Business Fit Magazine September 2019 Issue 2 | Page 16
Pashion Fashion
the system of values of the entrepreneur and
artist. The first collection, Mirror, overflows with
precious gems that find multiple expressions
in sets, necklaces, rings, bracelets and earrings
with pleasant and dreamy coloured nuances.
The central figure of the collection is the triangle
which symbolises the feminine, the lunar cycles
and fertility.
The Avel Lenttan brand was born under the sign
of a double soul. A dual track regard for quality:
on one hand the Italian artisan’s manual skills,
on the other technological evolution oriented
towards traceability, security, simplicity to buy
the product and a tailor-made user experience.
Today more than ever, women want to create
an identity of their own, to reach objectives
and realise their dreams, to freely express their
thoughts, moods, feelings and ways of being.
As a woman, Avel Lenttan knows these desires
of the heart very well: to allow oneself to buy or
to receive jewels or luxury items for one’s own
personal use, to book exclusive holidays to share
with women friends, are ways of looking after and
nurturing oneself, apart from objectives reached
and dreams realised.
However, women also want to be able to count on
the security and traceability of their jewels. These
are needs that Avel Lenttan understands fully, so
she has introduced and implemented a number
of technological innovations in the top jewellery
sector: digital prototyping of the product, thanks
to a system that, although automated, preserves
the artisan’s touch of Made in Italy; the online 3D
visualiser, which makes it possible to personalise
the configuration of one’s jewel, by choosing
materials, sizes and finishing. Digital identification
guarantees that each product has personalised
digital information which is traceable over time,
from production to delivery of the products, to
goods returned; and an ‘identity document’ to
protect the product’s authenticity. Finally, the
technical support offered reflects a professional
and rapid approach beyond borders.
In the world of luxury, as in business in general,
knowledge of the market, leadership, ability to
recognise and to catch good opportunities, to
move in the right direction, to define coherent
lines of action, to believe in oneself are musts
that Avel Lenttan has developed in the course of
her professional life and has made her very own.
The luxury sector is atavistically in the hands of
men, yet times are decidedly changing. Thanks
to the growing and pervasive importance of
women’s empowerment, there are more and
more women in the whole world who are
generating their own wealth and controlling their
own investments. What’s more, education has
had a major role in creating awareness of gender-
equality. Now the world of women is more open
to experience, by means of paths of personal
and professional growth, with unconventional
options in the world of luxury. With the launch
of her brand next autumn, an exemplary union
of craftsmanship and technological innovation in
luxury, Avel Lenttan is a concrete and inspiring
example.
Avel Lenttan iis CEO of Evolvea Switzerland and the founder of Avel
Lenttan Jewels. She is an international executive and serial entrepreneur with
over 20 years of international and multidisciplinary experience in the tech
industry. She is currently preparing to launch her first jewellery collections.
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[email protected] - www.avellenttan.com
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