Introduction: GASSAN, headquartered in a historic building on Nieuwe Uilenburgerstraat in Amsterdam, specialises in diamonds, jewellery and luxury watches. Now in its fourth generation, the family business is the official dealer for over 20 prestigious jewellery brands and 60 watch brands.
In this exclusive interview, CEO Benno Leeser sits down with The Moodie Davitt Report Senior Reporter Ameesha Raizada to recount GASSAN’s humble origins and its rise to prominence in luxury retail, emphasising its commitment to innovation and strategic expansion in travel retail. Some of its key product developments include Choices by DL, Trophy by GASSAN, GASSAN pre-owned and Gigi by GASSAN.
GASSAN’s journey began in 1945 when Benno Leeser’s grandfather, Samuel Gassan, founded the company after returning to the Netherlands following World War Two.
The war years had seen him in Switzerland, where he smuggled diamonds in his shoes, a testament to the enduring allure and value of these precious stones.
Upon his return he established a wholesale diamond business, initially focusing on Scandinavian countries before expanding to Switzerland and Germany. Leeser recounts: “My grandfather delivered diamonds to jewellery and watch manufacturers.”
Operating from the diamond exchange near the Amstel Hotel, he would frequently explain the ‘four Cs’ – carat, colour, clarity and cut – to customers, a practice that continues to this day at the company.
The family’s involvement in the business has always been profound and personal. Leeser notes that his mother, initially a lawyer and later vice president of the Amsterdam court, was an only child.
“My grandfather did not have a successor, so he asked me if I wanted to join the company. I agreed with the condition that I could leave if it wasn’t to my liking. Fifty years later, here we are,” says Leeser.
This deep-rooted family connection is not just a part of the company history but also a driving force behind its operations. “The business is a part of our private life as well. It sometimes keeps us under a lot of pressure, but we appreciate it,” he adds.
GASSAN has weathered numerous crises, including a significant robbery in 2001, the Gulf War, the 2008 economic crisis, as well as the COVID-19 pandemic.
Leeser notes: “The pandemic led to a dramatic reduction in visitors to our factory – from 400,000 to just 20,000.”
Instead of giving in to despair, GASSAN used this time to renovate and enhance its facilities, transforming the factory into the HOUSE of GASSAN.
He adds: “You can sit in a corner and cry, or you can look towards the future. We chose the latter.”
Entering the duty-free market
GASSAN’s foray into travel retail began in 1967 with a concession for loose diamonds at Amsterdam Schiphol Airport. Known as the city of diamonds, Amsterdam provided a fitting backdrop for this venture. However, the initial period was challenging due to low passenger count.
“Diamonds should be bought in a calm setting, but it was so quiet that we didn’t see enough people,” Leeser explains. It wasn’t until 1986, when the brand expanded its offerings to include watches, jewellery, pens and lighters, that business began to thrive. This diversification allowed them to cater to a broader audience and provided the flexibility needed to succeed in airport retail.
At this moment GASSAN has 13 stores (mono and multi-brand) at Amsterdam Airport Schiphol. A major renovation is currently underway in Lounge 1 (Schengen) to enhance the high-end luxury experience for passengers.
Leeser shares: “We did a pop-up with Choices by DL at Schiphol Airport, and it was really successful. These events not only drive sales but also strengthen customer engagement and brand loyalty.”
In 1999, GASSAN extended its reach to Singapore Changi Airport. Leeser says: “We started with one shop and now have eight. As we partner up with the brands, we share a vision on retail and a passion for creating next-level experiences. We understand today’s changing consumers and we proactively adapt to this. This is how GASSAN continuously translates our vision on retail into concept development as a reliable partner with love for the brand
“We believe in multi-brand shops, especially within travel retail. We need a wider scope for our clients as we cater to a diverse international audience.”
The intersection of tradition and innovation
Leeser says: “We have a tremendous specialism in diamonds and innovations such as GASSAN 121, Choices by DL and Gigi by GASSAN are unique selling points in travel retail.”
The GASSAN 121, a diamond with 121 facets, is a testament to the company’s dedication to innovation. Traditional brilliant-cut diamonds have 57 facets, but GASSAN 121’s additional facets provide “unparalleled brilliance and sparkle”.
“When you put the two stones together, you see much more shine in the 121-facet diamond,” he adds.
The idea for GASSAN 121 was simple yet powerful: a marketing company suggested the name, highlighting both its trademark facet count and the brand itself, ensuring clarity and brand recognition.
The Choices by DL collection, created by Leeser’s daughter Debora, illustrates GASSAN’s commitment to keeping up with the times. This line allows for customisation with interchangeable coloured stones, catering to modern consumers’ desire for personalised and versatile jewellery.
Leeser explains: “It was my daughter’s graduation project at the Amsterdam Fashion Institute. She saw that people were afraid to buy coloured stones because they might not match their outfits. Choices by DL solves this by allowing the stones to be swapped easily.”
In addition to its core offerings, GASSAN has embraced current trends and opportunities in the luxury market. Some examples are the introduction of GASSAN pre-owned and Trophy by GASSAN, which represents customised jewellery and takes inspiration from the National Basketball Association championship rings.
“We started with Red Bull Leipzig, creating rings for their German Cup win, and have expanded to other teams and events,” Leeser notes.
Technology also plays a key role in the company’s operations, particularly in enhancing customer experiences and expanding reach. He says: “Today, we can make detailed customised drawings and designs online.”
While he personally prefers traditional methods and in-person interaction, Leeser acknowledges the importance of digital platforms in today’s market. GASSAN’s team actively explores the possibilities offered by digital tools to complement physical presence. With the ambition in data GASSAN strives to create a full omnichannel approach.
Leeser explains: “Our branche requires a personal and relevant approach. We understand customer preferences and we apply this in our in-person interaction.”
Elevating luxury retail experiences
The company is selective about its expansion, preferring to grow steadily and sustainably. “We want to grow step by step,” says Leeser, noting the significant investment required in inventory and shop infrastructure.
This ensures that each new location upholds GASSAN’s standards of quality and service. For example, its recent openings in Rotterdam and Eindhoven reflect the commitment to maintaining a consistent and luxurious brand experience across all stores.
At Changi Airport, GASSAN’s presence includes multiple boutiques, each tailored to different customer segments. Leeser outlines: “We have an Omega boutique in Terminal One, multi-brand stores in terminals 1 and 2, and a Rolex boutique in Terminal 3.”
GASSAN regularly hosts in-store activations, enhancing the appeal of its products and creating immersive shopping environments.
Looking ahead, GASSAN continues to explore new opportunities and expand its portfolio of luxury brands. Leeser says: “We are always busy trying to be creative and deciding our next steps.” 
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