- Joined
- Jun 29, 2008
- Messages
- 10,261
Welcome Mr. Asscher
- Thread starter kenny
- Start date
- Status
- Joined
- Mar 28, 2001
- Messages
- 6,341
Mike Asscher
Rough_Rock
- Joined
- Dec 14, 2005
- Messages
- 10
Dear Rhino,
thank you for your reply. Of course I meant 155. Typo!
Lots of great things happend durig and after we left jonathan about two years ago. our views of the diamond industry was a little different.
I will be more then happy to post our views of the diamond industry for all consumers who are interested in what really makes a difference in diamonds and jewelry.
thank you for your reply. Of course I meant 155. Typo!
Lots of great things happend durig and after we left jonathan about two years ago. our views of the diamond industry was a little different.
I will be more then happy to post our views of the diamond industry for all consumers who are interested in what really makes a difference in diamonds and jewelry.
- Joined
- Jan 7, 2009
- Messages
- 10,403
- Joined
- Mar 28, 2001
- Messages
- 6,341
- Joined
- Apr 30, 2005
- Messages
- 34,585
Mr. Asscher, I have to ask about what must be on people's minds - the elephant in the room - so to speak.
I have always been very frank, forgive me if this is awkward.
Although GIA calls them Square Cut Emeralds, the name Asscher is widely used for diamonds that your company did not cut.
I assume your company has not licensed or benefited from the marketing of these diamonds.
These cuts are all over the map in terms of number of steps, proportions, angles and quality control.
If I were you I would not be pleased.
On one hand it is a tribute to your ancestor's genius, after all imitation IS the most sincere form of flattery.
Still, it is unfortunate that you are not benefiting and that your name is on stones that do not meet your standards.
This reminds me of how Xerox, Kleenex and Jello have slipped from being brands to being names.
I also must confess that I wear one of these so called "generic Asschers".
Had authentic Royal Asschers not been next to impossible to find perhaps I would have fallen in love, robbed three banks instead of just two, and bought one.
I spent so much money, in part, because the Internet made it so easy.
I do hope Royal Asscher diamonds will someday be just a few mouse clicks away.
I have always been very frank, forgive me if this is awkward.
Although GIA calls them Square Cut Emeralds, the name Asscher is widely used for diamonds that your company did not cut.
I assume your company has not licensed or benefited from the marketing of these diamonds.
These cuts are all over the map in terms of number of steps, proportions, angles and quality control.
If I were you I would not be pleased.
On one hand it is a tribute to your ancestor's genius, after all imitation IS the most sincere form of flattery.
Still, it is unfortunate that you are not benefiting and that your name is on stones that do not meet your standards.
This reminds me of how Xerox, Kleenex and Jello have slipped from being brands to being names.
I also must confess that I wear one of these so called "generic Asschers".
Had authentic Royal Asschers not been next to impossible to find perhaps I would have fallen in love, robbed three banks instead of just two, and bought one.
I spent so much money, in part, because the Internet made it so easy.
I do hope Royal Asscher diamonds will someday be just a few mouse clicks away.
bright&shiny
Brilliant_Rock
- Joined
- May 11, 2009
- Messages
- 1,259
Mr. Asscher,
Welcome back -
When I first joined, I was looking for an Asscher cut and did a lot of research on the site and found a few of your comments on the state of the industry and the changes at your family''s company. Your comments helped me greatly in my understanding of, and growing appreciation for the Royal Asscher. It also helped me understand why it was so hard to find a genuine Royal Asscher.
I look forward to hearing about what has transpired and your plans for continuing the lineage of your family''s amazing cut! Interestingly, we found many online vendors with what appeared to be mid-grade Royal Asschers (the cuts were not on exactly symetrical, and clarity was not what I had expected). We wondered if they were ''seconds'' that made their way to market. Are they?
At any rate, I''m still looking for an Asscher. We were unable to find one and selected instead a stunning princess of hearts from Jon at Good Old Gold (he''s fabulous)- it combines the table shape of the Asscher and adds the brilliance and fire of the hearts and arrows. I love it, but have fallen in love with Jon & Karl''s new Asscher cut. Will you be working with them as they roll out this new stone?
I''m sure this exceeds the limit of inquiry, so I''ll stop - but I look forward to hearing from you again!
