LONDON, ENGLAND - FEBRUARY 11: Pippa Middleton attends the British Heart Foundation: Roll Out The Red Ball at The Savoy Hotel on February 11, 2016 in London, England. (Photo by Ian Gavan/Getty Images)

Diamond retailer 77 Diamonds has seen a 36% increase in online sales enquiries for Asscher-cut diamonds since Pippa Middleton unveiled her engagement ring earlier this week.

Within 24 hours of Pippa Middleton flashing her ring to the public, 77 Diamonds had eight meetings booked in at the company’s Mayfair showroom with customers requesting to see Asscher cut diamonds for their engagement ring.

In response to a spike in demand, 77 Diamonds has now adapted its Minerva and Aphrodite engagement ring styles to incorporate the Asscher cut.


“The Pippa effect is well and truly upon us,” comments 77 Diamonds creative director David Allen. Her centre diamond appears to be a four carat Asscher cut diamond. Given the nature of these step cut stones, the quality is paramount so the stone requires the highest of clarity gradings. A flawless Asscher diamond set in an octagonal halo ring such as this would fetch upwards of £200k.”

He continues: “Pippa’s ring is inspired by the art deco style of the 1920s and 30s which has seen a resurgence since the 2013 film The Great Gatsby for which Tiffany created a sublime art deco collection. The complex and intricate nature of this cut is what makes it uniquely beautiful, making it a fine choice for an engagement ring.”

The new Minerva and Aphrodite Asscher cut rings start at £4800 for a one carat stone.

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Editor, Professional Jeweller