Royal Asscher® diamonds Are Considered

As fifth and sixth generation Asschers, we are proud to uphold a prestigious 160 year old reputation for
diamond innovation, excellence and ethics.
Edward
We have a voracious passion for diamonds that has always guided our company’s existence; from the
heyday of the Asscher Diamond Company in 1920’s Amsterdam, through darker times in our history,
to the wonderful day in 1980 when we were bestowed the rare privilege of a Royal title from Queen
Juliana of Holland.
In 2001, after two years of honing and perfecting we debuted the Royal Asscher® Cut as the 21st century
successor to our family’s signature Asscher Cut. The Royal Asscher® Cut was immediately acknowledged
as an incomparable beauty with undeniably spectacular glamour, scintillation and brilliance, it truly
outclasses today’s square emerald cuts. Though the Royal Asscher® Cut is our signature diamond we do
cut other shapes, firmly adhering to best practice guidelines to consistently create beautiful diamonds.
Lita
Royal Asscher® diamonds are considered
to be among the best in the world...
We proudly guarantee diamonds of exceptional quality and craftsmanship… a Royal
Asscher diamond is an heirloom diamond to treasure… as diamonds should be.
Our collections speak for themselves and our history is storied… We hope you
enjoy discovering Royal Asscher®.
Lita, Edward & Mike Asscher
Mike
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Cut
In 1999, Edward and Joop Asscher became intrigued by the
possibility of enhancing their great-grandfather, Joseph Asscher’s
design for the original 1902 Asscher Cut. The diamond industry
had advanced significantly since 1902… modern technology,
including computer modeling and simulation now offered fresh
insight into the age old art of diamond cutting and polishing. After
two years of intensive research and development, consultation
with their master polishers and multiple refinements, Edward
and Joop presented the Royal Asscher® Cut as a successor to the
Asscher Cut.
The Royal Asscher® Cut is perfectly symmetrical, with proportions
that fall within strict parameters; every facet is measured for
absolute accuracy. The diamond has a high crown and 74 facets –
whereas the modern square-emerald cut, and the original Asscher
both have 58 facets.
Today the Asscher family name is often used as a commodity term for
square-emerald cuts. It is obvious why companies want to use the
world-renowned Asscher name, yet there are often significant
differences between a square-emerald cut and Joseph Asscher’s
Asscher Cut. His 1902 design specified definitive criteria for
achieving a beautiful Asscher Cut The standard square-emerald cut is
infrequently cut to these guidelines and as such is unrepresentative of the
Asscher Cut. The Royal Asscher® Cut, as coveted as its predecessor, is protected
by a worldwide patent and is now the signature diamond of Royal Asscher®,
a name which guarantees excellence.
“The Royal Asscher® Cut…
because a square-emerald cut just doesn’t cut it…”
Protected by a worldwide patent, a Royal Asscher® Cut is inimitable in more ways than one; every Royal
Asscher® Cut diamond is perfectly symmetrical. The diamond’s proportions have to fall within strict
parameters, so every facet is measured for absolute accuracy.
Creating a Royal Asscher® Cut requires precise technical craftsmanship. One can never underestimate the
significance of a sharp critical human eye and a masterful hand to draw out the Royal Asscher® Cut’s fire and
scintillation. Such is the level of expertise required, that there are less than seventy-five people in the world
who can polish to Royal Asscher®’s exact specifications. Indeed, it takes an experienced polisher at least three
months of intense training to learn the skills required to master the Royal Asscher® Cut.
Elite craftsmanship
from rough to Royal
‘Cut’ refers to both the diamond’s shape (e.g. a Royal Asscher® Cut, a Round Brilliant, or a
Cushion etc), and the quality of the workmanship that has gone into transforming a rough stone
into a beautiful, faceted diamond.
Of the 4C’s, cut is where the diamond’s beauty is determined by man and not by nature.
