Meet ELENA PARI, a new-age jewellery design disruptor! The Italian designer combines artificial intelligence (AI), innovation, and data analysis with the tradition of high-end Italian jewellery making.
A woman of many talents, Elena has a degree in business development and a deep passion for creativity. The combination allows her to blend aesthetics, strategy, and storytelling, transforming each piece into a timeless emotional experience.
Even as she straddles the worlds of business and high creativity, Elena’s love for holistic sciences is paramount, and that defines her work, too. It’s futuristic yet respects the time-honoured craftsmanship of Italy.
In this email interview with Solitaire International, she reveals that merging creativity with strategic vision allows her to craft unique jewellery designed to stand the test of time. She predicts that the future of the jewellery industry will ultimately depend on its ability to balance tradition and innovation.
Tell us about your journey—you hold managerial positions in companies today, so what inspired you to pursue jewellery design?
My professional career has developed within structured companies in commercial sectors, where I still hold managerial roles today. This path has given me a strategic vision and an analytical approach to business—skills that I now apply with great passion in the world of jewellery.
This gives me a unique advantage as a designer, as I don’t just create jewellery from an aesthetic perspective; I also consider its strategic positioning, its story, and its perceived value in the market. Every creation must evoke emotion, but it should also be desirable and relevant to those who choose it.
At the same time, my love for this industry has always been present. Since childhood, I have been fascinated by jewellery, and over the years, I have had the privilege of meeting and learning from some of the finest experts in the field, who have guided and inspired me. It wasn’t a sudden change, but a natural evolution—what began as an innate passion has transformed into a tangible journey, continuously growing and evolving.
Where did you learn the intricacies of jewellery design?
I did not follow an academic path, but over time, I have deepened my knowledge through specialised courses and extensive reading. I explored both traditional techniques, such as digital illustration on iPad, and more innovative approaches like AI-driven jewellery design.
However, my true learning has come from hands-on experience with my network of jewellery professionals. Sharing ideas, experiences, and perspectives is what allows growth, refinement, and the development of a unique style. I strongly believe in the value of collaboration—dialogue with other designers and artisans is an endless source of inspiration and learning.
Tell us about your first collection, and your journey from thereon?
My first creations were engagement rings. I have always considered it a great honour to design a piece of jewellery so deeply infused with love, a timeless symbol of commitment. Creating the perfect ring for someone has always been my greatest source of inspiration, and that is how I started in the B2C space.
I use AI to develop initial design concepts, which I then refine manually before passing them on to master Italian goldsmiths, who bring it to life as a finished piece of jewellery. This process allows me to merge technology, creativity, and craftsmanship, creating pieces that strike a balance between innovation and tradition.
At the same time, I collaborate with manufacturers and jewellery brands looking to develop distinctive and innovative collections.
My work is not just about design; it is a balance between creativity, strategy, and innovation. I often integrate market research and target analysis to help brands develop successful collections, ensuring that every piece is not only beautiful but also aligned with market demands and built with a strong identity. The synergy between technology and craftsmanship is the true strength of my approach.
I do not currently have my own jewellery line, but I do not rule out future collaborations in this direction.
Your creations are opulent and extraordinary! Since you use AI for initial renditions, tell us the concept to creation process?
Yes, the creations on my website and Instagram page are high-definition renders generated using AI.
My creative process follows a structured yet flexible approach, allowing me to explore innovative concepts while preserving the artistic sensibility necessary to make each piece truly unique.
When I draw inspiration—often from nature, both in shapes and colour combinations—I use various AI software tools to explore different visual concepts until I reach my desired vision. The design is then refined manually, with a strong focus on key details such as gemstone selection, cut, metal, and proportions.
Typically, gemstone selection comes later, based on the jewellery piece’s target price and the choice between natural or lab-grown stones. However, the process can also work the other way around: when working with a specific stone, the design is built around it, using AI to explore possible creative interpretations.
One of AI’s greatest strengths is its ability to generate multiple conceptual variations, helping to visualise which styles, stones, and forms work best together.
However, the human touch remains irreplaceable: it is always the designer’s sensibility that gives a piece its soul, transforming an idea into a tangible, timeless, and emotionally resonant creation.
