How can we recognize your design when we see someone wearing it? And how is your jewelry different from other brands?
Don’t forget that even if we are talking about personalization, we keep very high general standards and produce high-end jewelry which blends the unique Italian style with an international dimension: we start from creative design and go to the market through the web as our main sales channel. An Avel Lenttan jewel is a unique creation made by a craftsman, with a high artistic value. The product has its own image signature already, with its timeless simple shapes. We went further – our customer has to have the knowledge of what it is he/she is buying. We have created a digital certification inserted inside every piece that you see on our online store.
Each certificate that you find today while buying any luxury product is in the shape of a paper booklet that accompanies the product when you buy it. It gives you the guarantee and mostly some general description. I don’t know about you or our readers – but I – myself constantly lose every paper, guarantee, document… Over time I’m not really good at keeping track. So I had to overcome this with some new ideas. We had imprinted into gold the unique digital chip that contains all the information connected with the product: certification of diamonds, certification of sustainable gold – we work only with top selected metal companies, provenance of colored stones, provenance about the production.
Our clients can decide while ordering to put any type of information that can be stored digitally inside the jewel. They can store a poem, a personal message for the person who we are making a gift. You can also store certifications and information on price, when and where you bought the jewel and if a user decides to sell it, all this held to restore the value of the item, you can collect any information that you want to keep for ever.
Every piece is unique, even if it looks the same from outside. This is a new era, a very super bold move – but I understand as a woman, as a buyer and a customer, I want to spend my money that gives value to time and does not lose it. I made choices of strong recognition and branding in terms of graphics, design and packaging as well.
One time you stated that your personality can be seen on pieces of jewelry in your collection. If your jewelry were a woman, what kind of a woman would she be?
Women of today want to create an identity for themselves and achieve goals and dreams. They want to be themselves and express their behaviours and feelings freely.
So, I tried to match this profile with our creations. Remember before I mentioned multidisciplinary, which is a key here. Women are super multitaskers and manage to learn, to live, to go and survive in different work, social and private environments. Taking on responsibilities and becoming more and more financially independent. We are not there yet, but we have started to pave the way more and more in past decades. With economic freedom women are freer to choose and to ask for what they want. I refer to women who like high-quality jewelry and look for timeless jewels. They participate in the ownership experience choosing the diamond, choosing their style and understanding their quality. With character you can be minimal or extravagant , as long as the woman has ideas about her identity. Women are looking for novelties not only in design, but also in the “smart” aspect of the product and sales experience, such as the “socialization” of the shopping experience and the association and sharing of important moments that led to the choice of the jewel.
The triangle is a symbol that is dominant in your collection. It symbolizes lots of things, and some of those are female symbols, mystery symbols, but it can also represent a male symbol. What was your inspiration behind bringing this into your collection?
The triangle is the motif I have chosen as the icon for the Mirror collection. It is a very simple, easy recognizable, unique and fascinating geometrical figure, without any diagonals and with the least number of sides. Its aesthetic is oriented to the essence of things. The triangle is a symbol imbued with esoteric mystery which has always fascinated populations and cultures of the whole world. It has three sides. Three is the perfect number. Three is the number of dimensions of time that was, that is, that will be. When it takes the shape of an arrow, the triangle is a symbol of direction, the target and the search for happiness.
To gift someone jewelry is a special act, especially if someone is wearing jewelry that has a message, like yours does. Do you think that women prefer getting or buying their own jewelry?
In an important initial phase of research and development, we analysed the changing dynamics of the new motivations in the purchase of jewelry and diamonds.
The luxury jewel has become the symbol of a wider range of “moments” in life compared to buying in the past, which was directly connected to the reference points of personal relationships. Women The Avel Lenttan brand responds to the new needs of the emancipation of women, in which the purchase of a luxury jewel is a moment of personal celebration and realization of one’s own value. I know very well what women want: from getting jewelry as a gift to being active purchasers themselves, to buying luxury SUV’s for personal use and booking hotel rooms for a trip with girlfriends!
What is your advice for women when they are deciding on some piece of jewelry which has to represent their own personality?
I think that the jewelry industry is filled with designers who work with fine materials and position their lines as the collectibles of tomorrow. But if you want to choose the rare talents with staying power, who create pieces you will want to wear for years to come then you should choose to wear an Avel Lenttan jewel, and select which aesthetic best suits yours.
On one occasion, you mentioned that it’s very hard for women to launch their own business. How difficult was that for you and what was the biggest challenge in the whole story of your brand?
It’s difficult to create a new brand reputation without auxiliary labels and assumptions. It takes a capable person to be in a good position, but it takes far more for a woman to have the same. It is even more difficult to penetrate from one industry to goldsmithing and to the jewelry business Both are very legacy, old, closed, with established old traditional frames and not much space for innovation. But it is changing due to digitalisation. Somehow, I worked over 20 years in Tech – I was used to being outnumbered by male colleagues the proportion was somewhere like 80 – 20. I was hoping to see more female power in the Jewelry business. The luxury sector has been in the hands of men for a long time, and the times are definitely changing. With the increasing relevance of women’s empowerment all over the world, women generate their own wealth. Now women are also more open to experimenting with their careers and trying unconventional options in the luxury space. I have met quite few of them, it is also due to a shift in generations.
How would you define your goals today and what’s your plan for the next six years?
The brand has a strong social vocation, a very high technological value and a strong female attitude. The brand has defined the organization, with a cohesive and motivated team, in the Sales, Digital, Marketing, Operation and R&D Departments. It already has over 350 jewels in its catalogue, out of 5 collections, ready to be made and delivered. Not bad for a start I would say! Our customers will realize their emotional shopping journey on the web, in stores or in specific events. We studied every aspect of production efficiency and economy in depth, with the use of materials of the highest quality and value. Next year we will be ready to launch our vast accessories collection and much more…
In 6 years I hope to expand to many markets and to be closer to local cultures. We are ready to discover what’s next!
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