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The original Ashoka diamond came to life hundreds of years ago as a breathtaking 41.37 carat D Flawless gem. Over the centuries this mystical, flawless diamond, said to have the ability to banish sorrow, has shared its remarkable power and beauty with monarchs, movie stars and captains of industry.

William Goldberg was more than merely dazzled by the original Ashoka diamond. He was inspired by it. He studied its every facet. The elegant, elongated shape and precisely rounded corners. The way it captured the light, then transformed and released it with incredible energy. Ultimately, it served as inspiration for a cut so unique and distinctive, it was granted its very own patent.

Diamond Rings

It takes a special piece of rough to become an ashoka® diamond. Fewer than one percent measure up to the exacting standards. The rough must be larger and longer than most. The cut has to be precise and true to the qualities of the stone. The polish must meet unparalleled standards of excellence. Every ASHOKA® diamond is cut by one of William Goldberg’s master cutters, guaranteeing its quality, brilliance and rarity.

There is only one ASHOKA® diamond. First introduced by William Goldberg in 1999, the United States Patent and Trademark Office has recognized its distinctiveness by issuing a federal trademark registration covering the configuration of the stone. It is exclusive. It is extraordinary. And it cannot be duplicated. The Diamond of Legend®.

 Davidson Cut-cut

FireCushion® Diamonds

FireCushion® Diamonds

Undeniable beauty. Extraordinary brilliance. Those are a few ways you can explain a FireCushion® diamond. But, nothing compares to seeing it in person. What makes a FireCushion® Diamond different from all other Cushion cut diamonds in the world? It is cut for maximum brilliance. In fact, if you compare a FireCushion® side by side to an ordinary Cushion, its brilliance is unquestionable, even to the naked eye.

Every FireCushion® diamond is responsibly sourced and engraved with the FireMark® logo for authenticity. It is a diamond she will covet forever.

FireCushion® Diamonds

The Cut

The Finest Cushion Cut Diamond in the World.

The  Gemological Institute of America (GIA), has classified the FireCushion® Diamond as an EX EX Cushion Brilliant. Only 1 out of every 1,000 cushion cut diamonds in the world have this classification, making it extremely rare.

The Cut

This proprietary and patented cut is 15% larger when compared side by side with a cushion cut diamond of comparable weight. Because of the way it is cut, it is also typically 15% lighter, than a typical cushion of the same dimensions.


FirePrincess® Diamonds

Unmatched perfection. In two simple words we can explain the difference in a FirePrincess® diamond and an ordinary Princess diamond. When you look at a FirePrincess® diamond, you will see brilliance and radiance erupting in a blaze of color. It is truly magical. A side by side comparison to any other Princess will provide one conclusion and only one conclusion: If you’re looking for a Princess diamond, there is nothing more scintillating than a FirePrincess® diamond. It is unmatched perfection in every way.

Every FirePrincess® diamond is responsibly sourced and engraved with the FireMark® logo for authenticity. A Princess diamond suitable for your princess.

FirePrincess® Diamonds

A Revolutionary and Patented Princess Cut

The FirePrincess ® diamond is the most perfectly cut princess diamond there is. It has been deemed so by the world’s most foremost diamond authority, the  Gemological Institute of America (GIA). It is so brilliant, it rivals any Ideal Round diamond.

A Revolutionary and Patented Princess Cut.

You can clearly see the difference between an ordinary Princess diamond and our FirePrincess® diamond. A FirePrincess® diamond is also 10% larger than a typical Princess of the exact carat weight. But, what makes a FirePrincess® diamond so extraordinary is the way it is cut. Out of the 4Cs, it is the cut that is the most important! A FirePrincess® diamond has an unprecedented 98% light return, which gives it unmatched brilliance. A typical Princess cut diamond has an 80% light return.

Engagement Ring

Hearts on Fire


The beauty of a diamond is best unleashed through its cut. That's why we perfected ours. At Hearts On Fire, we source the most pristine diamonds on earth and cut them for extraordinary sparkle. The result? Rare, beautiful diamonds whose brilliance is matched only by the women who wear them.


We hand select only high-quality, transparent, and knot-free natural diamond crystals. Diamonds that meet these rigorous standards are rare. So rare that only 1/10 of 1% of the world’s rough diamond crystals can become a Hearts On Fire diamond.


