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It’s the Dutch diamond company’s first Amsterdam boutique.
Members of the Asscher family along with members of the Martens family, which owns Schaap en Citroen, fete the opening of the Royal Asscher store in Amsterdam with a ribbon cutting ceremony.
Amsterdam—Royal Asscher diamonds and jewelry are carried at retailers around the world, but its latest retail venture hits a little closer to home.
The Dutch family-owned company has opened its first Amsterdam boutique in the city’s premium shopping area, PC Hooftstraat 142, in partnership with jewelry and watch retailer Schaap en Citroen.
The boutique encompasses two floors displaying Royal Asscher diamond jewelry collections that feature the company’s signature patented Royal Asscher Cut and Royal Asscher Brilliant.
Earlier this month, Edward, Lita and Mike Asscher joined the Martens family, owners of Schaap en Citroen, for a ribbon-cutting ceremony to fete the store before it opened to the public.
“Royal Asscher has always played an important role in setting the Amsterdam diamond industry on the world stage,” Vice President Mike Asscher said. “We are proudly Dutch. It is another milestone in our 164-year history to be able to open a retail experience in Amsterdam, the original ‘City of Diamonds.’
“Over the last couple of years our collections have grown; being able to deliver our entire collection in our home market, where our roots are, is important to us as a family. We feel very privileged to have worked with Schaap en Citroen to create a space in Amsterdam where customers can immerse themselves in our legacy and interact with our collections in one beautiful location.”
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