Isaac Joseph enters the diamond industry and in turn he passes down his expertise to his two sons, Joseph and Abraham, who become two of the 20th century's most prodigious diamond experts. The company is known as the Asscher Diamond Company.
The following week, armed with new tools Joseph Asscher resumes his work, allowing nobody but the notary public in the room. Although later, urban legend recounts that Joseph Asscher faints after striking the Cullinan diamond with a tremendous blow, in truth he remains entirely focused, demonstrating unprecedented expert force as he hits the Cullinan in exactly the right place, the stone is cleft according to his original calculations. He pauses, crouches to examine his work, then rushes into the next room and lets out a relieved cheer; the champagne corks pop. Later, the Cullinan diamonds are polished, ready to take pride of place in Great Britain's Crown Jewels.
World War II
1945 The war ends, but only ten Asscher family members, and fifteen of the seven hundred polishers survive. There is no company to return to. Although it was once the World's diamond polishing capital, the Amsterdam diamond industry is all but destroyed.
1946 Louis and Joseph Asscher survived the concentration camps and came back to a destroyed company. They had to rebuild the complete Asscher Diamond Company, determined to restore the company to its former glory.
Her Majesty Queen Juliana of Holland grants the Asscher Diamond Company a royal title in tribute to both the company 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.
Introduction Royal Asscher Cut
in 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.
The Royal Asscher Cut
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's beauty can not be imitated.
In loving memory: Joop Asscher (1950 - 2006)
Introduction Rocks & Jewels
Stunning hues of blue,pink, yellow and lavender sapphires polished to Royal Asscher's exacting specifications, and showcased in extraordinary settings.
Introduction Stars of Africa
In 2008, Royal Asscher launched a Sierra Leone-focused charity project called Stars of Africa. The project aims to improve infrastructure in Sierra Leone by creating funding for education and healthcare and to establish 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 organizations assessing needs in Sierra Leone, Lita Asscher concluded that the Stars of Africa project should ultimately focus on providing people with the cornerstones of society; health, education, economic stability and societal relationships. The Stars of Africa initiative seeks to create tangible differences in all of these areas, directly supporting the people who need the most help.
Initially the Stars of Africa project will seek to help children working in the mines end their labor and begin attending school or vocational training. Too often, working in the diamond mines is a child’s only choice between starvation and survival, but children deserve to be nurtured. The Stars of Africa project endorses child sponsorship, so a child can eat well, attend school, and receive healthcare.
Another project aim is to provide micro grants to vulnerable families who now depend on their children’s income from the mines, so that they can establish an economic base and achieve greater self-sufficiency. For example, a family will be given a micro-grant to buy and breed livestock and chickens which offers them milk and eggs, and a source of renewable income.
The project also seeks to support discussion between community leaders and stakeholders (including chiefs, mine officials, child welfare committee members, and community-based workers) to better communicate on important social issues by working with experienced NGO’s.
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.
Extension of the Royal title
In February 2011 Royal Asscher is once again awarded the rare privilege of a Royal title by the Queen of Holland.
Introduction Royal Stars
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. The celebratory orange and white diamonds are set in 18k white and yellow gold, and consumers can choose from a medium or large version.
Royal Asscher opens first flagship store in Japan
The Asscher family opened it's first flagship store in Japan on Friday, July 15, 2011. The store is located on the famous Ginza Street in the center of Tokyo and represents the company’s first flagship store in Asia.
Situated in a prime location, in the heart of the luxury shopping area, and in the company of other reputable stores such as LVMH, Bulgari and Chanel, the opening of the Ginza store is a remarkable achievement not only for Royal Asscher as a company but also because it is the first Dutch store on the Ginza.
The interior of the modern store is decorated in white contrasting with Royal Asscher’s signature blue and showcases a wide variety of Royal Asscher diamond engagement rings and jewelry. In commemoration of the opening of the store, a Royal Asscher diamond tiara has been created containing a total of 10 carats of diamonds set in platinum and worth US$385,000. The tiara will be loaned as a special treat to brides who purchase a Royal Asscher engagement ring in the Ginza store, thus giving them the opportunity to enjoy the true brilliance of a Royal Asscher diamond on their head as well as on their finger.
Strategic partnership Sparkle Roll China
Introduction Rebel Chique Diamonds
In February 2013 Royal Asscher introduced Rebel Chique Diamonds, a new luxury brand for jewels with man-made diamonds.
By rebelling against the notion that diamonds are once-in-a-lifetime heirlooms, the brand wants to tap into a mindset that embraces diamonds as high-end accessories that can change from season to season. Rebel Chique plans to achieve this by focusing on the inherent advantages that man-made diamonds have over natural ones: they can be cultivated in colors and sizes very rarely encountered in natural diamonds. In other words, they offer a more personalised diamond experience whilst being chemically, physically and aesthetically (optically) exactly the same as natural diamonds – they only differ in the place of origin.
Royal Asscher is still proudly headquartered in its original 1854 Amsterdam home and the fifth and sixth generation of the Asscher family are at the helm of an international company, the reigning president is Edward Asscher, co-creator of the Royal Asscher Cut, his daughter Lita is President of Royal Asscher of America, his son Mike is in charge of the Far East business. The Asscher's inherent love of diamonds and reputation for excellence shows no sign of ceasing in the 21st century.