Welcome back -
When I first joined, I was looking for an Asscher cut and did a lot of research on the site and found a few of your comments on the state of the industry and the changes at your family''s company. Your comments helped me greatly in my understanding of, and growing appreciation for the Royal Asscher. It also helped me understand why it was so hard to find a genuine Royal Asscher.
I look forward to hearing about what has transpired and your plans for continuing the lineage of your family''s amazing cut! Interestingly, we found many online vendors with what appeared to be mid-grade Royal Asschers (the cuts were not on exactly symetrical, and clarity was not what I had expected). We wondered if they were ''seconds'' that made their way to market. Are they?
At any rate, I''m still looking for an Asscher. We were unable to find one and selected instead a stunning princess of hearts from Jon at Good Old Gold (he''s fabulous)- it combines the table shape of the Asscher and adds the brilliance and fire of the hearts and arrows. I love it, but have fallen in love with Jon & Karl''s new Asscher cut. Will you be working with them as they roll out this new stone?
I''m sure this exceeds the limit of inquiry, so I''ll stop - but I look forward to hearing from you again!
Mike Asscher
Rough_Rock
- Joined
- Dec 14, 2005
- Messages
- 10
Dear Kenny,
Lets start with question number 1. and believe me it is absolutely not awkward.
Although GIA calls them Square Cut Emeralds, the name Asscher is widely used for diamonds that your company did not cut.
I assume your company has not licensed or benefited from the marketing of these diamonds.
The GIA calls almost every square step cut diamond either square emerald or square step cut. s for the Royal Asscher cut they call it a: cut cornered square step cut. To be able to give a independent decision of a diamond, also by law, most well know laboratories are not allowed to write a brand name as a description of the diamond cut. The first Asscher cut, designed by my great great grand father in 1902 was one of the first patented diamond cut in the world. At that time a patent was valid for 50 years.
(part of our history) before the second world war we had over 750 polishers working for us in Amsterdam, after the second world war, including some family members we only had 15 people left. So after the patent expired our first and main task was to rebuild our company, which did not include making a new edition of the old Asscher Cut diamond but getting back to normal life.
today everybody who sells a square emerald cut diamond as an Asscher Cut does this because of the success of the Asscher name, and YES today one can use the name Asscher Cut as a description of a diamond shape, however not as a brand name, which is still registered by us. A very difficult situation.
I also must confess that I wear one of these so called "generic Asschers".
Had authentic Royal Asschers not been next to impossible to find perhaps I would have fallen in love, robbed three banks instead of just two, and bought one.
I spent so much money, in part, because the Internet made it so easy.
I do hope Royal Asscher diamonds will someday be just a few mouse clicks away.
I am very glad to hear you did find your perfect stone as this is most important to any consumer. Find yourself the perfect diamond no matter what shape it is as long as it fits your taste, emotion, style and wife or husband of course.
The difference in price, which some people call premium, is actually very easy to explain.
When one produces a perfect rough crystal diamond, this looks like two perfect pyramids on top of each other, for a square emerald cut diamond one would saw the stone right through the middle creating two large single stones. For the Royal Asscher Cut diamond we have to saw the stone on two thirds of the rough crystal. This means we can only create one large stone and one very small stone. The large stone still needs to be able to be worth the total amount of the rough crystal. This makes it that the yield of a Royal Asscher Cut is a lot lower and therefore it has a slightly higher price. specially retail as the jeweler also needs be make his margin. we saw the Royal Asscher cut on two thirds because we need that high crown to be able to create that special light reflection.
the last topic is why it is more difficult to find the Royal Asscher cut.
Since the introduction in 2001, the first 4 to 5 years it was very easy to find a Royal Asscher Cut at a jeweler near you. However our sole distributor went bankrupt in 2006. In the last year of the distribution ship they have damaged our brand quit a lot because they we selling the stone to everybody and our strategy was one of exclusive authorized dealers. Now since 2 years we have se up our own company in NY to handle the distribution for the United states. when we have started our own company we had to start from scratch again as most dealers did not like the way our former distributor worked. We actually had to regain trust in the market.
I hope this explains a bit why it was/is a bit more difficult to find a Royal Asscher Cut in the market. and what the future will bring as for speaking of mouse clicks away........ it''s a matter of time and patience.
Lets start with question number 1. and believe me it is absolutely not awkward.
Although GIA calls them Square Cut Emeralds, the name Asscher is widely used for diamonds that your company did not cut.