A beautiful cut is significantly more valuable than a poorly cut stone; this is because how
the diamond is cut will determine the life and fire within the diamond. When Royal
Asscher®’s master polishers handle a rough diamond, they do it with the utmost
respect for the innate virtues of the stone, meaning Royal Asscher®diamonds are
cut for beauty and not for yield. A diamond polisher’s primary considerations
are polish and symmetry. Polish refers to how smooth a diamond’s facets are - a
badly polished diamond will have significantly less brilliance than a perfectly
polished diamond. Symmetry refers to the alignment of the diamond’s facets,
symmetry is a crucial determinant of how light performs within a diamond.
Ultimately a more beautiful diamond can be created from a high quality rough
diamond (higher color and clarity). On the quest to create the World’s most beautiful
diamonds, Royal Asscher® surpasses industry standards by selecting from the World’s top
5% of rough diamonds. Royal Asscher® has a legendary diamond cutting heritage yet modern
diamond cutting is both an art and a science; today technology can aid the transformation of
a rough diamond into a beautiful stone. Royal Asscher®’s innovative fusion of technology and old
world techniques results in supremely stunning diamonds.
Royal Asscher recognizes that working with nature’s
rarest commodity is an honor. When handling
a rough crystal, final carat weight is a secondary
consideration - beauty conquers all. This principle has
guided Royal Asscher throughout its history, and is the
reason the Asscher family has been entrusted to turn some of the
largest rough diamonds ever found, into some of the most famous
diamonds in history.
The standard used to measure diamond weight is the carat. A carat equals
1/5 of a gram (or 1/142 of an ounce). Each carat is further divided into
points, each point representing 1/100th of a carat. Higher carat diamonds of
exceptional quality are rare and their value reflects this. For example, a 2 carat
diamond does not automatically cost twice the amount of a 1 carat diamond of the
same quality, the price rises exponentially.
So many diamonds are sold by virtue of carat weight to service the belief that bigger is
better. Often techniques are used to boost a diamond’s weight, but this can ignore its
innate virtues and compromise the diamond’s aesthetic integrity. People should always
look to purchase the most beautiful diamond they can afford, remembering that cut, not
size, is acknowledged to be the most important contributor to a diamond’s beauty - and that
carat weight alone does not determine a diamond’s value.
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Clarity refers to a diamond’s internal characteristics; serious imperfections can have a truly
detrimental affect on a stone’s overall appearance. Royal Asscher® enforces strict clarity
guidelines and rejects low quality diamonds.
Diamonds are a product of nature and therefore are all different. Clarity is determined by
examining the diamond under 10 x magnification to look for the presence of inclusions.
The clarity grades are:
IF internally flawless
VVS1 Very very small inclusion 1
VVS2 Very very small inclusion 2
VS1 Very small inclusion 1
VS2 Very small inclusion 2
SI1 Small inclusion 1
SI2 Small inclusion 2
I1 Inclusion 1
I2 Inclusion 2
I3 Inclusion 3
Royal Asscher® surpasses general industry
standards for clarity,
over 90% of Royal Asscher®
diamonds are above VS2 clarity.
The international color grading scale ranges from D to Z with D being the highest, and
most rare color rating, actually referring to colorless diamonds. The lowest rated colors are
those from S through Z - these diamonds have a yellowish tinge.
Royal Asscher® selects diamonds grades D-J, with over 80% of the diamonds being H color,
whic exceeds the industry standard.
Fancy color diamonds such as yellows, pinks, blues and oranges are not included on the D
to Z white diamond scale, instead they have their own classification system. Fancy color
diamonds are incredibly rare and very valuable. Royal Asscher® is famed for an interest in
fancy colors and welcomes customer requests about the sourcing of such diamonds.
