We know that diamonds are beautiful—but we take their true potential to the next level.

Our diamonds are the product of six generations of artistry and design, a legacy that has earned us the reputation for unlocking new potential for sparkle, brilliance, and beauty in every diamond that we touch.

Royal Asscher Cut

Almost 100 years after the Original Asscher Cut was first conceived, Joseph Asscher’s great-grand nephews, Edward and Joop Asscher, revised the design, adding sixteen additional facets to make it reminiscent of the Cullinan II diamond of the Imperial Crown.

The result is a ravishing 74 facet steep-cut square diamond, absorbing the light from each angle, creating an endless mirrored pool effect, a kaleidoscope of all of the colors that make up a spectrum of light, catching the eye with the brilliance of a round cut, and mesmerizing it with the intricacies of the artfully-constructed angles of an emerald cut.

The Royal Asscher Cut’s unique aesthetic inspired our tradition of 74 facets in every diamond,

Designers: Edward and Joop Asscher

The Royal Asscher Oval Cut

Inspired by the intrinsic beauty of the slender, flattering and popular Oval shape. We applied fresh and consistent cutting standards to create something beyond the generic Oval - which is often cut irregularly. Because diamonds deserve the most beautiful expressions of shape.

Edward and Mike Asscher set out to master the tricky acomplishment of creating the perfect Oval by playing with proportions and faceting patterns to uncover a new, dynamic fire within the shape. The result of the work of father and son is a dazzling diamond, a perfectly glamourous Oval with a modern aesthetic.

Designers – Mike and Edward Asscher

The Royal Asscher Round Brilliant Cut

Our Royal Asscher Round Brilliant Cut takes the most enduringly popular classic diamond cut and gives it extra head-turning sparkle.

By adding facets on the outside of the diamond, the Royal Asscher Round Brilliant Cut removes some of the darker elements seen in a traditional round diamond. The effect is a crisp, clear and different diamond, a fresh generation of beauty for this timeless, beloved shape.

Designers – Mike and Edward Asscher

The Royal Asscher Cushion Cut

The Royal Asscher Cushion Cut is a modern twist on a vintage classic, combining curved corners with the captivating brilliance of larger stones. Our Cushion has additional faceting on the table and bottom of its design, which enhance its beauty by exposing the diamond's sparkle potential without losing the soft pillowy elegance of the cut.

Designers – Edward Asscher and Mike Asscher

Each Asscher generation has taken our family trade and perfected it with new technology, innovation and creative touches that make our diamonds the ultimate expression of a diamond’s beauty. This is why we have been entrusted with the world’s most valuable diamonds, from the Excelsior, when it was discovered in 1893, to the Cullinan diamond—the largest diamond ever found—that we famously shaped for King Edward VII and Great Britain's Crown Jewels.

Today, each of our four signature cuts speaks to our legacy, each one carved with 74 facets, a nod to faceting pattern of the Crown Jewels, cut to maximize their expression of light. Above all else, our signature cuts are a testament to our constant quest to ex-plore and deliver the ultimate beauty of every single diamond that we touch, scientifi-cally-designed and artfully crafted to share this magic with those who love diamonds as much as we do.

It started in 1902, when Joseph Asscher perfected the geometrical lines and faceting pattern of a steep, square cut diamond to make the Original Asscher Cut. He patented the diamond, which became wildly popular during the 1920s and 30s, a diamond representation of the Art Deco aesthetic.

The patent expired during the height of World War II—making it impossible for us to renew. As a result, any diamond cutter could now cut the Asscher style. It didn’t make it any less special. Instead, an Asscher Cut diamond became synonymous with the ravishing, steep cut diamond of the Cullinan II of the Imperial State Crown, and later the Krupp diamond—that Richard Burton famously gifted Elizabeth Taylor. As the ultimate connoisseur of fine diamonds, Elizabeth Taylor perfectly encapsulated both our history and legacy when she wrote:

“This remarkable stone is called the Krupp diamond because it had been owned by Vera Krupp, of the famous munitions family that helped knock off millions of Jews. When it came up for auction in the late 1960s, I thought how perfect it would be if a nice Jewish girl like me were to own it. In truth, though, there's nothing funny about the Krupp. When I look into it, the deep Asscher cuts-which are so complete and ravishing-are like steps that lead into eternity and beyond. With its sparks of red and white and blue and purple, and on and on, really, it sort of hums with its own beatific life. To me, the Krupp says, 'I want to share my chemistry-my magic-with you."

Today, the Original Asscher Cut is the foundation of our four patented signature cuts, the Royal Asscher Cut, the Royal Asscher Oval Cut, the Royal Asscher Round Brilliant Cut and the Royal Asscher Cushion Cut.