My designs are often intricate and opulent, an aesthetic that resonates particularly well with the Indian market, where fine craftsmanship, rich detailing, and a deep cultural appreciation for jewellery are highly valued.
India has a long-standing tradition of adorning jewellery not just as an accessory, but as a symbol of heritage, status, and celebration.
At the same time, my creations also appeal to the Arab market, where bold, statement pieces and intricate gemstone settings are highly sought after. Despite these cultural influences, each of my pieces carries a distinct Italian imprint, blending tradition with modernity in a way that makes my designs unique.
Being both a jewellery designer and a business leader, how do you balance creativity and business strategy?
For me, creativity and business strategy are not opposing forces but rather complementary and synergistic. The business side allows me to take a structured approach and maintain a solid economic perspective, which is essential for turning creativity into something tangible and sustainable.
Design is where I express my artistic side—it needs space and inspiration to bring new ideas to life.
This integrated approach not only fuels my personal growth but also adds value to my clients and collaborators. Merging creative vision with strategy enables me to offer solutions that are not only aesthetically refined but also aligned with market needs and business sustainability.
Today, I feel I have achieved a sense of balance that allows me to merge strategy and artistic vision without compromise. My path is still evolving, but I feel fulfilled and grounded in being able to navigate both worlds in harmony.
How has your Italian heritage influenced your design philosophy and approach to manufacturing?
I see myself as a tree with roots in Italy and branches that bloom all over the world. My Italian heritage has deeply influenced my design philosophy because being born in Italy means growing up surrounded by art, history, fashion, and trends. It’s something you absorb naturally, like the air you breathe.
For us Italians, clothing is almost an obsession, and jewellery is that final touch that completes an outfit—it’s an extension of personality, a nuance that defines one’s style. Moreover, Italy is home to some of the world’s finest jewellery-making districts, and I see it as my mission to merge the innovation of AI with my country’s rich goldsmithing tradition. I believe this is a tribute I owe to all that Italy and our ancestors have given us.
However, my approach does not exclude the influence of other cultures—I love blending history and artistry from around the world. My designs often have a lavish aesthetic, a style that is particularly appreciated in Arab countries, yet each piece retains a distinctly Italian imprint. This fusion of tradition and innovation, the local and the global, is what makes my work so exciting and ever evolving.
How do you see the future of jewellery design?
The future of jewellery design will be strongly shaped by three key factors: sustainability, consistency, and beauty. These elements will become essential for consumers across all price segments and styles. The real challenge will be to offer desirable jewellery at every market level while maintaining distinctive characteristics and well-defined brand values.
Today, with the influence of social media, celebrities, and influencers, people are constantly exposed to spectacular jewellery, often exclusive and unattainable. However, when we look at other luxury sectors, such as fashion or automobiles, we notice a key difference: people invest in designer handbags, quality clothing, and luxury cars because the relationship between price and perceived beauty is clear.
In jewellery, this relationship is not always as immediate. With, for example €3,000, one can buy a high-fashion handbag recognised as a status symbol, but with the same budget, how many striking jewellery pieces can one buy today? Very few, because gold prices are at record highs, and the cost of natural gemstones, especially coloured ones, is becoming increasingly ambitious.
In this context, the evolution of technologies and materials presents new opportunities. The introduction of lab-grown gemstones, when positioned and differentiated correctly, represents an additional option for attracting customers looking for accessible alternatives without compromising aesthetics or quality. Naturally, this is not a solution suitable for every brand or positioning strategy, but it can complement natural stones by expanding offerings and making fine jewellery more inclusive and dynamic.
At the same time, exploring alternative metals such as titanium can represent an exciting evolution for the industry. Innovative materials can complement gold—which remains the reference metal for its enduring value—offering new aesthetic and functional possibilities to meet the needs of an audience increasingly focused on lightness, durability, and versatility in jewellery.
Ultimately, the future of the jewellery industry will depend on its ability to balance tradition and innovation, responding strategically to market demands with sustainable, coherent, and above all, beautiful solutions.
How do you think AI will transform jewellery design and manufacturing? Do you think AI can replicate the artistic intuition of a human designer?
