SWAROVSKI GEMS™ has manufactured a new Pure Brilliance Zirconia Cut, which it will unveil at a special event on the eve of the IIJS™- India International Jewellery Show 2010. The gala dinner will include a catwalk presentation of jewellery pieces created with the Pure Brilliance Zirconia, slated at the Renaissance Hotel in Mumbai on August 19. The company will continue to showcase its new product at the IIJS 2010. %% The Pure Brilliance Zirconia Cut is regarded as the first ever to adhere to the Gemological Institute of America’s comprehensive set of standards for grading diamond cut quality. According to GIA tests, the brilliance in SWAROVSKI ZIRCONIA Pure Brilliance Cut equals to that of the highest quality diamond. %% the star effect observed in a round Pure Brilliance Zirconia, when viewed through the Starscope, reveals a distinct eight-point star pattern, the unmistakable sign of the perfect geometrical proportions – the mark of a truly ideal cut. %% Each Pure Brilliance Zirconia is laser inscribed with the words ‘SWAROVSKI ZIRCONIA’ to ensure proof of its quality, highest precision and brilliance, manufacturing authenticity to the consumer. The Pure Brilliance Cut is exclusively cut by Swarovski in Austria adhering to sustainability standards.