Round is the most common cut shape of diamond. It has 57 facets. The names of the facets are table, bevel, star, upper pavilion, girdle, lower pavilion and culet. Marcel Tolkowsky is the innovator of the modern round brilliant cut. New technology has enabled cutters to add facets and produce microscopic effects such as hearts and arrows. There is a push to brand diamonds by adding or altering Tolkowsky's basic pattern. It is debatable if this actually improves brilliance to the naked eye. Most consumers choosing between a branded stone such as a Leo or Star 129 have chosen the Tolkowsky round brilliant. All stones that are not round are referred to as fancy cuts.