Branded cuts

Specific manufacturers develop and name their own cut.  

The name is sometimes trademarked or protected by copyright – then the name is used as a selling point.  

To gain an optimum diamond reflection and refraction of light, the cutter must be willing to sacrifice expensive rough diamond material, losing significant percentage of costly rough stone to yield a smaller diamond of superior beauty. 

There is no Ideal cut, studies have revealed that different cuts with different percentages can all produce a beautiful diamond.