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RGR14704
JDR1420
RGR14705
CR30SE14
RGR12471
RGR16000
RGR15611
cr41ea
rgr15318
RGR15321
RGR15319
RGR16213
DE/DER/3/200
11
12
CR34EZ
RGR15612
BM54
RGR15787
AF/DER/1/110
CRR54SEJ
RGR 15786
PA/DER/1/129
PA/DER/1/136
RGR14749
CR32ED
RGR15788
RGR15613
CR27SE35
14
13
RGR14649
CR32SE31
CR30EI
CRBR30SED
CR30SE27
CR30SE8
RGR14708
CR30SE2
MR30EB
RGR14648
CR70EP
CR27SE22
15
16
AV/B/2/126
RGR14610
Avant Eternity Band
Legacy
RGR16181
AF/B/2/104
RGR14633
CR30SE24
RGR14625
RGR14565
RGR14565-2RA
PA/DER/5/143
18
17
PA/MB/4/132
deder3200
CR30SE4
RGR14750
CR51ER
CR25EB
Royal Asscher polishes natural and heat treated sapphires
in spectacular hues, showcased in beautiful settings.
Each Royal Asscher Cut sapphire is accompanied by a certificate stating whether
the sapphire has been treated and assuring authenticity.
Sapphire
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Guaranteed
Authenticity
Each and every Royal Asscher® diamond is laser inscribed
with the Royal Asscher® logo and an identification
number belonging to that particular diamond only. The
laser inscription in no way detracts from the diamond’s
beauty or appearance and guarantees the stone as an
authentic Royal Asscher® diamond.
It also promises the diamond is conflict-free, natural
and untreated. This number is registered with Royal
Asscher® and is listed on a certificate accompanying
the stone. Royal Asscher® diamonds also come with
an independent HRD, GIA and/or AGS certification,
which further ensures the quality of the diamond.
Royalty &
Red Carpets
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Royal Asscher® is renowned for its unique heritage and history and has an exclusive
clientele of international royalty and celebrities. Visitors to the Amsterdam headquarters
include Japan’s Emperor Hirohito, Queen Elizabeth II of Great Britain and Queen Juliana
and Prince Bernhard of the Netherlands. The late Elizabeth Taylor, one of the world’s
greatest lovers of diamonds, described the Asscher cut as an extraordinary stone, with
life and brilliance when light shines through it. The company’s contemporary jewelry is
increasingly popular with celebrities including Sophia Vergara, Megan Fox, Kate Bosworth
and Serena Williams. With such prolific interest in the company, it’s no wonder Royal
Asscher® diamonds are perennial red carpet favorites.
Royal Asscher®’s laboratory, housed within the Amsterdam
headquarters rigorously protects quality standards.
All Royal Asscher® diamonds are gr aded by
highly qualified professional diamond gr aders,
then independently gr aded by the worldwide labor atories HRD, GIA and/or the AGS.
HRH Princess Beatrix HM Queen Elizabeth ll Louis
Asscher HM Queen Juliana
Queen Beatrix & Louis Asscher
Right Top to Bottom Kate Bosworth, Sophia Vergara, Megan Fox
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Stars Of Africa
Royal Asscher® refuses to work with conflict diamonds. Conflict diamonds originate from worn torn
countries; they are unethically sourced and sold to fund warfare, violence and civil destruction. Royal
Asscher® only sources diamonds from nations that are fully compliant with the Kimberley Process – a joint
government, international diamond industry and civil society initiative to stop the flow of conflict diamonds.
The Kimberley Process requires that all diamonds are labeled by the government at origination point and
security sealed during transportation.
The Asscher family actively campaigns for an
ethically operating diamond industry. Edward
Asscher was one of the forefathers of the Kimberley
Process; his pioneering work helped convince
mining companies, governments and non
governmental organizations (NGOs) to accept
and use the Kimberley Process. The Asscher family
strongly supports the continued strengthening of
the Kimberley Process.
Both Edward and Joop received knighthoods for
their social and ethical work, becoming Officers
in the Order of Oranje - Nassau. The fifth and
Edward and Mike Asscher
sixth generation of Asschers currently at the helm
of Royal Asscher have a strong collective social conscience and an inherited love of the undeniable beauty
of diamonds. The Asscher family considers it to be of paramount importance that diamonds not only bring
happiness to the wearer, but to everyone involved in the diamond supply chain.
