“Our motto is:
Think big.”
Anyone interested in jewellery design will have noticed a recent
change in trends, with futuristic design, experimental materials and
sustainability as central themes. Neutral is the new buzz word, and
the boundary between the looks for men and women is blurred.
The future potential of the sector lies in perfectly crafted collections
that also reflect ecological thinking. Here, synthetically-grown crystals
represent the state of the art. And Dietmar Beermann, too, works
with these new stones for his label art Safire. DELUXE editor Birgit
Unger met him at the Sant Francesc Hotel in Palma to discuss current
fashion trends, which the master goldsmith translates into elegant,
fashionable pieces of jewellery. Statement necklaces worn with a
simple sweater, and bracelets worn over shirt sleeves.
Herr Beermann, to what extent does your
current jewellery collection reflect the season’s
fashion trends?
First of all, the fashion of the season dictates
the colour of the stones in the art Safire
collection. Now we are into winter, some of
our designs with two different coloured stones,
like the double ring with pink and rosé stones
in the initial design, are now available in blue
and white. We don’t change the design, we
change the colours. I get my inspiration from
the natural world. One of my earlier projects
was called autumn symphony. Using natural
colours I created a design using various brown
and orange shades, and with art Safire I can
continue this theme, only in a more intensive
way. The collection is timeless, we don’t follow
trends, we make them. We can however match
the colours of the stones to what is currently in
fashion. At the moment we have a range of 14
colours, but we are in the process of expanding it. That is quite costly. Right now there are
45 different coloured stones on the market, so
if a customer is looking for a particular colour
to match a Dirndl or an evening dress, for
example, we can order a stone of just the right
colour. This takes about two weeks, but the
price will be the same. That is the advantage
over natural gemstones. One chooses
jewellery from art Safire purely by one’s personal colour preferences.
How do you see your customers? Is there a
difference between women that wear art
Safire and the more traditional ‘It’s a Be’
purchaser?
There is no difference at all, my circle of
customers remains exactly the same. I sold my
first art Safire designs to long-standing
customers of ‘It’s a Be’, who usually go for
more traditional pieces. Now, after nearly
three years, our customers know that they can
choose the colour of their jewellery to match
their wardrobe. With real gems that is
impossible. These ladies do not in any way
lose quality, value or highly skilled crafts-
DELUXE 19