First Amsterdam Boutique Opened by Royal Asscher Diamond Company

The Royal Asscher Diamond Company, together with leading Dutch retailer Schaap Citroen, has opened its first Amsterdam boutique.

The store has two floors dedicated to showcasing the brand’s diamond jewelry collections, featuring Royal Asscher’s signature patented Royal Asscher Cut and Royal Asscher Brilliant alongside their fine diamond jewelry collections.

Royal Asscher Vice President Mike Asscher said: "Royal Asscher has always played an important role in setting the Amsterdam diamond industry on the world stage. We are proudly Dutch. It is another milestone in our 164-year history to be able to open a retail experience in Amsterdam, the original City of Diamonds.

"Over the last couple of years our collections have grown; being able to deliver our entire collection in our home market, where our roots are, is important to us as a family. We feel very privileged to have worked with Schaap Citroen to create a space in Amsterdam where customers can immerse themselves in our legacy and interact with our collections in one beautiful location.”