The princess plus premium brand, is based on the EFD exclusive cut, that was developed into a wide range of jewelry collections. PrincessPlus® is the result of years of studying and testing the light performance of princess cut diamonds; it is the Perfect Princess Cut. The diamond has over 100 strategically placed facets, giving it nearly twice as many facets as the standard princess cut diamond.
PrincessPlus® began exclusively as a bridal line. Initially, each retailer carried four sizes of the basic solitaire, as well as 2 to 5 multi-stone bridal pieces we added new components to our
collection:
PrincessPlus® Fashion - New fashion components, including earrings, pendants, and bracelets. Many of the pieces have only a single PrincessPlus® diamond along with several regular princess cuts, which allows EFD an outlet for non Princess Plus® goods.
Gifts of Love – New PrincessPlus® pieces in line with DTC marketing campaigns for Past, Present and Future and Journey were among the most successful items in the PrincessPlus® category.
