Royal Asscher Opens First Flagship Store in Tokyo, Japan

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The only company to be named "Royal" takes their rich heritage and passion for charitable giving overseas

"The Asscher family is proud to open its first flagship store in Tokyo... We have great respect for the solidarity and vigor the Japanese people have shown to rebuild and overcome their predicament."

The Asscher family is proud to announce that in cooperation with its Japanese partner Nagahori Corporation, Royal Asscher is opening its 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.

Royal Asscher’s unique heritage and history along with its passion for ethical and socially responsible behavior dates back to 1854. This enduring legacy, facilitated by the company’s devotion to bring beautiful, coveted jewelry to markets across the globe has led them to this momentous occasion. It will be followed by the opening of flagship stores in the People’s Republic of China.

Edward Asscher, President of the company said when opening the store, “The Asscher family is proud to open its first flagship store in Tokyo. It shows our total commitment to Japan in these difficult times. We have great respect for the solidarity and vigor the Japanese people have shown to rebuild and overcome their predicament. We are thrilled to continue building our relationship and being part of the most memorable moments of people lives”.

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.


Founded in 1854, Royal Asscher Diamond Company is run by The Asscher Family. The Asscher Family dynasty to this day continues to have an influence on the diamond industry. Joseph Asscher, at the request of King Edward VII, cut the largest diamond ever found, the famous 3,105-carat Cullinan diamond. Royal Asscher has also made its mark by refusing to work with conflict diamonds that originate from war torn countries that are unethically sourced and sold to fund warfare and civil destruction. Royal Asscher only sources diamonds from nations that are fully compliant with the Kimberly Process, an international diamond industry initiative to stop the flow of conflict diamonds. One of the company’s founding fathers, Edward Asscher was one of the forefathers of this initiative, Royal Asscher requires that all of its diamonds are labeled by the government at the origination point and securely sealed during transportation.

Royal Asscher created their own signature patented cut in 2001, which has 74 facets, that’s 16 more than the traditional cut diamond. The innovation and skill level of Royal Asscher has been passed down from generation to generation. Now on its 4th generation owners the companies still upholds their reputation for excellence.

Royal Asscher Diamonds are not only a favorite amongst royalty; celebrities also covet these specialty pieces from their contemporary line Stars of Africa. Celebrities who love Royal Asscher diamonds include Sofia Vergara, Megan Fox, Kate Bosworth, Emily Blunt and Rachel McAdams.


In 2008 Royal Asscher created the Star of Africa line which guarantees a minimum donation of $50,000 to go to the Diamond Empowerment Fund (D.E.F.) a non-profit international organization founded by Russell Simmons. Donations will sponsor students from Sierra Leone who attend the African Leadership Academy (ALA), founded on the belief that ethical leadership is the key to transforming Africa. Royal Asscher’s revenue from the sale of its Stars of Africa line of fine jewelry aims to establish education, healthcare, and self-sufficiency programs in Africa's diamond-producing areas.

Lita Asscher, the president of Royal Asscher of America, noted that "Our partnership with the Diamond Empowerment Fund will allow us to enrich the African Leadership Academy by providing students with the opportunity to gain an education in areas of leadership and entrepreneurship that will prepare and propel each exceptional mind to support their continent. Giving students the tools to become ethical leaders, Star of Africa will help D.E.F. and the ALA to develop political stability and economic development in diamond-producing countries."

The Stars of Africa collection represents one of the greatest innovations in the jewelry industry- floating diamonds. Diamonds that are encased in a fluid filled sapphire dome move around freely which creates an effect that is utterly mesmerizing. Stars of Africa are available in white, yellow and rose gold. Royal Asscher’s beautiful modern twist on traditional diamond design is helping rebuild Africa, which makes each piece have an underlying beauty as well.


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Kate Bedrick
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