In 1927, after graduating from Columbia University, Joseph Baumgold, Louis’ son, joined the firm and brought it firmly into the Twentieth Century. In 1938, Baumgold diamond cutters developed a new art in diamond cutting by polishing the edge, or girdle, of the diamond. For diamonds polished by this method, Joe Baumgold created the trademark “Circle of Light,” described as the first trademark ever used to market diamonds. In 1965, Joe Baumgold became the first American to serve as president of the International Diamond Manufacturers and Importers Association. He was also a former president of the Diamond Manufacturers and Importers Association of America.