Small and new luxuries

I love Trendwatching. Those guys spend their time thinking and writing about trends; they do it so cleverly and with so much intelligence that I await for their reports like as a child,  I awaited the books of The Famous Five and when 17, the magazine Elle. They have just published their prediction for 2010. They talk of (F)luxury, that is how traditional luxury needs to be flexible. There is so much luxury that it is no longer something different. Now what guides a purchase will be small decisions, experiences, actions that place themselves inside the skin of the consumer. It is all about providing the right service or product to the right audience. Within this trend,  they talk about “Limited locations”: firms that sell their products only on selected points. An example: Burberry sells its Blue Label only in Japan.

In the end, paying attention to the customer and her desires is at the basis of all luxury. Chaverdi repeats this as a mantra. That’s why we offer those little wings, details, surprises that pretend to treat each person just like that, like a person. For example: if you lose an earring (and this tends to happen), we are happy to sell you  just one, you don’t need to buy online a full pair of earrings again. Let’s see: raise your hand those who do not now and then find themselves with just one earring and a face expression of …. ooops!

__________________________________________________________________________________________

PICK OF THE WEEK

Aracea collection. Designer: Erika Hartje.  Fashion jewelry earrings

You will like them if you like: the sculptures of Giacometti, the paintings of Lucio Fontana, linear shapes…
For women: with a view on life on the punky side!
You can wear them with: a feathery vest, black and shiny worn for the night, shoes of the collection of Jimmy Choo for H&M (if you managed to get your hands on a pair!).
Why do we choose them: because they have the balanced mix of hardness and nature. They were inspired by a common plant on the island of Menorca.

Limited editions

“This is it” has just been released. The film is about the final rehearsals of Mickael Jackson last tour. The box office analysts assure that the film will earn more than 400 million dollars. With such a success, this film will be among the 50 most seen films in the world. Numbers to make your head spin. But, why are so many people going to see the film? To see the amazing dances of Jacko? To relive the Balmain fashion? To sing along Billy Jean? Maybe, but there is another reason,“This is it” will only be on for two weeks.
The ephemeral idea is very strong in the show business, as well as in the fashion industry. It means that what we see is so special that we can neither massify nor adulterate it. The idea of opening  ephemeral stores,  of launching collections for a concise period and to organize sales events for “as long as stocks last” is an inheritance from the art world. Fashion has recuperated it with alliances of H&M with designers such as Lagerfeld and this past November, with Jimmy Choo. The secret of the success? That when they are over, they are over.

All our designs of jewelry and fashion jewelry are part of a limited series…they are limited editions. This means that our designs are manufactured in a certain quantity of necklaces, rings, bracelets and rings. And there is not any more. When those quantities are sold, it is over. We do not want to be everywhere. We want to be where we want to be. It sounds redundant, but this is it, as Michael Jackson would say.

PICK OF THE WEEK

Ring Salvia. Designed by Erika Hartje

Silver plated ring with a mat finishing.

You will like it if you like: the aromatics herbs universe (this rings is inspired by the salvia plant), the accessories with personality but discreet.

For women who: like short distances

You can wear them with: other accessories (this breaks the rule!). With a  streps shirt of a good girl together with a pair of leggings and a pair of Repetto.