WatchesJun 09, 2021
Rolex Releases BBC Studios-Produced Documentary SourcingJun 10, 2021
Pearl Pioneer Salvador Assael Is ‘Revealed’ in New Short Film
The mini documentary dives into the life and legacy of the man who created the market for Tahitian pearls.
New York—Pearl seller and fine jewelry brand Assael is giving the public a peek behind the curtain.
The 75-year-old company, which sources fine pearls and coral and sets it in high-end designs, has debuted a new documentary-style short film called “Assael Revealed— The Legendary Legacy of Pearl Pioneer Salvador J. Assael.”
Produced by Emmy Award-winning producer Dean Love and his company, Dean Love Films, the mini documentary explores the legacy of the late Salvador Assael, whom The New York Times dubbed “a titan of the cultured pearl business.”
The film dives into his love affair with fine pearls and the impact of his leadership in the sector. It also reveals the history of the brand through interviews with his wife, including significant milestones and Assael’s vital role in the creation of the Tahitian pearl market.
“My late husband was a legend in the pearl world,” Assael President and CEO Christina Lang Assael said.
“He was the first to bring South Sea Pearls to North America, and he literally started the global Tahitian pearl industry. This long overdue film tells the true story of him as a swashbuckling adventurer with incredible business savvy and an absolute genius for marketing. I am honored to now share his legacy with fellow pearl connoisseurs.”
The larger-than-life man went to “the ends of the Earth” to source pearls, she says in the documentary.
Related stories will be right here …
The 75-year-old company, which sources fine pearls and coral and sets it in high-end designs, has debuted a new documentary-style short film called “Assael Revealed— The Legendary Legacy of Pearl Pioneer Salvador J. Assael.”
Produced by Emmy Award-winning producer Dean Love and his company, Dean Love Films, the mini documentary explores the legacy of the late Salvador Assael, whom The New York Times dubbed “a titan of the cultured pearl business.”
The film dives into his love affair with fine pearls and the impact of his leadership in the sector. It also reveals the history of the brand through interviews with his wife, including significant milestones and Assael’s vital role in the creation of the Tahitian pearl market.
“My late husband was a legend in the pearl world,” Assael President and CEO Christina Lang Assael said.
“He was the first to bring South Sea Pearls to North America, and he literally started the global Tahitian pearl industry. This long overdue film tells the true story of him as a swashbuckling adventurer with incredible business savvy and an absolute genius for marketing. I am honored to now share his legacy with fellow pearl connoisseurs.”
The larger-than-life man went to “the ends of the Earth” to source pearls, she says in the documentary.
Assael put South Sea pearls on the map after he was “bowled over” by their beauty and size but was almost single-handedly responsible for the creation of the Tahitian pearl market after being introduced to them in the 1970s.
“He was such a genius. He recognized the value of a natural black pearl. So what did Salvador do? He decided to start cultivating,” she says.
He bought an island, built a landing strip and “created a little world.”
After he had amassed enough black pearls to create the first full Tahitian pearl strand necklace, the story goes that he took it to his friend, Harry Winston, challenging him to sell it.
Winston accepted the challenge, putting the stone in the center of his most important window on Fifth Avenue.
It sold within a week, according to the documentary.
The short film also features appearances by Stellene Volandes, editor-in-chief of Town & Country; award-winning jewelry historian and author Vivienne Becker; and Peggy Grosz, senior vice president of Assael, whom Assael attributes with adding colored gemstones to the brand’s jewels.
Watch the full film above or on YouTube.
“He was such a genius. He recognized the value of a natural black pearl. So what did Salvador do? He decided to start cultivating,” she says.
He bought an island, built a landing strip and “created a little world.”
After he had amassed enough black pearls to create the first full Tahitian pearl strand necklace, the story goes that he took it to his friend, Harry Winston, challenging him to sell it.
Winston accepted the challenge, putting the stone in the center of his most important window on Fifth Avenue.
It sold within a week, according to the documentary.
The short film also features appearances by Stellene Volandes, editor-in-chief of Town & Country; award-winning jewelry historian and author Vivienne Becker; and Peggy Grosz, senior vice president of Assael, whom Assael attributes with adding colored gemstones to the brand’s jewels.
Watch the full film above or on YouTube.
More on Sourcing
The Latest
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
