“None of our designers are driven by trends, they create unique pieces — conversation starters,” says jewellery designer Rosena Sammi, Founder, The Jewelry Edit that ends on 29th October. Another highlight of the pop-up is The India Edit featuring Agaro, Estaa, Hanut Singh, Misho and Studio Renn.
Rosena Sammi designed jewellery collections under her namesake line for over a decade. Her creations were sold at leading department stores in the country and worn by A-Listers, including Rihanna and Blake Lively. Rosena was disenchanted with the rise of fast fashion, amidst fierce competition in the jewellery market.
“I became disillusioned making collections for stores and boutiques who were driven by the race to see who could make the cheapest jewellery the fastest. That was never what jewellery was about for me. Throughout history, jewellery has always been about storytelling and self-expression. I want to go back to that idea. So was born The Jewelry Edit, a new way to shop for jewellery. It’s personal, it’s not mass-produced, and it tells a story. The Jewelry Edit melds compelling brands that draw on the best of our traits such as female empowerment, creativity, sustainability, and accountability,” adds the founder of the platform.
Rosena is keen to move away from “fast fashion’s disposable lifestyle and back towards the world of artisanship, individuality and self-awareness.” The Jewelry Edit, explains Rosena, is an e-commerce jewellery boutique on a mission to elevate the voices of diverse designers and curate jewellery focused on sustainability.
To celebrate the second anniversary and the launch of its fine jewellery offerings, Rosena decided to organise a two-week pop-up in New York at 485 Park Avenue – the first full store and first pop-up in the city.
Fine jewellery pieces from brands such as Cadar, Silvia Furmanovich, Jenna Blake, Bea Bongiasca, Lorraine West, Pippa Small and Ten Thousand Things, among others, are part of the event. “We approached it by looking for designers with real personality and a real perspective. None of our designers are driven by trends, they create unique pieces — conversation starters,” says Rosena. Case in point Cadar. “No one creates geometric signatures like Cadar,” adds Rosena. “Her pieces reflect the technical wizardry that defies description. I love the way the pieces move and catch the light.”
Jenna Blake, according to Rosena, has an irresistible modern take on classic pieces. “I love her use of colour. It’s a great addition to any jewellery wardrobe.” Bea Bongiasca’s “young, fresh and fun” approach to jewellery proved to be a big draw. “I love the uniquely colourful Italian perspective her line conveys,” Rosena adds.
She was quite drawn to Pippa’s creations and her “thoughtful approach to jewellery making and her passion for giving back to the communities she works with.” Rosena is thrilled to carry a selection of pieces by the London-based designer, including the Turquoise Mountain necklaces that give back 100 per cent of the profits to training young Afghan refugees.
Lorraine West is part of the pop-up tribe. “It’s been an honour to have our work showcased at The Jewelry Edit’s first pop-up. Rosena has curated a lovely point of view from a plethora of the world’s leading designer jewellers. She has a keen eye for choosing jewellery for her shop with excellent craftsmanship, uniqueness and a compelling story the pieces tell,” says the Brooklyn-based designer.
Rosena, who has worked with Lorraine on a number of projects, points out: “She is bold and brave and that is reflected in her work,” adds Rosena. The Ascension Nail Halo Rings dreamed up by Lorraine are inspired by the ‘Higher Self’ and the principle of “illuminating your inner being so your outer shines bright.” The Abstract Palette Earrings are inspired by a paint palette with a twist. “I have designed these earrings as a tribute to all people that are painting a new world through their positive cause in life,” says Lorraine. Beyonce wore these earrings in her film, Black is King, and put the spotlight on these statement pieces. “We enjoy working with Rosena and are looking forward to growing our partnership with The Jewelry Edit,” adds Lorraine.
The India Edit – featuring Agaro, Estaa, Hanut Singh, Misho and Studio Renn – is another highlight of the pop-up. “With the India Edit our goal is to get customers more acquainted with the brands. We have enjoyed hosting India-themed events and look forward to sharing more of their stories,” says Rosena, who has collaborated with friend and art, design and fashion writer Priyanka Khanna.
“I have known Priyanka for many years. We first got to know each other when I designed some Sanskrit jewellery for her when she was the Fashion Features Editor at Vogue, India. We have stayed in touch, and I kept her in the loop as I launched and developed The Jewelry Edit. We were looking for ways to collaborate and we thought celebrating Indian voices in the jewellery industry was a great way – and in keeping with my mission. I tapped her for her eye and expertise in finding cult brands that aren’t as well known in the US market that are doing things unusual and unexpected, especially when it comes to how the US market perceives Indian jewellery. And she delivered! From the recycled aluminium and diamond pieces at Estaa to the stunning enamel work from Agaro, I have been thrilled with the designs and the response from customers.”
Mumbai-based Estaa’s statement earrings from the Akasa collection is on display. “The designs are inspired by the Vedanga Jyotisha, an ancient Vedic text on astronomy and astrology. It the study of light from nine heavenly bodies that operate on humans through the principal of bandhu, in Sanskrit meaning ‘connections that link the outer and inner worlds.’
Delighted to be a part of the India Edit in New York and by-appointment events in Los-Angeles, Pratik Shah, founder of Estaa, says: “We are very grateful to The Jewelry Edit for having us as their partner in their wonderful endeavour to present not only jewellers from diverse backgrounds but also supporting us in our journey towards advocating a shift towards a sustainable jewellery future.” For the Neel collection, Pratik explores aquatic creatures – octopus, starfish and koi fish populate his “recycled aluminium” line. The designer hopes that the “beauty of the diverse forms and colours for the jewels would be an envoy for the conservation of its inspiration.”
On the anvil is a special event with Hanut Singh for the Asia Society. “I invited Hanut to speak with me at this event in New York. We are doing a ‘fireside chat,’ where we will explore the impact of Indian jewellery design and jewellery making techniques on the larger jewellery landscape. With such impeccable style and beloved jewellery – and a pedigree that’s iconic, when it comes to Indian style, I could think of no one better,” she adds.