Former Nottingham (United Kingdom) jeweler Edward Poyser has launched a business to meet the growing demand for diamond buying on the Internet.

The move into the sale of top class diamonds follows his decision to sell the family jewelry business after more than 137 years.

Poyser is now specializing in the sale of Hearts and Arrows diamonds - fewer than 1 percent of all cut diamonds fall into this category.

The term, also known as "Ideal Cut" is a recent phenomenon achievable using lasers.

They allow a diamond cutter to shape the stone so that a kaleidoscope effect of eight hearts can be seen on one side and eight arrows on the other.

Poyser says the market is exclusive and is growing fast, especially in the United States and Japan.

Read more about the Hearts and Arrows diamonds at http://www.diamonds.net/news/newsitem.asp?num=14208&type=all&topic=all.