I assume your company has not licensed or benefited from the marketing of these diamonds.
The GIA calls almost every square step cut diamond either square emerald or square step cut. s for the Royal Asscher cut they call it a: cut cornered square step cut. To be able to give a independent decision of a diamond, also by law, most well know laboratories are not allowed to write a brand name as a description of the diamond cut. The first Asscher cut, designed by my great great grand father in 1902 was one of the first patented diamond cut in the world. At that time a patent was valid for 50 years.
(part of our history) before the second world war we had over 750 polishers working for us in Amsterdam, after the second world war, including some family members we only had 15 people left. So after the patent expired our first and main task was to rebuild our company, which did not include making a new edition of the old Asscher Cut diamond but getting back to normal life.
today everybody who sells a square emerald cut diamond as an Asscher Cut does this because of the success of the Asscher name, and YES today one can use the name Asscher Cut as a description of a diamond shape, however not as a brand name, which is still registered by us. A very difficult situation.
Our company has not licensed or does not benefit from this fact. I must say looking at some square emerald cuts today I am please not to be linked to these stones. Although some square emerald cuts today do come close to the real thing. if an so called Asscher is close to what it should look like in the old days it is still one of the most beautiful cuts in the world. at least that is my opinion.
I also must confess that I wear one of these so called "generic Asschers".
Had authentic Royal Asschers not been next to impossible to find perhaps I would have fallen in love, robbed three banks instead of just two, and bought one.
I spent so much money, in part, because the Internet made it so easy.
I do hope Royal Asscher diamonds will someday be just a few mouse clicks away.
I am very glad to hear you did find your perfect stone as this is most important to any consumer. Find yourself the perfect diamond no matter what shape it is as long as it fits your taste, emotion, style and wife or husband of course.
The difference in price, which some people call premium, is actually very easy to explain.
When one produces a perfect rough crystal diamond, this looks like two perfect pyramids on top of each other, for a square emerald cut diamond one would saw the stone right through the middle creating two large single stones. For the Royal Asscher Cut diamond we have to saw the stone on two thirds of the rough crystal. This means we can only create one large stone and one very small stone. The large stone still needs to be able to be worth the total amount of the rough crystal. This makes it that the yield of a Royal Asscher Cut is a lot lower and therefore it has a slightly higher price. specially retail as the jeweler also needs be make his margin. we saw the Royal Asscher cut on two thirds because we need that high crown to be able to create that special light reflection.
the last topic is why it is more difficult to find the Royal Asscher cut.
Since the introduction in 2001, the first 4 to 5 years it was very easy to find a Royal Asscher Cut at a jeweler near you. However our sole distributor went bankrupt in 2006. In the last year of the distribution ship they have damaged our brand quit a lot because they we selling the stone to everybody and our strategy was one of exclusive authorized dealers. Now since 2 years we have se up our own company in NY to handle the distribution for the United states. when we have started our own company we had to start from scratch again as most dealers did not like the way our former distributor worked. We actually had to regain trust in the market.
Now that we have established our own company we are working very hard to increase the network of authorized retailers to be able to serve the needs of the end consumer better.
I hope this explains a bit why it was/is a bit more difficult to find a Royal Asscher Cut in the market. and what the future will bring as for speaking of mouse clicks away........ it''s a matter of time and patience.
- Joined
- Apr 30, 2005
- Messages
- 34,585
Mr. Asscher thank you so much for answering these questions.
Once again I feel ill reflecting on the horrors of WWII that affected your family and business so.
I wish you and Royal Asscher all the success in the world.
Every pic I have seen of a Royal Asscher has just blown me away.
I hope to see one live some day and maybe even own one. (There are lots of banks around here.)
It's an honor to converse with the keeper of such a rich legacy.
Once again I feel ill reflecting on the horrors of WWII that affected your family and business so.
I wish you and Royal Asscher all the success in the world.
Every pic I have seen of a Royal Asscher has just blown me away.
I hope to see one live some day and maybe even own one. (There are lots of banks around here.)
It's an honor to converse with the keeper of such a rich legacy.
Mike Asscher
Rough_Rock
- Joined
- Dec 14, 2005
- Messages
- 10
Dear Bright&shiny
To answer you questions:
I look forward to hearing about what has transpired and your plans for continuing the lineage of your family''s amazing cut! Interestingly, we found many online vendors with what appeared to be mid-grade Royal Asschers (the cuts were not on exactly symetrical, and clarity was not what I had expected). We wondered if they were ''seconds'' that made their way to market. Are they?
