Assael

Assael is a New York fine jewellery house specialising in cultured pearls, particularly South Sea and Tahitian pearls. Founded by Salvador J. Assael in the 1950s, it also works with precious coral.

What is Assael?

Assael is a luxury jewellery house based in New York, at Fifth Avenue. It describes itself as North America's leading supplier of luxury cultured pearls and responsibly sourced coral.

History

The company was founded in the 1950s by Salvador J. Assael, who was born in Syria and moved to New York as a boy. He travelled to the South Pacific and began importing South Sea pearls to the United States, and the house credits him with introducing South Sea and Tahitian black pearls to the world. The New York Times called him a titan of the cultured pearl business. The company remains family owned, with his son Amir Assael as chief executive.

Products and positioning

• South Sea white and golden, Tahitian black, Fiji, Akoya, Keshi, baroque and natural pearls
• Necklaces, strands, earrings, rings, pendants, bracelets and brooches
• Coral jewellery in Angel Skin, Aka, Sardinian and Sciacca coral

Collections include NatureScapes, Classic Assael, The Colors, Bubbles, Bridal and The Akoya Collection.

Distribution

Assael jewellery has been sold through luxury department stores including Neiman Marcus, Saks Fifth Avenue and Harrods.

Why it matters

Assael played a formative role in bringing South Sea and Tahitian pearls to Western luxury jewellery, and it remains one of the specialist names in the high end pearl market.

Frequently asked questions

Who founded Assael?

Assael was founded in the 1950s by Salvador J. Assael, who began importing South Sea pearls to the United States.

What is Assael known for?

Assael is known for luxury cultured pearl jewellery, especially South Sea and Tahitian pearls, as well as coral jewellery.

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