For Marie-Helene de Taillac, the designer largely credited with spawning the trend for less ostentatious and stone-centred jewellery design, the beauty of the stone is the important thing.
“Stones are quite magical,” she says. “When I choose a stone, it speaks to me. Suddenly, you don’t know why, but one attracts you.”
Ms de Taillac’s words perfectly encapsulate the trend sweeping jewellery design with the valentines jewelry now increasingly on the stone rather than simply on the design.
“Gemstones define the timelessness and value of a piece of jewellery,” says Rebecca Clarke, managing director of jewellery website astleyclarke.com, which was started six months ago.
Ms Clarke confirms that she has noticed an increase in the number of jewellery designers who put the emphasis on the stone and who make the right stone the starting point for design.
“We have four jewellery designers whose principle goal is to find beautiful stones and only then do they design the jewellery around them. When done properly, the stone’s innate beauty shines through and there is little need for further adornment.”
One label, Como Blonde, is, says Ms Clarke, “probably our best example of these ‘stone hunters’: if they don’t find the stones, they don’t make the jewellery”. Other names include Pippa Small, Flora Astor, and The Hudson Collection.
Jewellery designers who usually take a more strict design route have also been succumbing to the lure of the stone. “I normally imagine a design first and I then find the most appropriate stone,” says Victoire de Castellane at Dior Fine Jewellery. “Nevertheless, ‘Le Coffret de Victoire’ collection began because I had ‘love at first sights’ for particular one-of-a-kind stones and every time I find a new one I imagine a story around it. I find these amazing gems during my numerous trips and when I tell a story around it, the stone becomes a real character. “I love to create one-of-a-kind pieces with opals too because this stone is really magic. When I imagine a story around itit brings fairytale to creation.”
It is exactly this one-of-a-kind, more personal approach to jewellery that is driving the trend. “People are looking for individuality from jewellery,” explains Mary Brittain, editor of Jewellery in Britain. She also believes that the increased popularity for coloured stones helps to drive the trend, making stones “very much the tiffany pendants” in many pieces. Ms Brittain also, however, attributes “the opening up of the internet” and the resulting accessibility of stones to consumers as a factor in how they are “more aware of stones that are out there”.
For Leviev, the devotion to stones and the inherent and individual characteristics in each one are at the heart of what this new luxury brand is about. Founded by Lev Leviev, who controls the largest private diamond mines in the world and is the largest privately-held polisher and cutter of diamonds, the company’s focus is naturally on the rare gems it can acquire – so the majority of its pieces are one-off designs centred on these stones.
“We deal with the rare and the exceptional, it’s the nature of our business and very much our reason for being,” says Simon Williamson, the company’s UK managing director. “In terms of our clients, they are buying something unique. Ninety per cent of the stones in store are unusual by virtue of their colour, their shape or size or quality.
“So, with that, comes that ‘bespoke’ design. For us, it is all about simplicity of design to lend itself to a particular shape of stone or specifically to enhance a colour.”
Other houses take a different approach to romancing the stone. At Asprey, for instance, where jewellery sales make up 60 per cent of the business, even in many of the pret-a-porter collections there is an emphasis on stones and the house’s own “Asprey cut”.
“The stone buyers are always looking for the best clarity, best colour in diamonds,” explains Hakan Rosenius, creative director.
“This means that they can really work with very simple settings and create the necklace around the stone, and obviously there is the Asprey cut in diamonds and semi-precious stones. So we sort of create the look at Asprey through our cut,”
At Ritz Fine Jewellery, too, there is a focus on “precious and semi-precious stones of rare beauty and colour (that) have been sourced, and (for which) a special unique design is created,” says Paul Carter, managing director.
This includes a design called The Dancer ring featuring “an outstanding cabochon tanzanite” which has been set in white gold with a surround of briolettes, all of which move.
This focus on stones and the individuality they can offer in themselves provides a middle ground between ready-to-wear and bespoke jewellery – but the attention is also helping to reinvigorate bespoke creations.
Melvyn Kirtley, vice president of worldwide client development at Tiffany Group, says that the house has “tiffany earrings always thought about gemstones”.
But he confirms that, in the past three to four years, there has been a greater awareness of how consumers view stones.
“We show our customers some important coloured gemstones, and talk about what makes them so special and their attributes and then we’ll say we’ll work with you to create around it.”
Simultaneously, Tiffany has been working on building its coloured gemstone inventory. “It’s a cycle,” says Mr Kirtley. “For us, it’s always been an important part of our heritage. But it’s coming back round.”