History

 
1854

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.

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.

1902

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.

1903

The Excelsior

 
 
The Excelsior Diamond was found on June 30, 1893 at the Jagersfontein Mine by a worker while loading a truck. The man was able to hide the diamond from the supervisors but delivered it to the manager of the mine himself. Until 1906 when the larger Cullinan diamond was found, the Excelsior was the largest known diamond in the world. It had a blue-white tint and weighed 971¾ carats (194.2 g). It was ultimately cut into ten stones weighing from 13 to 68 carats. Immediately after its discovery the news spread around the world.
Abraham Asscher, Joseph's brother, is charged with cleaving the Excelsior diamond. At 997 carats, it is the largest diamond ever found. The Excelsior requires expert handling; inclusions within the rough diamond prevent it from being polished as a single stone. It is thus carved into ten diamonds which are primarily sold to anonymous purchasers. Eventually Tiffany & Co. bought three stones of the Excelsior diamonds.
1908

The Cullinan

 
 
On a cold February day a notable audience gathers to watch Joseph Asscher cleave the natural wonder. He needs to hit the Cullinan in exactly the right place's he strikes the diamond, but the blade breaks, not the stone. He dismisses all present and remarks that the largest diamond ever found seems to require significantly larger tools!

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.

1946

World War II

 
 
The Asscher family is deported from the Netherlands and interned in concentration camps, along with nearly all of their polishers. All the company's diamonds were seized.

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.  



1980

Royal title

 
 
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 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.
2001

Introduction Royal Asscher Cut

 
 
Innovation and development
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.

2006

2006

 
 

In loving memory: Joop Asscher (1950 - 2006)

2008

Introduction Rocks & Jewels

 
 
With high fashion and editorial appeal, the Rocks & Jewels by Royal Asscher collection was an instant success and its launch was noted as Royal Asscher's first major foray into the fashion jewelery arena.

Stunning hues of blue,pink, yellow and lavender sapphires polished to Royal Asscher's exacting specifications, and showcased in extraordinary settings.
2008

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.

2011

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.

2011

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.

2011

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.

2012

Strategic partnership Sparkle Roll China

 
 
In the beginning of 2011 Royal Asscher takes her first steps into the Chinese luxury market and opens it's first flagship store in Beijing. The flagship store is the first of at least 4 stores to open in Beijing and Tianjin. In 2012 Royal Asscher started a strategic alliance in China and Macau with the Sparkle Roll Group Limited, a company traded on the Hong Kong stock exchange (SEHK: 970) and leading distributor of top-tier luxury goods in the China like Rolls Royce, Bentley, Lamborgini, Boucheron, Richard Mille and Château Petrus. According to the agreement, the alliance is for a period of 10 years, with an option to be renewed for another 10 years.
2013

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.

 
Today

Today

 
 

 

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.