Still, with the right marketing, Rothman thought he could convince consumers to shell out a 25% premium for his branded Hearts on Fire diamonds.

FORBES: Stones on fire

Rothman was so taken with the process that he later changed the name of his company from Di-Star to Hearts on Fire.

FORBES: Stones on fire

Paul Hartley and Steven Pressley have hardly set the green and white heather on fire since being replanted at Parkhead from Hearts and Strachan has confounded many by his persistence with the anonymous Jiri Jarosik.

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