Business Fit Magazine September 2019 Issue 2 | Page 14

Pashion Fashion
Traditional Italian
Jewellery Design
meets
technology
The central figure of the
collection is the triangle
which symbolises the
feminine
Passionate about design, art and jewels, Avel
Lenttan has aggregated a team of experienced
and seasoned managers and partners in the
luxury industry and founded her own luxury
goods tech company. We hear about her
concept of combining Italian artisan’s manual
skills with technological innovation.
Avel Lenttan, entrepreneur and luxury designer
born in Slovenia, inspires, and aspires to a life rich
in creativity, curiosity and beauty. Through her
many travels and multicultural experiences, she
has developed the vision of a globetrotter which
reflects on her namesake brand of top jewellery,
thereby offering a melting pot of suggestions
captured at the four corners of the world.
‘Global contaminations and Italian design
blend together to create something unique
and contemporary in which every woman can
mirror herself’ is the brand’s leitmotif. Avel
Lenttan has reinterpreted the distinctive sign of
Italian design, thanks to personal and extremely
creative research to discover exemplary beauty.
It is the result of voyages of experience, imbued
with spirituality and introspection, intertwined
with curiosity and the desire to explore, grow,
measure and open herself to the world to create
sophisticated, solid and distinctive aesthetics.
A strong many-faceted personality, changing
and fluctuating like the emotions life arouses,
is reflected in her collections, in the continuous
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dynamism of life and in the ‘sweet navigation’ in
the sea of technology and luxury.
The Italian goldsmith’s art, the undisputed
excellence of Made in Italy, which is recognised
worldwide, is a perfect fusion between the past
and modernity and is the synthesis of love of
beauty, together with craftsman’s knowledge.
Values that have given Italy world leadership in
the production of gold and jewellery.
Italian goldsmithing and high-end jewellery
sectors are distinctive throughout the world
due to a range of qualites. These are: excellent
hand-manufacturing skill, precious raw materials,
advanced technologies and techniques of design,
plus the unique creativity of artisan goldsmiths.
In the Avel Lenttan brand, these high-quality
elements are fully expressed and exalted.
To create a brand reputation ex novo is not
easy. You need great capabilities, a vision of the
whole and foresight, without mentioning that
for a woman, in a sector which is typically male-
dominated such as this one, the required effort
is even more significant.
The stars of Avel Lenttan’s brand are luxury
jewels, creations of inspiration that spur a
sophisticated but at the same time modern and
versatile beauty. They include in themselves the
pathway of experiences, of professional life and
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