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The page is white, so there is nothing for a diamond to reflect. The way round that is the way a 3D package does it: a set of lamps and softboxes stood around the stone in a dark room, seen only in its facets. The stone is the brand rhombus, twice as tall as it is wide, and the light is followed inside it: in through one facet, off the others by total internal reflection, and out again, split into three wavelengths so the fringes at the facet edges are real dispersion rather than a tint.
The white ground doubles as a polished floor. A second copy of the stone is drawn through a mirror under it and fades with its depth, so the reflection is there at the contact and gone a stone’s height down; a soft shadow and a faint blue caustic under the stone give it weight on the page.