Fled with diamonds in their shoes

“Samuel Gassan was my grandfather,” Benno begins. “He once started out as a diamond cutter in the building where GASSAN is now located. He did this from 1924 to 1936, after which he temporarily went out of business to sell the ANWB Champion magazine — yes, it already existed at that time. In 1943, he fled to Switzerland with diamonds in his shoes, from which he was able to survive. After the war, in 1945, he came back to Amsterdam. He settled in the Diamond Exchange and focused on wholesaling to Scandinavian countries, Germany and Switzerland. '

GASSAN House

“When my grandfather retired in 1973, he asked if I wanted to take over from him. My mother was a vice president at the court of Amsterdam and did not want to quit her job for it. I hesitated but promised him to try it for a year. We are now 50 years later. After spending some time on the Nieuwe Achtergracht, we moved to the former Boas diamond polishing factory in 1990, which we converted into a GASSAN Diamonds diamond factory and headquarters. During the coronavirus pandemic, we changed both the name and the building to House of GASSAN.

20 stores and a broad portfolio

When asked what the big difference is between Benno's way of running a business and that of his grandfather Samuel, he replies: “My grandfather was the very best salesman, but a little less than the organization. With our company, I have gone more in the retail direction. For example, in 50 years, we went from one to 14 stores at Schiphol. We also have three in the P.C. Hooftstraat, as well as on Dam Square. We are now also in Rotterdam and we will open soon in Eindhoven. In addition, we also have seven watch and jewelry stores at Changi Airport in Singapore. '

When it comes to their product portfolio, everyone can come to GASSAN. “We have various collections and our own brands. Among others, GASSAN pre-owned, Choices by DL, set up by our daughter Debora Huisman-Leeser — and Gigi by GASSAN, which belongs to my granddaughter. Prices now start at 200 euros, which means we are within everyone's reach. We want to be broad and not just target the higher segment,” says Benno.

GASSAN 121

GASSAN is known worldwide for its' GASSAN121 'diamond. Benno explains: “Normally, a brilliant cut diamond has 57 facets. Between 2003 and 2006, we worked on a diamond that shines even more, with no less than 121 facets. Why did we name this diamond 'GASSAN121'? It reinforces the GASSAN brand name, and 121 immediately shows what makes the product unique. The diamond is cut in a traditional way, with a cast iron disc encrusted with diamonds. Why diamond as an investment? Because diamond is the hardest material and can only be processed with it. '

Diamond worker training

Those who have always been interested in diamond processing can go to House of GASSAN for training as a diamond worker. “In the past, we had a vocational school in cooperation with the municipality. Recently, we started again, in cooperation with the councilor for Economic Affairs, who focuses on training professionals. Patience is essential for this course; we often see people drop out because they have insufficient patience or doubt their skills'. Do you dare to do it? You can read more about the course here.