Signet Repositions Blue Nile with Royal Asscher Deal
October 07, 26
(IDEX Online) - Signet Jewelers has announced an exclusive North American partnership between Royal Asscher and Blue Nile, which it is repositioning from an online diamond retailer to a luxury jewelry brand.
Royal Asscher, the Amsterdam-based, family-run diamond house founded in 1854, is a name synonymous with the iconic the 3,106-carat Cullinan, as well as the Asscher Cut.
Blue Nile becomes the exclusive licensed North American retailer for Royal Asscher diamonds and jewelry and the only retailer to offer the Curated by the Asscher Family selection of diamonds.
The first Blue Nile and Royal Asscher collection, SIX by Royal Asscher, that uses six patented Asscher family cuts, comprises 14 pieces. Prices start at $9,700 for a ring featuring a 1.04-carat H VS1 center diamond, up to $49,000 for a round brilliant diamond necklace featuring a 2.01-carat G VS1 center diamond.
The partnership is the latest and most significant step in Signet's strategy to elevate Blue Nile to the top of its brand portfolio, followed by Diamonds Direct and Jared, with Kay and Zales positioned in the mid-market.
It does not mean, however, that Blue Nile will stop selling lab growns.
Pic, courtesy Blue Nile, shows pieces from SIX by Royal Asscher.