At first glance it looks like a simple setting hanging by jump rings. But when the diamond starts its motion there is no doubt that something else is at play. LoveCraft has taken numerous measures to get its patent pending Diamonds in Motion to dance, swing and lay properly on the wearer. It has a wide range of motion and moves differently than other products in the market.
“LoveCraft’s Diamond in Motion implements a proprietary contrivance in the secure bale configuration which increases motion by up to 55 percent,” says company President Jim Fortescue. “The center diamond dance and swing is triggered by the slightest movement of the wearer. Great care has been taken by skilled craftsmen to calibrate the position of the diamond and its setting for maximum motion.”
Currently LoveCraft is only offering a Halo design in 1/4, 1/2 and 1ct, and also a sterling silver heart. The company predicts that the halo will be the big seller going into the holiday season, much like the “S” design ultimately became the hot Journey item. LoveCraft will be making other designs as the market warrants.
Since LoveCraft is in control of all phases of manufacturing, delivery is not a concern and there is no buy-in requirement imposed by the company. Each piece comes with a custom easeled box and a brand tag.
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