Interview Dustin Huisman
Apr 07, 2026
Dustin Huisman, former professional footballer and now one of the driving forces at GASSAN, knows better than anyone how discipline, ambition, and perseverance lead to success. After his sports career, he made the transition into 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 brings a fresh energy to the family business while honoring its rich tradition. An open and candid conversation about working in a family business and the dynamics of the jewelry world.
Jeweler of Legends and Champions
How has sports shaped you? “You learn what discipline and drive really mean, and you learn how to handle setbacks. Falling and getting back up is part of life, and that’s exactly the mentality I now bring to my work. I don’t get easily thrown off course and always push forward.” What role does that top-athlete mentality play in your entrepreneurship? “It’s the drive to win, to get the best out of every situation, and to perform at the right moment. In sports, you develop a thick skin, and that helps me now as well: I don’t lose my balance easily.” How was the transition from football to the jewelry industry? “After a serious injury, I had to stop playing professional football at the age of twenty-five. I had already completed my degree in Commercial Economics. I first worked in the fashion industry for a while and then joined the family business, GASSAN. It actually felt like a natural next step.” How did TROPHY BY GASSAN come about? “I wanted to combine GASSAN’s heritage and craftsmanship with contemporary luxury design and create something entirely focused on exclusivity and customization. Every piece of jewelry can be personalized, from materials and diamonds to unique symbolism. For me, it’s about more than luxury: I believe legendary moments deserve iconic jewelry. Think of the birth of a child, earning a degree, or a major sporting achievement, like winning the Champions League or a national title. Legends share one thing: the ambition to always be the best. Our designs are more than just aesthetic; they tell a story of triumph and success. That personal significance is what makes each piece truly special.”
How do you experience working in a family business?
“It’s not just about the family itself, but about a much broader feeling. At GASSAN, people either work here for a short time or for decades: that says a lot about the close bond within the company. Of course, there are sometimes difficult moments, because tensions are more easily brought home. We always try to put things into perspective: we work in the luxury industry and we’re not saving lives. That keeps us grounded.”
In what way does your father-in-law, Benno Leeser, inspire you?
“Benno is someone who enjoys being around people, a real family man. He cares about others and ensures everyone is doing well, both personally and within the company. You can see that reflected in his way of leading: he makes people feel important, and because of that, they are willing to go the extra mile for him. That says it all. On top of that, he is an excellent CEO, a true leader with immense drive and energy. He runs the company with full conviction and always sees opportunities. With Benno, the glass is always half full, and that positive attitude is hugely motivating for everyone around him.”
How do you view the next generation within the company?
“Of course, we want to continue the family business as best we can, but above all, we hope Benno remains our leader for as long as possible. He’s doing an amazing job and plays a vital role at GASSAN. We still learn from him every day. By the time the transition comes, we hope to have learned enough to carry the company forward 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 is it like being both partners and colleagues?
“Some people think it’s difficult to work with your partner, but we absolutely don’t experience it that way. We each have our own responsibilities and focus on different areas of the company. That means we have relatively little contact during the workday. At the same time, there are many overlaps, and we actually see it as a plus that we get to do this together.”
How do you maintain the balance between work and private life?
“If you’re not careful, work takes over the whole day. We think it’s important to give time and love to our family with three young children. That’s why we try to talk as little as possible about work at home. Of course, some things come 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?
“The vision of GASSAN is strong, but I find it important to add my own ideas to it. With TROPHY BY GASSAN, we’ve taken new steps over the past few years: we’ve expanded our collection, attracted new clients, and reached a younger, broader audience. It feels like building for the future: innovating, sharpening, and staying relevant. We create unique pieces for both men and women, and we see a lot of enthusiasm from the sports and entertainment world. There is a high demand for bold, characterful jewelry, and that’s exactly why clients come to us.”
Men and Jewelry: From Subtle to Bold
Which sports or entertainment figure do you think has the best style when it comes to wearing jewelry? “When it comes to style, and staying close to home, I immediately think of Memphis Depay. His taste and presence are distinctive and of international caliber. A lot has been written about him, but what I admire is that he has always stayed true to himself. He dares to show who he is, and that makes him a real style icon. Almost un-Dutch, in the best sense of the word. As Dutch people, we can be proud of that.” Many men wear watches, but jewelry can be a step further. What shifts do you see in this area? “In recent years, men have felt freer to wear jewelry. Where it used to be limited to a simple leather bracelet, they now choose pieces like tennis bracelets, which are very popular. Black diamonds are especially popular: they are more subtle than white diamonds and highly sought after. It’s great to see jewelry becoming a permanent part of men’s style.” What are the current trends? “One striking trend is that people are increasingly choosing bold pieces that truly make a statement. Jewelry can be seen again—colorful, full of character, and with strong design. You can also see this in our latest collection. It’s all about personality and self-expression.” Can you tell us about recent projects and collaborations? “Recently, we’ve had the opportunity to work on some amazing projects. For example, we created bracelets for Burnley to celebrate their promotion to the Premier League, and championship rings for PSV after their national title. We also designed rings for the Spanish national team after their European Championship victory, and bracelets for the technical staff of FC Barcelona. In addition, we had a special collaboration with Just Eat around the Champions League final. These are the projects that give our work extra shine and make us very proud. At the same time, we’re looking ahead. In January, we’ll collaborate again with the Meet-Up store in Paris, where we will launch our Black Edition collection: a line featuring black diamonds, black bracelets, and various designs in which pearls also play an important role. It’s a collection that is bold, expressive, and yet refined.”
What does the future of TROPHY BY GASSAN look like?
“In five years, I hope that TROPHY BY GASSAN will still radiate the same energy it does now, but on a bigger stage. Our ambition is to grow every year and gradually build more international recognition. It would be wonderful if, in five years, TROPHY BY GASSAN is recognized as an international brand. At the same time, I stay realistic: I don’t rush things, preferring to build steadily on the foundation we’ve laid. We always want to move forward, always better, always more. It’s important to pause and reflect on what we’re doing right now, because that is truly special. In the rush of life, you sometimes forget that, but taking a moment to appreciate and be proud of where we are is just as valuable.”
What is your greatest trophy in life?
“Without a doubt, my children. Together with Debora, I have three wonderful children, and they are my greatest source of pride. Of course, it can sometimes be a challenge to manage everything: you want to perform at your best at work while also being the best father you can be. Ultimately, I enjoy most the moments with my family: on the sidelines at AFC football club, at my daughter’s hockey club, or soon with our youngest, who will also start sports soon. Those are the moments we do it all for. My real trophies.”