to be much harder for customers to find and purchase. Rounds were ever popular and fancy shapes typically harder to source in beautiful variants. That's because there is no universal cut grading system existing for fancy shapes, whereas round diamond shapes have the ideal category (as best in cut class). Seeking to create a new level of perfection in this class, Royal Asscher as known pioneers of shape undertook research and development and have debuted four cuts which the company states are the shapes ultimate expressions of beauty, each cut has 16 more facets when compared to their generic counterparts. Present The fifth and sixth generations of the Asscher family are at the helm of an international company. Edward Asscher, father works in conjunction with daughter Lita and son Mike. In March 2020, Edward Asscher announced his retirement from the company. With his departure, his daughter Lita Asscher and son Mike Asscher will serve as co-presidents of the firm. The Golden Book The company keeps a ‘Golden Book’ of visitors, who have included Emperor Hirohito of Japan, Queen Elizabeth II of the United Kingdom, and Queen Juliana and Prince Bernhard of the Netherlands. Royal Asscher jewellery is often seen at red-carpet events. Tolstraat 127 Designed by renowned Architect Gerrit Van Arkel the castle like structure of the original Asscher factory is today the jewel of Amsterdam's De Pijp area, Working on the principle of needing ample light for the diamonds to be worked within, the castle-like factory had huge windows and originally featured a police station outside. At one time over 500 diamond polishers worked in the building alongside numerous administrative staff and family. In this grand building where some of the largest and most iconic diamonds in the world were cut and polished. The stature of Tolstraat 127 was so great that the area became known as the Diamantbuurt (Diamond District) with street names such as Diamantstraat (Diamond Street), Robijnstraat (Ruby Street), Saffierstraat (Sapphire Street) and Smaragdstraat (Emerald Street). Around the factory there are beautiful workers' cottages where many of the diamond polishers lived. Now, the area is known as the “Asscher Quarter” with additional street names such as Cullinanplein. While the old factory is now a light-filled luxury apartments complex, the main tower remains Royal Asscher's headquarters to this day. References External links Royal Asscher Diamond website Buildings and structures in Amsterdam Manufacturing companies based in Amsterdam Dutch