New AV Asscher?

[Cerulean]

So, I don't know if anyone else saw this on IG, but I for one am VERY excited about this cut, and desperately hope that a PSer buys one so I can live vicariously (for now ).

I am really out of my depth with step cuts - but I would be curious to know how this would differ from an Octavia, or typical asscher.

Any step cut gurus care to chime in? Happy to hear general thoughts on the cut too! My dream is to own an icy 2 carat asscher one day for an RHR!

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[yssie]

Kind of looks like a normal square emerald under the table and an Octavia under the crown... Not my personal cup of tea but I can the appeal...

Curious how AV can call it an “Asscher”... That name is owned by the RA co., unless something has changed..? Is this a collab of some sort?

@Rhino?

 

[lillibear]

Looks yummy to me!

 

[caolsen]

I saw this and for me it’s a case of Hate Hate = Confused. A brilliant and a step cut had a baby. I think I need to see one, like you, to really land where I am on this. But that said the cut is an amazing technical feat.

 

[lovedogs]

In case it helps anyone visualize, This stone is Jon's "version 1" of this cut. I believe only 1 was ever cut as kind of an experiment, and the one he posted on IG is "version 2" that hes officially releasing.

Imho it's like a hybrid of an octavia and a more traditional step cut. I love it.

 

[molecule]

I think I would have to assess in real life. There have been a couple cuts where the facets reflected from under the table have been too large by comparison to those under the crown, which to me seems unbalanced.

 

[Cerulean]

In case it helps anyone visualize, This stone is Jon's "version 1" of this cut. I believe only 1 was ever cut as kind of an experiment, and the one he posted on IG is "version 2" that hes officially releasing.

Imho it's like a hybrid of an octavia and a more traditional step cut. I love it.

Ooooh that is such a cool stone! Thanks for sharing that!

I am pretty smitten too and excited to see more of them get cut!!!

 

[Cerulean]

I think I would have to assess in real life. There have been a couple cuts where the facets reflected from under the table have been too large by comparison to those under the crown, which to me seems unbalanced.

Could totally see the issue with the "imbalance" - I would also be curious to see more of them - will help me establish more than knee-jerk "oooOoooh!" opinion that I hold now

 

[Rhino]

First one completed and is on the way to the lab. Is a 1.74ct and by all appearances looks outstanding and to spec. I'm excited to bring it to market!!!

Primary goal with this was multiple, broader than usual steps that POP.

 

[Cerulean]

First one completed and is on the way to the lab. Is a 1.74ct and by all appearances looks outstanding and to spec. I'm excited to bring it to market!!!

Primary goal with this was multiple, broader than usual steps that POP.

Oh I am so glad you chimed in! Can't wait to see it!

 

[Rhino]

Oh I am so glad you chimed in! Can't wait to see it!

LOL you have no idea. I'm on the edge of my seat awaiting!!! I have a few more surprises too on the way!!!

 

[Rfisher]

In case it helps anyone visualize, This stone is Jon's "version 1" of this cut. I believe only 1 was ever cut as kind of an experiment, and the one he posted on IG is "version 2" that hes officially releasing.

Imho it's like a hybrid of an octavia and a more traditional step cut. I love it.

Do you happen to know if the eBay seller is an individual or trade person?
I haven’t had an active eBay account for years so didn’t search, but am curious if it could be viewed locally - I wouldn’t ask if it were an individual.
Thx!

 

[yssie]

@Rhino Could you elaborate on the name? I asked a question in my earlier post - would be interested to hear more.

 

[lovedogs]

Do you happen to know if the eBay seller is an individual or trade person?
I haven’t had an active eBay account for years so didn’t search, but am curious if it could be viewed locally - I wouldn’t ask if it were an individual.
Thx!

Pretty sure it's an individual.

 

[Rhino]

@Rhino Could you elaborate on the name? I asked a question in my earlier post - would be interested to hear more.

Hi Yssie,

Quite honestly I was not aware of any trademark on the word Asscher. I know there is the Royal Asscher cut that is used exclusively by the Royal Asscher company but it is a commonly used word/term in our trade for square step cuts. Even on our trade search engines (Rapnet, etc.) there is a search for "Asscher" which *definitely does not mean Royal Asscher or even diamonds provided by that company* and has been used for the over 3 decades I've been in this business and using it.

If in any way I am infringing I will of course change the name even if the overwhelming majority of our trade is wrong.

Also of note and FYI there was more than 1 of the first prototype cut. The diamond was/is outstanding and beautiful with awesome optics but IMHO not enough steps under the table, hence a change to the facet design and alteration of the optical design in a take2.

Regards,
Rhino

 

[diamondseeker2006]

I was curious and I do see that James Allen, Blue Nile, Adiamor, and B2C Jewels all have a listing on their search page for "Asschers". It must have become a generic term like kleenex.

