69 carat heart-shaped yellow diamond

The Eternity Heart is sourced directly from the Diamond Trading Company of the DeBeers Group, and is GIA (Gemological Institute of America) certified. This is the first time that the diamond has been publicly unveiled.

The stunning "Eternity Heart" is being unveiled at Bride 2004, the annual show held at the Dubai International Exhibition Centre, showcasing wedding attire, accessories and fine jewellery for the bride. Eternity, a chain store owned by Super Jewels, is one of the key sponsors of Bride 2004.

Anan Fakhrdein, representative, Super Jewels stated, "The Eternity Heart is the most beautiful heart-shaped diamond in the world, a never-before masterpiece in this size, shape and rare colour. This dark yellow diamond has never been mounted into jewellery, and thus is untainted by conflict. Diamonds represent eternal love, and being a brilliant, heart-shaped 35 carat coloured diamond, the Eternity stone is even more precious."

"We chose to unveil the diamond at Bride 2004, as the show attracts the right target audience for our unique products. Apart from soon-to-be-brides shopping for the right accessories for their wedding trousseau, the show is also attended by people looking for the perfect gift for a bride on the most significant day of her life," added Fakhrdein. "The Eternity Heart will be a perfect choice for a man who is looking for the most distinguished and unique way of expressing his love for his bride. The Eternity Heart has been created with care and precision, to ensure that the buyer feels that he has bought a piece of beauty, fit for a princess."

"We are extremely pleased to sponsor Bride 2004, on the heels of our recent "Eternity - Power of Love" campaign which aimed at positioning the Eternity store as one of the leading luxury jewelers in the UAE," said Fakhrdein. "The Eternity Collection has gained acceptance as a premium product, enjoying a superior brand image in the minds of elite, quality-conscious customers."

"Being a Diamond Trading Company (DTC) Sightholder, all our diamonds have been sourced directly from DTC, DeBeers Group. DTC Sightholders are selected from among the world's best diamantaires for their vision, proven skill in cutting and polishing the stones, and diamond marketing and distribution. Thus customers who buy from us are assured of the quality and authenticity of our stones," he added.

Super Jewels, originally based in Antwerp, is planning to expand operations in Dubai, following the success of its existing outlet "Moments." Its other outlets in Dubai are located at Wafi Mall and Gold Souq. The company, a part of the Supergems Group of companies, first opened its offices in Belgium and India 34 years ago. Since then, Super Jewels has earned a name for itself across the world and in the Middle East for its exquisite, authentic diamonds. More recently, the group has diversified into jewellery.