By Michelle Graff
michelle.graff@nationaljeweler.com
The new Royal Asscher diamond engagement ring collection for Helzberg features both the signature Royal Asscher Cut as well as the new Royal Asscher Brilliant Cut, which was unveiled at JCK Las Vegas earlier this year.
Amsterdam--Royal Asscher and Helzberg Diamonds have announced a partnership in the United States, with the retailer carrying the Royal Asscher Helzberg Diamonds collection in 40 of its stores and online.

The new Royal Asscher diamond engagement ring collection for Helzberg features both the signature Royal Asscher Cut as well as the new Royal Asscher Brilliant Cut, which was unveiled at JCK Las Vegas earlier this year.Designed especially for Helzberg, the new diamond engagement collection features the signature Royal Asscher Cut as well as the new Royal Asscher Brilliant Cut that debuted at the 2015 JCK Las Vegas show. Both are inspired by the famed 3,106-carat Cullinan diamond, which the Asscher family cut long ago.

The line carries the signature Royal Asscher crown in each ring and was designed by Lita Asscher, president of Royal Asscher of America. Bands in the collection range from $800 to $4,699 at retail, while diamond engagement rings range from $4,499 to $12,999.

The initial collection has 24 pieces per store, half of which is Royal Asscher Cut and half of which is Royal Asscher round brilliant-cut diamond engagement rings and wedding bands, Asscher said.

The two companies held a launch event at a Helzberg store in Kansas City in late September, which also kicked off a three-week U.S. sales promotion tour. 

Since the launch of the Royal Asscher brand at Helzberg Diamonds, it is said that “sales have surged," which will lead Royal Asscher to develop more product on the bridal side as well as introduce a fashion collection.

They also are aiming to identify strategic partnerships with independent retailers for 2016, for which they have been creating a different line with a higher level of diamond color and clarity, Asscher told National Jeweler.





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