Blue Nile Partners With Royal Asscher to Sharpen Focus on Natural Diamonds

By Karen Dybis | October 06, 2026

On Oct. 6, Signet announced Blue Nile’s partnership with Royal Asscher, making the e-tailer the exclusive licensed North American retailer for the historic diamond house. It also is the only retailer to offer Curated by the Asscher Family, a special diamond assortment selected by the Asscher family. And Blue Nile will build collections with the family’s patented diamond cuts to sell online and in its stores.

In the months to come, Blue Nile’s 23 showrooms will receive a refresh reflecting this new partnership. The showrooms will include the ready-to-buy collection pieces stocked in-store along with room for events, Signet’s chief financial and operating officer Joan Hilson tells JCK.

The first Blue Nile x Royal Asscher collection, Six by Royal Asscher, is now available online and in stores. It uses the family’s patented diamond cuts—Asscher, oval, brilliant, cushion, pear, and emerald—for 14 jewelry pieces with center stones ranging from 1 to 5 carats. Prices range from $8,600 for a pendant to $9,700 for a ring to $49,000 for a round brilliant diamond necklace.

Royal Asscher BN — *Blue Nile will exclusively carry Six by Royal Asscher, a new collection of 14k gold and diamond pieces including the Royal Asscher round brilliant pavé ring ($10,600).*

This first collection’s name pays homage to the six generations of Asscher craftsmanship, Blue Nile’s new CEO Pam Cloud says. She adds that she is looking forward to building additional collections.

“I see so much opportunity here. I see a brand that is known for diamonds and is a trusted authority in the market,” Cloud says. “This partnership with Royal Asscher marries their family legacy, their 170 years in diamond-cutting, and the beauty of a diamond.”

While diamond consumers may be familiar with the Asscher name as a diamond cut, they may not know the family, Cloud says. That also will be part of the fun as Blue Nile tells their story to new generations of shoppers through in-person events and throughout its advertising.

Blue Nile has expanded its branding and storytelling as part of Signet’s larger Grow Brand Love strategy. While Blue Nile sells lab-grown diamonds and gemstones as part of its offerings through the James Allen transition, Signet decided it would “level up” Blue Nile to focus on natural diamonds and distinguish it from Signet’s other brands, Hilson says.

Its first big move in 2026 came in May when Signet announced it had acquired The Clear Cut, adding its cofounders, Olivia Landau and Kyle Simon, as leaders within the new organization. This added a digital concierge service to Blue Nile through The Clear Cut’s proprietary technology including Gem by the Clear Cut and the Eunice AI platform. They also offer bespoke support throughout the diamond-buying journey.

Its second big move was to bring on Cloud in August. Cloud has retail experience from her decades at Tiffany & Co., as well as from designing collections for her own jewelry brand, Roseate. Now, Blue Nile’s third leg of its rebranding and refocusing on natural diamonds is the Royal Asscher partnership.

“We started talking with [Royal Asscher] many months ago as we were defining the Blue Nile brand and repositioning it under the Grow Brand Love strategy,” Hilson says. “We knew that we needed to elevate the brand, and we knew a focus on natural diamonds was important to its positioning and important overall to the industry.”

The Blue Nile customer also is digitally savvy, more diverse, and comfortable working virtually, so The Clear Cut addresses that need. Add in the Asscher family’s legacy, history, and integrity, and there is a clear and confident approach here, Hilson says.

“We feel like we’re really pulling the whole story together for this brand within the [Signet] portfolio,” Hilson says.

To market the partnership, Blue Nile will focus its storytelling on the Asscher family and a Royal Asscher’s Cut for Beauty campaign. The aim is to expand Blue Nile’s natural diamond education efforts beyond the traditional Four Cs, helping its clients select the perfect diamond.

Royal Asscher is led by Lita and Mike Asscher, the sixth generation of the Asscher family. In 1902, Joseph Asscher designed the original Asscher Cut, a diamond design that has since become recognized around the world. “More than a century later, our responsibility is not simply to preserve that heritage, but to keep innovating,” Lita Asscher said in a statement.

Top: Signet Jewelers’ Blue Nile announced its partnership with Royal Asscher, including a new collection with the storied diamond family, on Oct. 6. (Photos courtesy of Blue Nile)