Joel Savransky on his jewelry brand
Joelle Jewelery is a Belgian based jewelry brand created by Joelle Savransky. In her collections, the designer combines fashion design and traditional diamond working methods, which she has been familiar with since childhood: Savransky grew up in a family where jewelry is a family business. As a result, Joelle is a unique brand: on the one hand, the jewelry is mischievous and ironic, and on the other hand, it is an example of high jewelry art. We spoke with the designer and found out how a pret-a-porte jewelry brand and jewelry that you want to wear every day are created.
Joelle. How it all began
My family has been in the jewelry business for four generations. After studying at the academy (Royal Academy of Fine Arts Antwerp. – Editor’s note), I worked in the fashion industry for many years, and then an idea came to my mind: why not combine both. On the one hand, I learned everything about the creative process in fashion design, and on the other hand, I absorbed the passion for jewelry since childhood. At first, the jewelry was not quite like what I create now – it was a line of children’s jewelry. They were so naive, the style was completely different. Later, I started doing something more mature within my brand, which I founded five years ago.
About jewelry art at the junction with fashion
When I started, jewelry brands were basically of two types: either custom jewelry or classic jewelry that didn’t have an unusual design. This is related to the idea that jewelry is eternal and therefore should be kept as simple as possible. But times are changing. At some point, I realized that jewelry art and fashion design are very close. Then it was a free niche, and I decided to take it. Pret-a-porte jewelry brands are neither cheap nor expensive, they are somewhere in between and, most importantly, very trendy. I wanted to embody this in my work as much as possible. And because of my background, everything turned out quite naturally for me.
About the concept
The main goal of my work is to create affordable, fashionable, feminine and wearable jewelry. Find a combination of all of the above. Every season I look for new sources of inspiration – and each time they are different, but the collections are still connected.
My jewelry is designed to be worn every day: it can be styled with each other, it can be worn both at work and on special occasions. I wanted them to be fun and cool. I don’t want to do something that people have already seen hundreds of times. I always try to approach my work as a study, at the end of which I get a completely new result every time.
About materials
All gemstones my team uses are natural diamonds. Sometimes we work with black diamonds. In the autumn collection, I decided to head for luxury, and we are gradually switching to 14-carat gold. We wanted to make real jewelry, but at the same time stay in the price category we are used to, and this was a real challenge. The collection also included pearls. In the spring line, the emphasis is on color, there are bright pendants and large hoop earrings.
About the team
When it comes to design, I work alone here. It is very difficult for me, and I don’t really want to share the creative process with someone. I believe that the financial and marketing aspects of the business should be separate from the creative sphere. But the design is just mine.
Where could I buy
At TSUM, as well as around the world: at Colette, Montaigne Market and le Bon Marche in Paris and London’s Harvey Nichols.
About plans for the future
Developing new collections, studying the US market – we have been working on this for two years now, and it’s hard, because you have to travel a lot. But I’m not in a hurry, everything takes time.
https://www.joellejewelry.com/