EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
SourcingMay 25, 2015
Royal Asscher to debut new cut, campaign at JCK
The family-owned diamond company has a patented round brilliant cut and a new ad campaign starring model Nicola Breytenbach.
The new, patented Royal Asscher Brilliant Cut has 74 facets and was inspired by the Cullinan diamond, a 3,106-carat rough diamond found at the Cullinan mine in South Africa.
New York--Royal Asscher is coming to Las Vegas with a new global advertising campaign and a patent for a round brilliant-cut diamond.
The new patent is for the “Royal Asscher Brilliant Cut,” created with diamond manufacturer Treliss Worldwide.
Inspired by the Cullinan diamond, which is the largest rough diamond ever discovered and was cut by Joseph Asscher, the stone features 74 facets “created to mirror the visionary master cutting of Joseph Asscher combined with modern technologies.”
The new cut will be introduced at JCK Las Vegas via the “Seventy Four” collection, which will not only offer the new Royal Asscher Brilliant Cut but also diamonds with the Royal Asscher cut.
To promote the new Seventy Four collection, the company is rolling out a new global advertising campaign featuring supermodel, actress and philanthropist Nicola Breytenbach, who will be the face of Royal Asscher during market week as well. Breytenbach is a supporter of the Diamond Empowerment Fund, serving as an “Angel Ambassador” for the charity.
Nicola, “reflects the perfect image of our clientele: the new modern princess,” said Royal Asscher America President Lita Asscher.
In addition to the Seventy Four line, the brand’s Star collection and other fine jewelry lines will be included in the campaign, which will appear in ads worldwide.
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