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Magazine > Industry News > News Content

Jeweler shows Passion for charitable cause

7/11/2009 3:41:30 PM

Albany, N.Y.--Northeastern Fine Jewelry wants to show customers just how passionate it is about diamonds and charity.

On July 16 from 5:00 p.m.-9:00 p.m., the Albany, N.Y., retail jeweler is holding an in-store event unveiling the new Passion Cut diamond. Northeastern Fine Jewelry will donate a percentage of the sales from each Passion Cut diamond sold during the event to the American Heart Association--Founders Affiliate, which aims to reduce the risk of heart disease and stroke by 25 percent by 2010.

"The summer, so far, has been more promise than reality, so we thought we would tempt Mother Nature by hosting a party designed to raise emotions and energy and perhaps to generate a little heat," store owner Ray Bleser said in a press release. "The Passion Cut diamond is destined to become one of the leading designs in the industry, surpassing the Ideal Cut diamond that has served as the industry standard for decades."

Developed in Israel, the Passion Cut features 81 facets as opposed to the normal round cut of 57 facets, the press release states.

Because of this, Bleser said Passion Cut stones are able to outshine diamonds that cost two or three times as much.

During the event, patrons will have a chance to win a pair of Passion Cut diamond earrings by describing their passion in 200 words or less. Submissions can be posted on Northeastern Fine Jewelry's Facebook page or e-mailed to passion@nefj.com.

Northeastern Fine Jewelry will announce one winner during the event.

In addition, representatives from the American Heart Association will be on hand, joined by those who have battled heart disease and will share their stories.

The event is free and open to the public. Refreshments, including "passion" punch will be served, and patrons will have a chance to win other prizes and meet an authentic diamond cutter.

The event also marks the unveiling of Northeastern Fine Jewelry's new Web site, which includes interactive features designed to better educate consumers about the diamond and jewelry industries.

Northeastern Fine Jewlery is located at 1575 Western Ave. in Albany. For more information, visit the company's Web site, NEJF.com, or call (518) 372-3604.

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