The History of Royal Asscher

1854
Joseph Isaac Asscher, already a famed artisan in the diamond industry, establishes the I.J Asscher
diamond company, named for his son Isaac Joseph Asscher.

Isaac Joseph enters the diamond industry and in turn he passes down his expertise to his two sons, Joseph and Abraham, who become two of the 20th century’s most prodigious diamond experts. The company is known as the Asscher Diamond Company.

1902
Joseph Asscher, upholds his Father’s reputation for skill, innovation and excellence and designs the original
Asscher Cut. This emblematic cut is instantly internationally desirable; the company subsequently patents the design.

1903
Abraham Asscher, Joseph’s brother, is charged with cleaving the Excelsior diamond. At 997 carats, it is the
largest diamond ever found. The Excelsior requires expert handling; inclusions within the rough diamond prevent it from being polished as a single stone. It is thus carved into ten diamonds which are primarily sold to anonymous purchasers. Eventually Tiffany & Co. bought three stones of the Excelsior diamonds

1907
The Cullinan diamond is discovered. At 3,106 carats it is a legendary find, which achieves instant notoriety
across the globe. The diamond is presented to Great Britain’s King Edward VII, and he invites the Asscher
brothers to London to discuss cleaving the diamond. It is decided that Joseph Asscher will cut the Cullinan
into three parts, necessary because of inclusions within the rough diamond.

1908
On a cold February day a notable audience gathers to watch Joseph Asscher cleave the natural wonder.
He needs to hit the Cullinan in exactly the right place… he strikes the diamond, but the blade breaks,
not the stone. He dismisses all present and remarks that the largest diamond ever found seems to require
significantly larger tools!

The following week, armed with new tools Joseph Asscher resumes his work, allowing nobody but the notary
public in the room. Although later, urban legend recounts that Joseph Asscher faints after striking the Cullinan diamond with a tremendous blow, in truth he remains entirely focused, demonstrating
unprecedented expert force as he hits the Cullinan in exactly the right place, the stone is cleft according
to his original calculations. He pauses, crouches to examine his work, then rushes into the next room and
lets out a relieved cheer; the champagne corks pop. Later, the Cullinan diamonds are polished, ready to take
pride of place in Great Britain’s Crown Jewels.

World War II
The Nazis enter the Asscher Diamond Company’s Amsterdam headquarters and seize the company’s diamonds.
The Asscher family is deported from the Netherlands and interned in concentration camps, along with nearly all
of their polishers.

1945 The war ends, but only ten Asscher family members, and fifteen of the five hundred polishers survive.
There is no company to return to. Although it was once the World’s diamond polishing capital, the Amsterdam
diamond industry is all but destroyed.

1946 Joop and Louis Asscher are invited to utilize their expertise and start a new company in New York. But Amsterdam was their home, so they remained, and began to rebuild the Asscher Diamond Company,
determined to restore the company to its former glory.

1980
Welcome to the Royal class… Her Majesty Queen Juliana of Holland grants the Asscher Diamond Company
a royal title in tribute to both the company and family’s leading, century-old role in the diamond industry.
The Asscher Diamond Company, proudly receives the Royal title and becomes the Royal Asscher Diamond
Company.

1999
Edward and Joop Asscher, Louis Asscher’s sons, continue the family legacy and begin researching
the possibility of enhancing Joseph Asscher’s original Asscher Cut, they work tirelessly, absorbed in their
family’s time honored passion for diamonds.

2001
Almost 100 years after Joseph Asscher patented the original Asscher Cut, Edward and Joop
introduce the Royal Asscher Cut, the design is protected by an international patent, so the Royal Asscher Cut’s
beauty can not be imitated.

2008
154 years of heritage in motion… the fifth and sixth generation of the Asscher family are at the helm of an international company, the reigning president is Edward Asscher, co-creator of the Royal Asscher Cut,
his daughter Lita is President of Royal Asscher of America, his son Mike is in charge of the Far East business.
The Asscher’s inherent love of diamonds and reputation for excellence shows no sign of ceasing in the
21st century.

Royal Asscher is still proudly headquartered in its original 1854 Amsterdam home.