 

[Garry H (Cut Nut)]

Trademark Search

tmsearch.uspto.gov

They claim usage since 1900 in USA - it was renewed in 2016

 

[yssie]

@Rhino Thanks for explaining. I remember some hullabaloo some years ago wherein several vendors changed their search terms to “square emerald” to avoid using the name “Asscher”, but if there was political intrigue I didn’t follow it.

I’m not totally sure how to interpret the page you linked @Garry H (Cut Nut)... But it seems like the “Live” at the bottom means it is currently trademarked?

 

[Garry H (Cut Nut)]

I’m not totally sure how to interpret the page you linked @Garry H (Cut Nut)... But it seems like the “Live” at the bottom means it is currently trademarked?

That is a screen shot of the current US tradmark held by the Dutch invetors.
The TESS link did not work - sorry

 

[Rhino]

That is a screen shot of the current US tradmark held by the Dutch invetors.
The TESS link did not work - sorry

So Garry ... is it illegal to use the word Asscher in any description of a square emerald cut? Is Rapnet, Poly, VDB, James Allen, Bluenile etc. all using the word illegally?

 

[Karl_K]

So Garry ... is it illegal to use the word Asscher in any description of a square emerald cut? Is Rapnet, Poly, VDB, James Allen, Bluenile etc. all using the word illegally?

no, it is common usage so the trademark is meaningless.
You can not have a trademark and leave it undefended and unregistered for decades then expect to get an enforceable trademark by re-registering it. You also can not trademark something in common usage in that area of commerce and get an enforceable trademark.

 

[Garry H (Cut Nut)]

no, it is common usage so the trademark is meaningless.
You can not have a trademark and leave it undefended and unregistered for decades then expect to get an enforceable trademark by re-registering it. You also can not trademark something in common usage in that area of commerce and get an enforceable trademark.

I would think twice if I got a cease and desist letter!

 

[lovedogs]

I had no idea that asscher was a trademarked term!

 

[Gussie]

I was curious and I do see that James Allen, Blue Nile, Adiamor, and B2C Jewels all have a listing on their search page for "Asschers". It must have become a generic term like kleenex.

I worked as an intern for Kimberly Clark, the maker of Kleenex. During presentations and meetings we had to use the phrase "Kleenex Brand Facial Tissues" to reinforce the trademark. It seemed silly at the time but KC definitely didn't want to lose that trademark.

 

[ksluice]

It looks like the stone has arrived at DG

Distinctive Gem Inc. on Instagram: "A historic day for a distinctive gem! We just received a very first prototype ideal vintage #Asscher . A special thanks to my amazing cutters who follow my every detail, this diamond is a true success in the histor

269 likes, 40 comments - distinctivegem on May 20, 2021: "A historic day for a distinctive gem! We just received a very first prototype ideal vintage #Asscher . A special thanks to my amazing cutters who follow my every detail, this diamond is a true success in the history of our cuts. We will...

www.instagram.com

 

[bright&shiny]

LOL you have no idea. I'm on the edge of my seat awaiting!!! I have a few more surprises too on the way!!!

Can't wait to see what else is coming - still love my POH you helped us pick

 

[petrock<3]

Can’t wait to see more of this stone! Looks amazing so far!

 

[lovedogs]

Can’t wait to see more of this stone! Looks amazing so far!

It looks like the stone has arrived at DG

Distinctive Gem Inc. on Instagram: "A historic day for a distinctive gem! We just received a very first prototype ideal vintage #Asscher . A special thanks to my amazing cutters who follow my every detail, this diamond is a true success in the histor

269 likes, 40 comments - distinctivegem on May 20, 2021: "A historic day for a distinctive gem! We just received a very first prototype ideal vintage #Asscher . A special thanks to my amazing cutters who follow my every detail, this diamond is a true success in the history of our cuts. We will...

www.instagram.com

It's my stone and I am thrilled that I can finally say that aloud now (I wanted to wait to see pics/videos before announcing it to PS). I posted about it on the MMD forum since it's a lab diamond.

 

[ksluice]

It's my stone and I am thrilled that I can finally say that aloud now (I wanted to wait to see pics/videos before announcing it to PS). I posted about it on the MMD forum since it's a lab diamond.

EEEP. Heading there now.

 

[oncrutchesrightnow]

I worked as an intern for Kimberly Clark, the maker of Kleenex. During presentations and meetings we had to use the phrase "Kleenex Brand Facial Tissues" to reinforce the trademark. It seemed silly at the time but KC definitely didn't want to lose that trademark.

You are the second person I have heard tell that story. Unless by chance you made a mean chicken Caesar salad around 2000. Then hi.