In a joint venture with diamanter Avi Paz Group, fine jewellery designer Sasha Primak has launched the PrinceCut® Diamond by Sasha Primak line. The PrinceCut® is superior to the traditional emerald shape of diamonds, in the sense that it has 76 more facets. It carries a price tag comparable to the traditional emerald. The designer believes the venture would be a success based on the strength of the built-in supply chain, the diamond quality and impeccable design process.

the partnership will design, manufacture and exclusively distribute the diamond collection in the United States and also feature it at the JCK Las Vegas show with thirty classic designs. The patent for the collection in the U.S. and the international markets is held by Avi Paz Group.