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We Cut for Beauty

Since 1854, the Asscher family and their house of diamonds, Royal Asscher, have remained true to a passion to cut for beauty.

It's a legacy that saw us entrusted with some of the world's most important and regal diamonds. From the original Asscher Cut designed in 1902, to our four patented diamond cuts today: The Royal Asscher® Cut, the Royal Asscher® Oval, the Royal Asscher Cushion® and the Royal Asscher® Brilliant inimitable, rare and exclusive to the house.

If you haven't yet, this is the perfect moment to get acquainted with the creators of the most celebrated diamonds in the world.

At the heart of all we do is a legacy of love for diamonds

Original Asscher Cut Diamond patent from 1902 Joseph 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 explore and deliver the ultimate beauty of every single diamond that we touch, scientifically 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® Brilliant Cut and the Royal Asscher® Cushion Cut. The Royal Asscher trademark is a registered trademark and our diamond cuts are protected by a patent and design registrations.

Elizabeth Taylor with her gorgeous famous Asscher Cut