Royal Asscher has opened a new flagship boutique in Japan, its second standalone location in the country.

The store, which is in Fukuoka’s popular downtown shopping district, Fukuoka Tenjin, will carry its limited-edition European Architecture collection, diamond jewelry and bridal pieces. The jeweler opened its first retail outlet in the country in Tokyo last year.

“Fukuoka is a short flight from Hong Kong and Taiwan, a ferry ride from South Korea, and closer to Shanghai than Tokyo and is seeing year-on-year record tourism numbers — which is great for exposing our brand further to audiences from these countries,” said vice president Mike Asscher.

“Fukuoka has also developed itself to attract young, innovative, entrepreneurial people, it has bargain rents, low taxes, special visas and trade incentives,” he added.

Royal Asscher sells its diamond-jewelry collections in about 150 locations worldwide.

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