(IDEX Online) - Izzy Itzkowitz, who co-invented the princess cut in 1979, has passed away at the age of 68, his son said in a Facebook post.During a lifelong career in diamonds he also developed iconic private label designs for De Beers, Tiffany & Co, and Graff, as well as the "invisible set".Itzkowitz, born and bred in Tel Aviv, he also invented the Asscher Cut Princess and the Asscher Queen. In 2016 he joined the lab-grown diamond maker Diamond Foundry. But his most notable legacy is the princess cut - also known as square modified brilliant, which remains one of the most popular choices after round or cushion. He co-invented the cut with Betazel Ambar, Ygal Perlman.