For me, AI is an advanced brainstorming tool. It helps streamline the creation process and serves as a great resource for generating visual concepts that blend diverse influences and styles. It does not replace creativity but rather enhances it, allowing me to explore ideas I already have, refine them, and sometimes even push beyond my own preconceptions.
Every design I create starts from a clear idea in my mind, but through fine-tuning with AI, that idea gradually evolves, sometimes taking unexpected directions. The software I use has now learned my artistic preferences and tendencies, so the designs it suggests are influenced by me. It’s similar to a traditional brainstorming session, except instead of a room full of people, I have AI as my collaborator.
Jewellery design will undoubtedly be influenced by AI. However, I firmly believe that AI will never replace human genius. My hope is that AI will serve not as a substitute but as a tool for integration and optimisation—where the person, with their sensitivity, intuition, and emotion, remains at the centre of the creative process.
What are the main market trends shaping the high-end jewellery industry today?
The high-end jewellery industry is undergoing a significant evolution, driven by new consumer sensitivities and desires. Today, luxury is not just about owning a precious piece of jewellery but about choosing a brand that embodies values of quality, exclusivity, and authenticity. Brands with a strong identity and a recognisable aesthetic are becoming increasingly important, as they provide a sense of trust and prestige for those seeking iconic pieces that retain their value over time and tell a meaningful story.
At the same time, high jewellery is moving towards an increasingly personalised form of luxury. The demand for bespoke pieces is growing rapidly, as consumers seek jewellery created specifically to reflect their personality and lifestyle. Leading maisons are responding with advanced customisation services, blending traditional craftsmanship with cutting-edge technology. Digital design, AI, and new production techniques enable the creation of one-of-a-kind pieces while maintaining artisanal excellence—a perfect balance between innovation and savoir-faire.
Another key factor shaping the industry is sustainability. Today’s customers want to know the origin of materials and the ethical standards behind each jewellery piece. Ethical gold, certified diamonds, and transparent production processes are becoming the norm, and high-end brands are integrating increasingly responsible practices into their supply chains. However, sustainability also includes the preservation of craftsmanship, traditional techniques, and the quality that ensures a jewellery piece will last for generations.
Alongside these trends, the market for historic and auctioned jewellery continues to hold a place of absolute prestige. Unique pieces from past eras or signed by renowned maisons are not only objects of extraordinary beauty but also investments of great cultural and patrimonial value. Collectors and enthusiasts are increasingly drawn to international auctions, where heritage and rarity define a jewel’s desirability. Major maisons, aware of this fascination, are revisiting their archives and reinterpreting their historic creations, breathing new life into past masterpieces.
Today, high jewellery stands at the crossroads of tradition and innovation, between the desire for exclusivity offered by major brands and the growing demand for bespoke pieces that tell a personal story. The key to the future will be the ability to merge these elements harmoniously, offering creations that serve as symbols of prestige, expressions of individuality, and exemplars of sustainable excellence.
Tell us about your hobbies. What is a typical day for you like? If you weren’t a jewellery designer, what would you be?
I’m lucky because my hobby—designing jewellery—is also my profession. Every day, I stay updated by reading industry magazines, studying the world of jewellery, and drawing inspiration from everything around me.
Of course, free time is always limited, but I try to dedicate it to the things I love most: my family, my friends, and the pleasures of life. I love going to restaurants, enjoying fine wine, cooking, and spending quality time with the people I care about.
I also have another deep passion: holistic sciences and the connection between energy, creativity, and well-being. One book that profoundly influenced my vision is “Autobiography of a Yogi” by Paramahansa Yogananda. His philosophy helped me understand how everything in the universe is energy, and how harmony, beauty, and the intention behind creation can generate positive vibrations that uplift the spirit. I believe that a piece of jewellery, much like a work of art or a melody, can carry a special energy to the wearer, becoming a symbol of light and well-being.
And in the end, when you buy a piece of jewellery, you’re not just purchasing an object—you’re embracing an emotion. It is always tied to a special moment, a happy memory, or an event that marks life in a meaningful way. It’s something beyond the material: a symbol, an experience, a way to bring well-being to yourself or someone you care about. And that is exactly what makes my job so extraordinary.