Royal Asscher (R) and Helzberg Diamonds (R) announce exclusive US partnership

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 Royal Asscher (R) and Helzberg Diamonds (R) announce exclusive US partnershipRoyal Asscher (R) together with Helzberg Diamonds (R) began their exclusive US partnership with the global launch of Royal Asscher (R) Brilliant Cut and the Royal Asscher (R) Helzberg Diamonds (R) collection in 40 selected Helzberg Diamond (R) retail stores and online on helzberg.com

Edward Asscher, 5th generation of the Asscher family and President of Royal Asscher said about the partnership, “Since Helzberg is dedicated to so many values we share: service, integrity, quality and social responsibility, we make a perfect combination that will last many generations to come.”

On September 28, 2015, the launch event was held in Helzberg’s Kansas City store and kicked-off the three-week US sales promotion tour. Lita and Mike Asscher, both 6th generation descendants of the Asscher family, will be introducing the new diamond engagement ring collection in 40 selected Helzberg stores.

Designed for Helzberg Diamonds (R), this new diamond collection features both Royal Asscher’s signature cuts: the Roya; Asscher (R) cut and the recently introduced Royal Asscher (R) Brilliant Cut, which premiered in June 2005 at the JCK jewellery show in Las Vegas.

The collection uniquely carries the Royal Asscher signature crown in each ring and is designed by Lita Asscher. “The most beautiful part of the newly introduced diamond engagement ring collection is that our consumers can now own a piece of Royalty and truly feel like a princess,” said Lita Asscher, President of Royal Asscher of America.

Both diamond cuts are inspired by the Cullinan diamond, world’s largest rough diamond ever found at 3106 carats. The Cullinan diamond was cut with 74 facets and polished by Joseph Asscher (3rd generation) in 1908 by appointment of Great Britain’s King Edward VII.



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