RAPAPORT... Royal Asscher, renowned for cutting some of the world’s most celebrated diamonds, plans to open its largest, flagship store in the Ginza district of Tokyo in late November, the jeweler announced.
The new two-story branch will feature the diamond store’s current and traditional bridaI collections, and a VIP and high jewelry fIoor, the company said.
As well as its retail offerings, the store will showcase a museum-styIe “experience zone” displaying artifacts from the Amsterdam-based diamond company, including the original tools it used to cut the Cullinan diamond in 1908. The two largest stones cut from the Cullinan, called Cullinan I and Cullinan 2, can be found among Britain’s crown jewels.
Coinciding with the store opening, RoyaI Asscher will celebrate its Dutch heritage with a limited-edition jewelry collection, inspired by Dutch architecture and set with rare, natural orange diamonds, the national color of the Netherlands.
Japan is a mature market that demands high-quality diamonds and fine jewelry by brands with a history, said Royal Asscher vice president Mike Asscher. “As customers seek more brand experiences and interactions we are looking at new ways to bring our heritage and history to life for them to enjoy,” he explained.
The new flagship store continues Royal Asscher’s growth in Asia, adding to another store in Tokyo and branches in Beijing and Tianjin.
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