JEWELLERY
THE UNWAVERING PURSUIT OF EXCELLENCE
Endlessly striving for perfection , Edmond – in his quest for the unique – scours the world for arresting gems . Edmond enriches his daring creations with bold innovations inspired by the fundamental nobility and richness of gemstones . An infinite source of ideas and constantly full of creativity , he travels widely unravelling inspirations , feeding his obsession for challenging jewellery and watchmaking techniques . Every year since 2013 , Avakian has been launching a collection of precious designs at the star-studded Cannes Film Festival . Fans of Avakian ’ s unique collections include Catherine Deneuve , Helen Mirren , Susan Sarandon , Michelle Rodriguez , Madonna , Sara Sampaio and Irina Shayk to name a few .
As the brand continues its expansion with a new exciting location being unveiled next year at London ’ s new Peninsula Hotel , and the launch of its new e-shop website , stay tuned for some of its latest exquisite creations .
www . avakian . com
Art and architecture play a huge role in many of Avakian ’ s creations . The sparkling world of Avakian marries architectural and cultural influences in contemporary settings . In his universe , Latin and Oriental influences meld with utmost subtlety and impeccable finesse . Often times , exceptional gemstones — with its shape and colour — speak to Edmond and fire his imagination .
From 1969 , since the inception of the brand , Haute Joaillerie and Fine Jewellery remain true to Avakian ’ s signature aesthetics and vision – unorthodox cuts , vivid colours and contrasting hues are united to create gorgeous designs with extraordinarily dramatic effects . Bright lively tones spring to mind when one thinks of Avakian ’ s creative work , from the elegant Riviera collections to the infinitely playful Joker series .
Edmond Avakian has a strong affinity for making jewellery more fun and wearable . Inspired by his engineering background , he wanted to incorporate movement and versatility into the jewellery and strengthen the brand ’ s DNA . For all the exceptional pieces , the backs of the jewels are as important to Edmond as the front ; sometimes crafted with hidden elements and secret clasps achieved through experimenting and refining of nuanced design ideas and pushing the creative boundaries of craftsmanship .
88 The Art of Luxury Issue 50 2022