I've been writing targeted copy for over 2 decades across all media. For the last 17 years, I've been a copywriter as well as a branding and marketing consultant. Articles I write are usually based on something scientific like my latest whim. Sports Med Website , AnneMoss.com and Webprepro Blog 
Photos are property and courtesy of Diamondsbylauren.com.
I think Emerald Cuts, also called step cuts, are the most honest of all diamond cuts. They are personally my favorite. Diamond flaws are sometimes easier to spot in an emerald cut. (not always, though) And their concentric dazzle is mesmerizing. Princess and rounds are the most popular cut at the moment, but the emerald cut has a huge club of admirers and it's a traditional shape that transcends time. It has been around a long, long time. By the way, it's the faceting on the bottom of the diamond that determines whether it will have a step cut shine or brilliant sparkle.
Diamond Shapes Photos are property and courtesy of Diamondsbylauren.com.
Like all diamonds, the CUT is king and the most important aspect of a beautiful diamond. You won't be able to decipher this based on a GIA Report alone. Some have dramatic corners, some have asscher/emerald-like qualities.
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Some have less-dramatic corners. It's all in what you like and how you might be setting it. Some people prefer a higher crown and smaller table (I do), still others like a larger table and a lower crown. Picture of what crown height means below.
I'm not imparting much wisdom regarding emerald cuts other than there is a wide range of how they look. What interpretation do you fancy? No two diamonds are exactly alike. And quite frankly, that's the beauty of a diamond.
Emerald Cut Ring Gallery. Photos are property and courtesy of Diamondsbylauren.com.