A blend of art and science, the Hearts On Fire cut was designed to let in as much light as possible for an exceptional sparkle that’s impossible to miss. Our proprietary cutting formula highlights a diamond’s physical properties—like the way it reflects and refracts light—and emphasizes its inherent beauty with precise angles that show it off to its most magnificent effect.


Our diamonds are guaranteed conflict-free, from point of origin to final piece. We travel to the ends of the earth to find the most beautiful diamonds on the market, and we source them responsibly and ethically from South Africa, Botswana, Namibia, Angola, Russia, and Canada. Our diamonds are 100% in compliance with the Kimberley Process.

The Kwiat Cushion


The cushion cut—a romantic, pillow-shaped stone—was first developed in the eighteenth century. Throughout the years, the cushion has been evolved and refined with more facets to create “modified cushion-cut brilliants.” Most of them don’t meet our strict criteria for quality and beauty. So we decided to create our own.


With an elegant, elongated silhouette, perfect outline, beveled edges, and rounded corners, the Kwiat Cushion is a true brilliant cut with more sparkle and fire — and without the “crushed ice” look of a modified cut. And, unlike most cushions, it looks bigger than a round brilliant diamond of the same weight.



Royal Asscher Diamond Buying Guide

We Cut for Beauty

Since 1854, the Asscher family and their house of diamonds, Royal Asscher, have remained true to a passion to cut for beauty.

It's a legacy that saw us entrusted with some of the world's most important and regal diamonds. From the original Asscher Cut designed in 1902, to our four patented diamond cuts today: The Royal Asscher® Cut, the Royal Asscher® Oval, the Royal Asscher Cushion® and the Royal Asscher® Brilliant inimitable, rare and exclusive to the house.

If you haven't yet, this is the perfect moment to get acquainted with the creators of the most celebrated diamonds in the world.

At the heart of all we do is a legacy of love for diamonds


Each Asscher generation has taken our family trade and perfected it with new technology, innovation and creative touches that make our diamonds the ultimate expression of a diamond’s beauty. This is why we have been entrusted with the world’s most valuable diamonds, from the Excelsior, when it was discovered in 1893, to the Cullinan diamond — the largest diamond ever found — that we famously shaped for King Edward VII and Great Britain's Crown Jewels.

Today, each of our four signature cuts speaks to our legacy, each one carved with 74 facets, a nod to faceting pattern of the Crown Jewels, cut to maximize their expression of light. Above all else, our signature cuts are a testament to our constant quest to explore and deliver the ultimate beauty of every single diamond that we touch, scientifically designed and artfully crafted to share this magic with those who love diamonds as much as we do.

It started in 1902, when Joseph Asscher perfected the geometrical lines and faceting pattern of a steep, square cut diamond to make the Original Asscher Cut. He patented the diamond, which became wildly popular during the 1920s and 30s, a diamond representation of the Art Deco aesthetic.

The patent expired during the height of World War II—making it impossible for us to renew. As a result, any diamond cutter could now cut the Asscher style. It didn’t make it any less special. Instead, an Asscher Cut diamond became synonymous with the ravishing, steep cut diamond of the Cullinan II of the Imperial State Crown, and later the Krupp diamond—that Richard Burton famously gifted Elizabeth Taylor. As the ultimate connoisseur of fine diamonds, Elizabeth Taylor perfectly encapsulated both our history and legacy when she wrote:

“This remarkable stone is called the Krupp diamond because it had been owned by Vera Krupp, of the famous munitions family that helped knock off millions of Jews. When it came up for auction in the late 1960s, I thought how perfect it would be if a nice Jewish girl like me were to own it. In truth, though, there's nothing funny about the Krupp. When I look into it, the deep Asscher cuts-which are so complete and ravishing-are like steps that lead into eternity and beyond. With its sparks of red and white and blue and purple, and on and on, really, it sort of hums with its own beatific life. To me, the Krupp says, 'I want to share my chemistry-my magic-with you."

Today, the Original Asscher Cut is the foundation of our four patented signature cuts, the Royal Asscher® Cut, the Royal Asscher® Oval Cut, the Royal Asscher® Brilliant Cut and the Royal Asscher® Cushion Cut. The Royal Asscher trademark is a registered trademark and our diamond cuts are protected by a patent and design registrations.