In 2008, Royal Asscher launched Stars of Africa, a philanthropic initiative which aims to improve
infrastructure in Africa by creating funding for healthcare, education and self-sufficiency programs. The
project is named after the largest diamond ever found, the 3105 carat Star of Africa (Cullinan) diamond, cut
by the Asscher family in 1908. However, the Stars of Africa initiative aims to highlight the fact that the true
Star of Africa, its most precious resource, is her people.
After spending time with a global non-governmental organization assessing needs in Sierra Leone, Lita
Asscher concluded that the Stars of Africa project should ultimately focus on the cornerstones of society:
health, education, economic stability and societal relationships and seek to create significant, tangible and
positive differences in all of these areas.
The Stars of Africa project aims to help children working in diamond mines end their labor and begin
attending school or vocational training. The project ensures that sponsored children eat well, attend school
and receive healthcare. Another project aim is to provide micro grants to vulnerable families, who depend
on their children’s income from working in the mines, establish an economic base and achieve greater selfsufficiency. The project also seeks to support dialogue between all stakeholders and improve communication
on important social issues with the help of experienced NGOs.
Presently we cooperate with the Diamond Empowerment
Fund, which supports education initiatives for disadvantaged
people in diamond-rich African nations. Our donation
sponsors students from Sierra Leone who attend the African
Leadership Academy, founded on the belief that ethical
leadership is the key to transforming Africa.
Though the initial outreach for help and support will be
one child at a time, Lita Asscher will continue efforts to
raise funds to help the people of Sierra Leone and other
developing nations. The beautiful children in the Third
World have hope and optimism; this hope is justified:
there is a future to look forward to.
Stars of Africa Earrings
Stars of Africa Necklace
A collection representing one of the hottest innovations in the jewelry
industry - Floating Diamonds!
The Stars of Africa collection is a true innovation in the jewelry
industry and took two years of research and development. This
patented collection, launched in 2009, consists of diamonds encased
in a fluid-filled semi- or full globe, which allows them to float freely
like snowflakes in a snow globe. The result is cascading diamonds
which emit light, fire and beauty as they dance, float and fall.The
Stars of Africa collection has more than just aesthetic appeal; there is
an underlying beauty as well: The collection benefits Royal Asscher’s
Africa-focused fundraising initiative, Stars of Africa.
Stars of Africa Pendant
Stars of Africa Ring Model 1
Stars of Africa Ring Model 2 & 2b
In Medium (14mm) or Large (19mm) (Diameter of the bowl)
Available in 18kt yellow, white, rose gold and platinum upon request.
(Medium 0.60ct brills), (Large 1.20ct brills)
Stars of Africa
Limited Edition
Stars of Africa Pendant
Stars of Africa Ring with
Floating Pink Diamonds
Stars of Africa Cufflinks
Stars of Africa Ring Model 3
Stars of Africa Ring Model 4
In Medium (14mm) or Large (19mm) (Diameter of the bowl)
Available in 18kt yellow, white, rose gold and platinum upon request.
(Medium 0.60ct brills), (Large 1.20ct brills)
In honor of receiving the ‘’Royal’’ title for 25 years
Royal Asscher released a special edition Stars of Africa ring with floating
orange diamonds as a tribute to the Royal House of Orange Nassau.
Shining Stars
Collection
The Shining Stars collection, designed by Reena Ahluwalia for Royal Asscher, is inspired by the day and night
of the African Savannah and its animal magnetism. Capturing the thrill and the magic again, the affordable
Shining Stars collection is an expansion of Royal Asscher’s Stars of Africa line. The Shining Stars collection is
comprised of two new exciting materials:
- 18k rose, yellow gold and rhodium-plated sterling silver (with black or white enamel)
- White and black ceramic combined with 18k rose, yellow and white gold
The collection consists of beautiful pendants and stunning rings. The styles continue to feature free-floating
diamonds encased in a fluid-filled sapphire dome, giving them the effect of shimmering stars.
