An Israeli diamond company has announced the launch of a new video feature on its website in order to give customers the ability to visually inspect loose diamonds from various angles, Diamond News reports cited by Israelidiamond.co.il. The Rothem Group's adoption of high-definition video will allow potential customers to view a magnified view of every stone from a 360-degree panoramic view.
Rothem Group chief executive officer Erez Rothem says that the new video feature of the website will allow internet users to observe a stone's clarity, symmetry, polish, crown, table, pavilion, culet and girdle from up close. Rothem notes that standard two-dimensional photography, commonly featured on the websites of many other diamond companies, does not permit one to observe a stone's luminosity or composition.
Rothem adds that the company has elected to retain sole use of this video technology and to decline offers it has received to license the video system to other diamond manufacturers and distributors, according to Diamond News.
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