Royal Asscher Exclusive Collection For MTV RE:DEFINE to be Auctioned at VIP Gala Benefitting the MTV Staying Alive Foundation

Sixth generation diamantaire Lita Asscher and art specialist Anna-Sophia van Zweden have come together, combining their biggest loves, to create a unique, limited edition collection exclusively for MTV RE:DEFINE. The one-of-a-kind collection will be auctioned at The MTV Staying Alive Foundation’s Aids Benefit Art Exhibition and Auction, RE:DEFINE, presented by the Goss-Michael Foundation in Dallas, on September 22nd from 7pm -12am.

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Royal Asscher, MTV RE:DEFINE, floating diamonds, Stars of Africa

Royal Asscher for MTV RE:DEFINE Collection

Lita Asscher, President of Royal Asscher of America and 6th generation of her family to enter the business comments, “Throughout the years, it has remained incredibly important to us as a family and as a company to support causes aiming to make a positive

New York, NY (PRWEB) September 21, 2012

Sixth generation diamantaire Lita Asscher and art specialist Anna-Sophia van Zweden have come together, combining their biggest loves, to create a unique, limited edition collection exclusively for MTV RE:DEFINE. The one-of-a-kind collection will be auctioned at The MTV Staying Alive Foundation’s Aids Benefit Art Exhibition and Auction, RE:DEFINE, presented by the Goss-Michael Foundation in Dallas, on September 22nd from 7pm -12am.

The collection’s inspiration was drawn from beautiful and famous works of art combined with Royal Asscher’s patented jewelry innovation, Stars of Africa. The jewelry consists of diamonds, sapphires and rubies encased in a fluid-filled sapphire dome, which allows them to fall freely, like snowflakes in a snow globe. The result is cascading diamonds which emit light, fire and beauty as they move, like falling stars; the effect coupled with the gorgeous colors inspired by the works of art is truly mesmerizing!

Last year, the sold-out VIP event raised over $700,000 for the charity with original works of art from 30 prominent international artists including Damien Hirst. This year, the silent auction will feature an exclusive selection of bespoke luxury packages including a VIP package to the launch of Stella McCartney’s new collection in New York, unique jewelry by Royal Asscher and a private concert orchestrated by Musical America’s “Conductor of the Year 2012,” Jaap van Zweden.

Prior to the high-profile event, Lita Asscher and Anna-Sophia van Zweden will host a private, exclusive viewing of the Royal Asscher for MTV RE:DEFINE collection alongside Royal Asscher’s complete Stars of Africa floating diamonds at The Joule Hotel on Friday, the 21st from 5:30-8pm. Guests will have the opportunity to take a first-glimpse at these truly stunning pieces and purchase their favorite design. RSVP: nicole(at)royalasscher(dot)com

Lita Asscher, President of Royal Asscher of America and 6th generation of her family to enter the business comments, “Throughout the years, it has remained incredibly important to us as a family and as a company to support causes aiming to make a positive difference in the world. MTV’s Staying Alive Foundation is an excellent organization working to change the lives of millions and we are honored to use our passion for jewelry and art to help them continue this important work.”

For more information on Royal Asscher, visit http://www.royalasscher.com.
For ticket enquiries please email mtvredefine(at)gossmichaelfoundation(dot)org

Editors notes:

CONTACT
Contact details for PR support:
Nicole Porto
Nicole(at)royalasscher(dot)com
Tel: +1 212 922 1908

IMAGES
High res available upon request

1. Claude Monet, Water Lillies Retail value $ 3500
Floating white diamonds and pink and blue sapphires on an 18kt white gold setting and white ceramic ring
2. Yves Klein, Blue: Retail value $ 3800
Floating white diamonds and two shades of blue sapphires on an 18kt yellow gold setting with diamonds and white ceramic ring
3. Yves Klein, Yellow: Retail value $ 3500
Floating white diamonds and two shades of yellow sapphires on an 18kt yellow gold setting and black ceramic ring.
4. Mark Rothko: Retail value $ 4250
Floating white diamonds and red rubies on an 18kt yellow gold setting and black ceramic ring.
5. Damien Hirst / Darth Vader:
a. Floating black diamonds on an 18kt white gold setting with black diamonds and black ceramic ring. Retail value $ 3800
b. Floating black diamonds on an 18kt white gold setting with black diamonds and black ceramic pendant on a gold chain. Retail value $ 4250
6. Philip Guston:
a. Floating white diamonds, rubies and pink sapphires on an 18kt rose gold setting and white ceramic ring. Retail value $ 3800
b. Floating white diamonds, rubies and pink sapphires on an 18kt rose gold setting and white ceramic pendant on a gold chain. Retail value $ 4250

ABOUT ROYAL ASSCHER DIAMONDS
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. It is based on their original Asscher cut dated 1902. 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.
The Stars of Africa collection (comprised of rings, earrings, pendants and cufflinks) consists of diamonds encased within fluid-filled sapphire domes, allowing the diamonds to float freely like
snowflakes in a snow globe. The result is cascading diamonds that emit light, fire and beauty, creating a truly mesmerizing effect.
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, Carrie Underwood, Emily Blunt and Rachel McAdams.

PHILANTROPHY
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. For more information on the Stars of Africa collection please visit: http://www.royalasscher.com/starsofafrica/

WEBSITES Royal Asscher of America: http://www.royalasscher.com

ABOUT MTV INTERNATIONAL’S STAYING ALIVE FOUNDATION
The MTV Staying Alive Foundation is a global grant-giving and content-producing public charity operating in affiliation with MTV Networks International.
In 1998, MTV launched the Staying Alive TV series, which grew to be the world’s largest multimedia HIV prevention and awareness campaign for young people, including documentaries, dramas, public service announcements, websites, events and forums.
Created in 2004, the MTV Staying Alive Foundation expanded the initiative in to a charitable, grant-giving organization to support youth-led initiatives committed to stopping the spread of HIV in local communities.
To date, the Foundation has awarded 304 grants in 61 countries across the world, distributing over $3 million. The MTV Staying Alive Foundation is dedicated to fighting stigma and discrimination and empowering young people to protect themselves against the disease. The MTV Staying Alive Foundation is registered as a UK charity and as a 501c3 charitable organization in the US.

For more information visit http://stayingalivefoundation.org


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