EFD, a leading Princess Cut diamond manufacturer, said it had signed an agreement with New York-based jewellry designer Anna Sheffield to create bridal jewelry with Princess Cut diamonds.



Anna Sheffield has worked with fashion designers, such as Marc Jacobs and Philip Lim. She also created jewellery for retail stores including Cole Haan, Target Corporation and Urban Outfitters.



“Bridal designs is a logical progression and Anna Sheffield’s hard-edged aesthetic design marries perfectly with Princess Cuts,” said EFD’s CEO Eli Kaufman told PolishedPrices.



“It is important for the industry to support new designers and since the material costs are so high it is almost impossible to launch a new line without a strong financial partner,” he added.



Kaufman said the designs would be mainly sold through independent boutique stores in New York, California and other fashion minded locations throughout the United States. The diamond jewelry will be rolled out to select retailers world-wide during 2011.



Anna Sheffield’s bridal jewellery can also be viewed and purchased by private appointment in the brand’s SOHO atelier in New York and on the website Annasheffield.com.



“Branded jewellery is, and will continue to be, a very important part of selling jewellery in the US,” Kaufman said.



“There is a vast ocean of generic diamond jewellery in the US and the consumer is craving something different. There is no future is selling generic product as it is a price war that no one wins, not the manufacturer who is forced to erode margins to the point of bankruptcy and not the consumer who gets an inferior product."



"Branding allows for creativity and innovation as well as quality and ultimately gives the retailer the product differentiation so badly needed in jewellery stores today, said Kaufman."