Imperial State Crown
1907:
1854:
Joseph Isaac Asscher, already a famed artisan
in the diamond industry, establishes the I.J. Asscher Diamond
Company, named for his son Isaac Joseph Asscher. His two
sons Joseph and Abraham later become two of the 20th
century’s most prodigious diamond experts. The company is
known as the Asscher Diamond Company.
The Cullinan diamond is discovered. At 3,105
carats it is a legendary find, which achieves instant notoriety
across the globe. The diamond is presented to Great Britain’s
King Edward VII who invites the Asscher brothers to London to
discuss cleaving the diamond. It is decided that Joseph Asscher
will cut the Cullinan into three parts, necessary because of the
inclusions within the rough diamond.
1941: World War II: the Nazis enter the
Asscher Diamond Company’s Amsterdam
headquarters and seize the diamonds .
The Asscher family is deported from
the Netherlands and interned in
concentration camps along with
nearly all of their polishers.
The First Asscher: Joseph Lsaac Asscher
Royal Sceptre
1902:
Joseph Asscher
upholds his Father’s reputation for
skill, innovation and excellence and
designs the original Asscher Cut.
This emblematic cut is instantly
internationally
desirable;
the
company subsequently patents the
design.
1908:
Abraham Asscher (far left)
1903:
Abraham Asscher, Joseph’s brother, is charged with cutting the Excelsior
diamond. At 997 carats, it is the largest diamond ever found. The Excelsior requires
expert handling; inclusions within the diamond prevent it from being polished as a
single stone. It is thus carved into ten diamonds which are primarily sold to anonymous
purchasers. Rumor and myth abound regarding the locations of the diamonds.
On a cold February day a
notable audience gathers to watch Joseph
Asscher cleave the natural wonder. Remaining
entirely focused and demonstrating
unprecedented expert force, Joseph cleaves
the stone into 9 large stones and 42 small
stones. The two largest stones cut from the
Cullinan, called Cullinan I and Cullinan 2,
can be found in Great Britain’s Crown Jewels.
Joseph Asscher cleaving the Cullinan
1945:
The war ends but only ten Asscher
family members and fifteen of the five hundred polishers
survive. There is no company to return to. Although
it was once the World’s diamond polishing capital,
Amsterdam’s diamond industry is all but destroyed.
2009: 155 years of heritage in motion… the
Royal Asscher’s Amsterdam Headquarters
1946: Abraham Asscher’s sons Joop and Louis are invited to utilize
fifth and sixth generations of the Asscher family are at
the helm of the international company. The reigning
President is Edward Asscher, co-creator of the Royal
Asscher® Cut; his daughter Lita is President of Royal
Asscher®, North America; his son Mike is in charge of
the Far East business.
their expertise to start a new company in New York. Since Amsterdam was their
home, they decided to remain there and began to rebuild the Asscher Diamond
Company, determined to restore it to its former glory.
2001:
Almost 100 years after Joseph Asscher patented
the original Asscher Cut, Edward and Joop introduce the
Royal Asscher® Cut. The design is protected by an international
patent so the Royal Asscher® Cut cannot be imitated.
The Royal Asscher Cut.
US Patent#: USD453, 007S
1999: Edward and Joop Asscher, Louis Asscher’s
sons continue the family legacy and begin researching the
possibility of enhancing Joseph Asscher’s original Asscher
Cut. They work tirelessly, absorbed in their family’s time
honored passion for diamonds.
2008: Royal Asscher launches its
1980:
Welcome to the Royal class…
Her Majesty Queen Juliana of Holland grants the Asscher
Diamond Company a Royal title in tribute to both the company’s
and family’s leading, century-old role in the diamond industry. The
Asscher Diamond Company proudly receives the Royal title and
becomes the Royal Asscher® Diamond Company.
Left to right: Louis, Edward, Joop & Joseph Asscher receive the Royal title
Stars of Africa initiative
2011: Royal Asscher® is once
again awarded the rare privilege of a
Royal title by the Queen of Holland.
In loving memory of
Joop Asscher 1950~2006
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www.royalasscher.com
[email protected]