East Providence, R.I. Sept. 15, 2020. A certain pearl jewelry brand we all know has an enviable market position with regard to status, family, quality, innovation, and reputation. Further reinforcing this already remarkable position of strength is another accolade I think it deserves: design leader and influencer.

What brand is this? I’ll give you some hints. It’s based in New York City, begins with the letter ‘A’, and the firm’s founder is partly responsible for bringing treasured black or Tahitian pearls to the international market scene. Have you guessed? I’m talking about Assael.

What causes me to profess this praise? Assael continually takes leaps of faith in design direction, investment of resources, and marketing and advertising, all moves that pave the way for what I believe is a now winning strategy.

Assaels’ exotic colors of Tahitian and Fijian pearls paired with top-quality colored gemstones is brilliant and memorable. Assael’s designs—think lavender spinel with Tahitian pearls with purple body tones or mint green garnets with pistachio shades of Tahitians—help elevate the entire category. Indeed, Assael lets the pearl hues drive the stone selection, and this is where the magic happens. Finished pairings are simply breathtaking and reliant on the careful eye of Assael’s design team.

Ring in 18k gold with a Tahitian pearl and green garnets, from Assael

Plus, Assael’s beautiful photography and artful ad composition—have you seen their mandalas?—help drive desire and eyes across many mediums, including social networks.

Assael’s handiwork reminds us that there are many different varieties of pearls, gem options, and price points, and that possibilities are seemingly endless. Assael’s recent collections remind us to never stop playing and let the beauty of the category continue to dictate the finished designs.

Mandala design with Assael jewelry and pearls, by Assael on Instagram

Thank you, Assael. Thank you for attracting consumers to pearls for the first time, enticing pearl lovers to want more new and fresh styles, and for moving everyone in the industry forward with your trained eye for color and inspiring options.

Like Mikimoto before it, Assael has firmly entrenched itself as a leader in pearl jewelry, inspiring others to elevate their own taste and style and making the brand name synonymous with new pearl jewelry classics.

Earrings in 18k gold with Tahitian pearls and lavender-color gemstones, from Assael