Solitaire x Alex Armen: Questions, Answers, and Glossary

Questions & Answer Key

1. What is the business philosophy at Solitaire x Alex Armen?

The main principle of Solitaire x Alex Armen is that jewellery is the mirror of personal style, personality, and narrative. They also focus on designing custom designs using a tailored experience, emphasizing quality, creativity, client satisfaction, and authenticity. There is a quest in their designs to be timeless through simplicity, balance, and proportion.

2. Discuss the position of Alex Armen at the company.

Alex Armen is a jewellery designer and artist based in Toronto who designs jewellery directly for clients to achieve their vision. He works only on commission for Solitaire clients and combines traditional craftsmanship with modern methods. He is also the one who has brought about digital jewellery design and 3D printing in the Canadian market.

3. When and why did Solitaire shift its business model to become the exclusive custom jewellery business?

In 1992, Solitaire shifted to making custom jewellery only. This transition followed the firm’s realization of a shift in clients’ attitudes, namely a growing demand for uniquely designed, higher-quality engagement rings in Toronto at a reasonable price.

4. What are some of the different diamonds that Solitaire x Alex Armen sells, and what is a significant distinction between them?

Solitaire sells ethically sourced natural and lab-grown diamonds. Although they are similar and are rated similarly, the key distinguishing factor is their production process: natural diamonds formed over millions of years, whereas lab-grown diamonds are produced from diamond seedlings. Natural diamonds are pricier and could be more valuable.

5. According to the source, which two technologies has Alex Armen introduced to the Canadian market?

In 2002, Alex Armen not only introduced designs of digital jewellery to the Canadian jewellery market, but also 3D printing. The company’s custom design involves these modern techniques.

6. Discuss how Solitaire will price its custom jewellery.

Solitaire x Alex Armen believes transparency in costing and integrity begin with pricing. The prices of each piece are based on the artistry and quality, with no hidden charges. The costing includes individual items of gold (priced per gram based on the spot price), design/goldsmithing, center stone setting, and the smaller diamond settings.

7. Other noteworthy clients Solitaire made jewellery for in the late 1990s, besides those of private clients?

Solitaire was often commissioned to produce movie props in the late 1990s, during a boom in local production films. They served the multi-layered roles in movies and TV series such as Storm of the Century by Stephen King, Grey Gardens, Relic Hunter, and Nikita.

8. Where come most of the fine gems which Solitaire has? And why do they select them?

Many of the fine gemstones of Solitaire are cut in Idar-Oberstein, a German town specializing in gemstone cutting. Every gemstone is chosen for its unique personality, clarity, and colour, and the setting is designed to bring out its brilliance.

9. What are the four Cs of diamond quality discussed in the text?

The quality of a diamond is determined by the “4 Cs” criteria. They include Carat (weight/mass), Cut (the manner in which it is cut and polished to reflect light), Color (the extent of its being colorless), and Clarity (the lack of internal or external defects).

10. What are the accepted payment methods at Solitaire x Alex Armen?

The company accepts payments from all major credit and debit cards, as well as wire transfers. The source explicitly states that they do not accept cash or cheques.

Glossary of Key Terms

4 Cs: Four primary standards used to evaluate the quality of a diamond: Carat, Cut, Color, and Clarity.
Alex Armen: A jewellery designer and artist in Toronto who designs jewellery for the customers of Solitaire. He pioneered digital jewellery design and 3D printing in Canada.
Artisan Excellence: At Solitaire x Alex Armen, the union of the fine craftsmanship of Alex Armen with the skill of Solitaire in picking and fitting fine gems.
Bespoke Jewellery: Jewellery that the client designs based on their individual needs, thoughts, and tastes.
Carat: A mass metric of a diamond, with one carat equal to 200 milligrams. Although it is size-related, value per carat is also influenced by rarity.
Clarity: One of the 4 Cs; an indication of internal flaws (inclusions) or external marks (blemishes) on a diamond, examined under 10x magnification.
Color (Diamond): One of the 4 Cs, the level of colorlessness in a diamond, rated on a scale from D (colorless) to Z (light yellow or brown).
Cut (Diamond): One of the 4 Cs; the shape, proportions, symmetry, and polish of a diamond, defining its capability to reflect light and produce brilliance.
Ethically Sourced: Conflict-free Diamonds.
GIA: Gemological Institute of America, grades natural diamonds for Solitaire.
Hollywood North: A name for the Toronto-area film industry. Solitaire was contracted to make movie props in the late 1990s.
Idar-Oberstein: A gemstone-cutting town in Germany where Solitaire sources many of its gemstones.
IGI: International Gemological Institute certifies lab-grown diamonds.
Inclusions: Crystals or feathers in a diamond that influence its clarity grade.
Lab-Grown Diamonds: Diamonds produced in a laboratory. They resemble natural diamonds and are graded the same, but at lower prices.
Metalsmithing: The art of using metals to create custom jewellery pieces.
Natural Diamonds: Diamonds formed naturally over millions of years, graded by GIA in Solitaire settings.
Solitaire: A custom-made jewellery brand established in 1983 in downtown Toronto, now known as Solitaire x Alex Armen.
Transparent Costing: Pricing strategy that reflects the real cost of craftsmanship and quality, not including unnecessary expenses.