The Royal Asscher Cut is cut to perfection. We have not and will never market mid grade Royal Asscher Cuts. We believe in creating beauty. This means that vendors who say they sell Royal Asscher Cuts which appear as mid grade.... are not true Royal Asscher Cuts but square emrald cuts or so called"Asscher Cuts"
We have never and will absolutly not market second grade Royal Asscher Cuts as we believe the USP of a Royal Asscher Cut is it''s beauty. All Royal Asscher Cuts are cut to perfection. Of course, due to the rough crystals, there will be a slight difference in poportions of the diamond. Why? every diamond is product which comes from mother nature and therefore might need a slight change in angle( tenth of degrees) or percentages of crown, table and pavilion. We do this only to bring out the best possible look for a Royal Asscher Cut. Every Royal Asscher Cut is graded one of the family memebers of the Royal Asscher comapny before it leaves the factory to get a certificate of an independant laboratory.
When one looks fo a Royal Asscher Cut one always has to make sure it comes with two certificates, on of an independant laboratory and an Royal Asscher certificate of Authenticity of our comapany, this is the only way to be absolutely sure it is a true Royal Asscher Cut. All others are square emerald cuts or so calle Asscher Cuts.
At any rate, I''m still looking for an Asscher. We were unable to find one and selected instead a stunning princess of hearts from Jon at Good Old Gold (he''s fabulous)- it combines the table shape of the Asscher and adds the brilliance and fire of the hearts and arrows. I love it, but have fallen in love with Jon & Karl''s new Asscher cut. Will you be working with them as they roll out this new stone?
No we are sorry but we will no be working with them to roll out there new design of a square emerald cut.
I hope thius answers your questions, but feel free to ask any questions you come up with.
Kindest personal regards,
To answer you questions:
I look forward to hearing about what has transpired and your plans for continuing the lineage of your family''s amazing cut! Interestingly, we found many online vendors with what appeared to be mid-grade Royal Asschers (the cuts were not on exactly symetrical, and clarity was not what I had expected). We wondered if they were ''seconds'' that made their way to market. Are they?
The Royal Asscher Cut is cut to perfection. We have not and will never market mid grade Royal Asscher Cuts. We believe in creating beauty. This means that vendors who say they sell Royal Asscher Cuts which appear as mid grade.... are not true Royal Asscher Cuts but square emrald cuts or so called"Asscher Cuts"
We have never and will absolutly not market second grade Royal Asscher Cuts as we believe the USP of a Royal Asscher Cut is it''s beauty. All Royal Asscher Cuts are cut to perfection. Of course, due to the rough crystals, there will be a slight difference in poportions of the diamond. Why? every diamond is product which comes from mother nature and therefore might need a slight change in angle( tenth of degrees) or percentages of crown, table and pavilion. We do this only to bring out the best possible look for a Royal Asscher Cut. Every Royal Asscher Cut is graded one of the family memebers of the Royal Asscher comapny before it leaves the factory to get a certificate of an independant laboratory.
When one looks fo a Royal Asscher Cut one always has to make sure it comes with two certificates, on of an independant laboratory and an Royal Asscher certificate of Authenticity of our comapany, this is the only way to be absolutely sure it is a true Royal Asscher Cut. All others are square emerald cuts or so calle Asscher Cuts.
At any rate, I''m still looking for an Asscher. We were unable to find one and selected instead a stunning princess of hearts from Jon at Good Old Gold (he''s fabulous)- it combines the table shape of the Asscher and adds the brilliance and fire of the hearts and arrows. I love it, but have fallen in love with Jon & Karl''s new Asscher cut. Will you be working with them as they roll out this new stone?
No we are sorry but we will no be working with them to roll out there new design of a square emerald cut.
I hope thius answers your questions, but feel free to ask any questions you come up with.
Kindest personal regards,
- Status
The Ultimate Guide to Men’s Wedding Bands: Metals, Fit & Finish
The Ultimate Guide to Men’s Wedding Bands: Metals, Fit & Finish - 06/27
Chipped Diamonds: Causes, Risks, and What You Should Do About It
Chipped Diamonds: Causes, Risks, and What You Should Do About It - 06/27
300x240.png)