Theta and Lambda

The brave new world of couture diamonds

The Theta/Lambda program springs from the realization that luxury has more to do with emotions than products.

Theta and Lambda are the ultimate expression of our philosophy.

“We Don’t Sell Diamonds”.

But embarking upon the Theta/Lambda program is a major financial and intellectual commitment. Retailers must be prepared to accept the challenge of learning the new language of Theta/Lambda and ready to guide their clients to genuine fulfilment and long term relationships.

Introducing the Twins. What are Theta & Lambda?

PhD research by Janus Thinking founder Isaac Mostovicz shows that luxury consumers lean towards one of two emotional preferences, for which we have coined the terms Theta and Lambda.


In the broadest possible sense, a Theta personality seeks truth and unity, while Lambda personalities seek originality and challenge.

Of course, no person can be categorized to fit perfectly within one box or another, but we can help you develop techniques which determine an individual’s tendencies toward one of the two broad categories.

Once you can intuitively understand the person, you can develop the correct language to help him discover the solution that is right for him - tailoring the perfect diamond.

Ultimately, for customers who can afford the very best, we can offer a symbolic representation of this insight - a choice of two perfections.

The Theta diamond (cut for purity and brilliance)
or a Lambda diamond - tailor-made for scintillation.