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Royal Asscher, Treliss to Debut 'Brilliant Cut' and 'Seventy Four Collection'

May 7, 2015 3:22 PM   By Jeff Miller
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RAPAPORT... Royal Asscher and Treliss Worldwide will introduce the new patented Royal Asscher® Brilliant Cut at JCK Vegas, honoring the brand’s heritage. Similarly to the Royal Asscher® Cut, the new Brilliant Cut was inspired by the Cullinan diamond and has 74 facets, with both features symbolizing  the visionary master cutting of Joseph Asscher, combined with modern technologies. The company described the Royal Asscher Brilliant Cut as offering "maximum beauty and proven light performance."

In addition, Royal Asscher will be introducing the Royal Asscher® “Seventy Four Collection®”, which will  feature both the Royal Asscher Brilliant Cut and the Royal Asscher Cut.

“The Royal Asscher heritage was built by my great-great-grandfather, who knew what it meant to polish and sell quality diamond jewelry that has meaning, and I am sincerely proud of what my family has built. We feel strongly that it is our duty to ensure and to treat our retail partners like family and provide the consumer, their clients, a unique and exciting 'Royal' experience,” said Lita Asscher, a sixth-generation Asscher.

Nirav Mehta, the president of Treliss Worldwide, said, “The landscape has recently changed -- not only for brands, but for retailers as well. Consumers are more savvy, experienced and crave a personal connection. The uniqueness of the Royal Asscher story and the delivery as to how the brand may be presented to the consumer will bring an unparalleled experience for both the retailer and consumer.” 


Tags: cut, diamonds, Jeff Miller, Jewelry, Manufacturing, marketing, royal asscher
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