Taste
Dustin Huisman: Jeweller of Legends and Champions
Dustin Huisman, a former professional footballer and now one of the driving forces behind GASSAN, knows better than anyone how discipline, ambition, and perseverance lead to success. After his sports career, he transitioned to the world of jewelry and watches, where he has since built his own line, TROPHY BY GASSAN. With a focus on innovation, international growth, and a strong connection to sports and entertainment, he is giving the family business a fresh impetus without losing sight of its rich tradition. A candid conversation about working in a family business and the dynamics of the jewelry world.
She once competed in the Miss Universe pageant, and now she's using her charm to lure exciting men into interviews for MASTERS. This time, Irene van de Laar has her sights set on Dustin Huisman, manager at GASSAN.
How has sport shaped you?
You learn what discipline and drive are, and you know how to handle setbacks. Falling and getting back up is part of life, and that's exactly the mentality I now use in my work. I don't get discouraged easily and I always keep going.
What role does that top-sport mentality play in your entrepreneurship?
It's the drive to win, to get the most out of yourself, and to score at the right moment. In sports, you develop a broad back, and that helps me now: I don't lose my balance easily.
How did the transition from football to the jewelry industry go?
After a serious injury, I was forced to retire from professional football at the age of twenty-five. I had already completed my Commercial Economics degree. I first worked in the clothing industry for a while and then went to work for the family business, GASSAN. It actually felt like a logical next step.
How did TROPHY BY GASSAN come about?
I wanted to connect GASSAN's history and craftsmanship with contemporary luxury design, creating something that revolves entirely around exclusivity and customization. Each piece can be personalized, from the material and diamonds to the unique symbolism. For me, it's about more than just luxury: I believe that legendary moments deserve iconic jewelry. Think of the birth of a child, graduating from college, or a major sporting moment, like winning the Champions League or a national title. Legends have one thing in common: the ambition to always be the best. Our designs are more than just aesthetic; they tell a story of triumph and success. It is precisely that personal touch that makes each piece so special.
What is your experience of working in a family business?
It's not just about the family itself, but about a much broader feeling. At GASSAN, you either work for a very short time or for decades: that speaks volumes about the close bond we have. Of course, there are also some difficult moments, because you're more likely to take tensions home with you. We always try to keep things in perspective: we work in a luxury industry and we're not saving lives. That keeps us grounded.
How does your father-in-law Benno Leeser inspire you?
Benno is someone who loves being around people, a true family man. He cares about others and makes sure everyone is doing well, both personally and within the company. This is reflected in his entrepreneurial approach. Benno instills a great deal of trust in the people around him, and as a result, they'll go the extra mile for him. That says it all, really. He's also a fantastic CEO, a true leader with enormous drive and energy. He runs the company with complete conviction and always sees opportunities. With Benno, the glass is always half full, and that positive attitude is incredibly motivating for everyone around him.
How do you view the next generation within the company?
We naturally want to continue the family business as best we can, but above all, we hope that Benno will remain our leader for as long as possible. He's doing a fantastic job and plays an important role within GASSAN. We're still learning from him every day. By the time that happens, we hope we'll have inherited enough to continue running the company with the same passion, energy, and values, in our own way.
You work with your wife, Debora, owner of Choices by DL and Chief Creative Officer at GASSAN. What's it like being both a partner and a colleague?
People sometimes think it's difficult to work with your partner, but we certainly don't find that to be the case. We have our own responsibilities and focus on different areas of the company. As a result, we have relatively little contact on the work floor. At the same time, we have a lot in common, and we actually see it as a plus that we get to do this together.
How do you maintain work-life balance?
If you're not careful, it's all about work every day. We believe it's important to give time and love to our family with three young children. That's why we talk about business as little as possible at home. Of course, you bring some things home with you; that's part of it. It's all about finding the right balance, and that requires constant attention and energy.
How do you add your own vision to GASSAN's rich tradition?
GASSAN's vision is solid, but I believe it's important to add my own ideas. With TROPHY BY GASSAN, we've taken new steps in recent years: we've expanded our collection, attracted new customers, and appealed to a younger, broader demographic. It feels like building for the future: innovating, sharpening our focus, and staying relevant. We create unique pieces for both men and women and are seeing a lot of enthusiasm from the sports and entertainment world. There's a strong demand for distinctive, characterful jewelry, and that's precisely why customers find us.
Our designs are more than just aesthetic; they tell a story of triumph and success. It's precisely that personal touch that makes each piece so special.
Which sports or entertainment celebrity do you think has the best style when it comes to wearing jewelry?
When it comes to style, and we're staying close to home, Memphis Depay immediately comes to mind. His taste and charisma are distinctive and have international appeal. Much has been written about him, but what I love is that he's always remained true to himself. He dares to show who he is, and that makes him a true style icon. Almost un-Dutch, in the best sense of the word. We, the Dutch, can certainly be proud of that.
Many men wear watches, but jewelry sometimes takes things a step further. What shifts do you see in that regard?
In recent years, men have been feeling more free to wear jewelry. While it used to be common to stick to a simple leather bracelet, they're now opting for jewelry, like tennis bracelets, which are very popular. Black diamonds are particularly popular: they're more subtle than white diamonds and very popular. It's wonderful to see jewelry truly becoming a staple in men's styles.
What are the current trends?
A striking trend is that people are increasingly choosing distinctive pieces that truly make a statement. Jewelry is back to being seen: colorful, full of character, and with a strong design. This is also reflected in our latest collection. It's all about personality and expression.
Can you tell us something about recent projects and collaborations?
We've had the pleasure of working on several wonderful projects recently. For example, we created bracelets for Burnley to celebrate their promotion to the Premier League and Champions League rings for PSV following their national championship. We also designed rings for the Spanish national team following their European Championship victory and bracelets for the FC Barcelona coaching staff. We also had a special collaboration with Just Eat for the Champions League final. These are the projects that give our work extra sparkle and that we're incredibly proud of. At the same time, I'm looking ahead. In January, we'll be collaborating again with the Meet-Up store in Paris. There, we'll launch our Black Edition collection: a line with black diamonds, black bracelets, and various styles in which pearls also play a prominent role. A collection that is bold, distinctive, yet refined.
What does the future hold for TROPHY BY GASSAN?
In five years, I hope TROPHY BY GASSAN still exudes the same power as it does now, but on a bigger stage. Our ambition is to grow every year and gradually build our international reputation. It would be wonderful if TROPHY BY GASSAN were a recognized brand internationally in five years. At the same time, I'm realistic: I'm not rushing things, but rather steadily building on the foundation we've laid. We always want to move forward, always be better, and always do more. It's important to reflect on what we're doing right now. It's truly special. In the fast-paced world of life, you sometimes forget that, but putting things into perspective, being proud of where we are, is just as valuable.
What is your greatest trophy in life?
"They're definitely my children. Together with Debora, I have three beautiful children, and I'm most proud of them. Of course, it's sometimes a challenge to manage everything well; you want to perform at your best and be the best father at the same time. Ultimately, I enjoy the moments with my family the most: on the sidelines at AFC football club, at my daughter's hockey club, or soon with our youngest, who will soon start playing sports as well. Those are the moments we all live for. My true trophies."
