ROYAL ASSCHER, a diamond jeweler founded in Amsterdam, Netherlands in 1854, is celebrating the 20th anniversary of the brand's original cut, the Royal Asscher Cut*®, by releasing two new ring styles using the Royal Asscher Cut. Additionally, the brand will be holding the "2020 Fall/Winter Royal Asscher Cut Celebration Fair" from July 4 to December 31, 2020, at its flagship stores and authorized Royal Asscher retailers nationwide. During the fair, customers who purchase a Royal Asscher Cut will be able to have the girdle of their loose diamond laser engraved with a special designation, such as initials or a special anniversary. They will also receive a signed letter with a message from Edward Asscher, inventor of the Royal Asscher Cut and honorary chairman of the brand.

*¹The 58-facet "Asscher cut" created in 1902 was refined to 74 facets in 2000. This original cut is characterized by its sharp square form and profound brilliance.

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The clear, exquisite brilliance created by the 74 facets bearing the brand name is proof that the company is a cutting jeweller with a history spanning more than 166 years.


Overview of the "2020 Autumn/Winter Royal Asscher Cut Celebration Fair"
Period: Saturday, July 4th – Thursday, December 31st, 2020
Stores: Royal Asscher Diamond Ginza Main Store, Royal Asscher Diamond Fukuoka Tenjin Store, and authorized Royal Asscher retailers nationwide that stock the Royal Asscher Cut
Content: During the fair, customers who purchase a Royal Asscher Cut will be able to have the girdle of their loose diamond laser engraved. They will also receive a signed letter with a message from Edward Asscher, the developer of the Royal Asscher Cut and honorary chairman of the brand.


【What is the Royal Asscher Cut?】
The "Asscher Cut" was developed by Joseph Asscher in 1902. Its innovative octagonal form took the world by storm and it is known as an exemplary cut that other companies emulated. A century later, the newly developed "Royal Asscher Cut" was designed to increase the total amount of light returned, in addition to the elegant, transparent brilliance that is characteristic of the step cut. The 74 facets, the same number as those on the brand's legendary Cullinan I and Cullinan II, create a powerful sparkle and exquisite beauty of light. The sharp form exudes high transparency and elegance, and is an original cut that can only be produced by Royal Asscher.

Honorary Chairman Edward Asscher
Royal Asscher Diamond Company
Honorary Chairman Edward Asscher

Until March 2020, he served as the fifth president of Royal Asscher Diamond Company.
Since June 2020, he has been the representative of the World Diamond Council*.
*An international organization founded in 2000 that prevents the use and trade of conflict diamonds.

Address:
Royal Asscher Diamond Ginza Flagship Store
4-6-17 Ginza, Chuo-ku, Tokyo
TEL: 03-6228-6161

Royal Asscher Diamond Fukuoka Tenjin Store
2-4-29 Tenjin, Chuo-ku, Fukuoka City, Fukuoka Prefecture
TEL 092-791-7090

Royal Asscher Cut dealers nationwide, authorized dealers
www.royalasscher-jp.com/shop





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