For over 172 years, the Asscher family has followed a single guiding principle: Every diamond must be cut for beauty.

More than a motto, it is a philosophy passed down through generations of master diamond cutters. At Royal Asscher, we do not cut for carat weight or convenience. Every decision, from proportion and angle to polish and symmetry, is made with one intention: to reveal the most beautiful expression of each diamond. This is what we call: Cut for Beauty.

What makes a Royal Asscher diamond truly unique?

Every Royal Asscher diamond is cut according to one guiding principle:

Cut for Beauty.

Not for maximum yield. Not for carat retention. But to reveal the most extraordinary expression hidden within the rough crystal. That difference matters. Where many cutters work to preserve weight, Royal Asscher works to preserve wonder.

To buy a Royal Asscher diamond is to buy directly from the family who created the original Asscher Cut in 1902—one of the most iconic diamond shapes in history. While the Asscher Cut can now be replicated by cutters around the world, only Royal Asscher diamonds are crafted to the uncompromising standards and design philosophy of the Asscher family itself.

It takes instinct, patience, and generations of expertise to recognize how a rough diamond should be cut to unlock its full beauty. This is a skill that goes beyond the traditional 4Cs. It is the ability to see, by eye and by heart, what a diamond can become.

That is what makes a Royal Asscher diamond different.

Each stone is crafted by sixth-generation diamond cutters, whose expertise allows them to create diamonds with exceptional light return, extraordinary balance, and a brilliance that feels unmistakably alive.

Because in the end, what makes a diamond truly unique is not only how rare it is. But how beautifully it reveals itself.

The Legacy of the Asscher Family

While much of modern diamond history highlights the development of the round brilliant cut by Marcel Tolkowsky in 1919, the Asscher family’s contribution to diamond craftsmanship began earlier—most notably in 1902, when Joseph Asscher perfected the geometric structure and faceting pattern of a distinctive square step-cut diamond.

This design became the original Asscher Cut: a bold, architectural shape defined by 58 step-cut facets, a small table, a high crown, and a steep pavilion with elegantly cropped corners. It was the world’s first patented diamond cut, and it quickly became one of the most celebrated expressions of early 20th-century design.

During the 1920s and 1930s, the Asscher Cut rose to prominence as a defining symbol of the Art Deco era. Its strong symmetry, clean geometry, and hall-of-mirrors depth made it a perfect reflection of the period’s aesthetic ideals.

However, during the Second World War, the original patent could not be renewed. When it expired, the Asscher Cut entered the public domain. From that moment onward, any diamond cutter could produce and sell a diamond described as an “Asscher,” without adherence to the original design principles or performance standards established by the Asscher family.

As a result, many stones today marketed as Asscher cuts are in fact variations of square emerald cuts, often produced with inconsistent proportions, varying facet structures, and no regulated standard for light performance or brilliance. The outcome is a wide range of visual results, where beauty, fire, and symmetry can vary significantly from stone to stone.

In contrast, a Royal Asscher diamond is created to a precisely defined patented standard. Every Royal Asscher diamond is engineered with exacting proportions and optical symmetry to ensure consistent light performance, exceptional brilliance, and unmistakable visual identity.

Each diamond is the result of extraordinary craftsmanship, requiring the skill of fewer than 75 master polishers worldwide who are capable of bringing these stones to life with absolute precision.

This rarity is not accidental, it is the result of a commitment to preserving a legacy of design integrity and craftsmanship that has been refined for over a century.

Because while many diamonds may resemble an Asscher, only a Royal Asscher is cut as one.

Modern Royal Asscher 

Today, the Royal Asscher Cut stands as the foundation of a family of signature, patented diamond cuts, each designed with the same uncompromising standards of light performance and optical precision. This collection includes the Royal Asscher® Cut, Royal Asscher® Oval Cut, Royal Asscher® Brilliant Cut, Royal Asscher® Cushion Cut, Royal Asscher® Emerald Cut, and Royal Asscher® Pear Cut.

Each design is protected by patents and design registrations, ensuring that the integrity of the Royal Asscher vision is preserved and that every diamond cut under the name meets the same exacting standards of craftsmanship and beauty.

The Royal Asscher trademark is a registered mark of authenticity, representing not just a design, but a legacy of innovation, precision, and artistry in diamond cutting.