Always seeking perfection and precision, YEPREM Jewellery House has excelled at the art of making jewellery, transforming every inspiration into a unique masterpiece. With the help of highly skilled craftsmen which painstakingly create one-of-a-kind jewellery adornments, YEPREM has delighted an international clientele and celebrities: Madonna, Rihanna, Adriana Lima, Lady Gaga and the likes.
According to YEPREM, jewellery is more than just a status symbol. Bringing together a wealth of know-how, a heritage creativity, an impeccable sense of originality, YEPREM designs contemporary items for every moment in a women’s life, creating a signature style that offers elegance and uniqueness for every occassion.
In our exclusive interview with Virna Chakardemian-Creative Director of YEPREM, you will find out more about the unique world of YEPREM Jewellery.
L.C. Tell us about your childhood and how you knew you wanted to be a jewellery designer?
V.C. Growing up I have always had a vision for creative beauty. I initially majored in Interior Architecture, but my fiery passion for jewelry and creativity led me to pursue a degree in Jewellery design.
L.C. How has the brand direction differed since it started?
V.C. The brand was founded 50 years ago in 1964 by my father Yeprem Chakardemian. He always had a vision for distinctive jewellery.
The business revolutionized when my brothers and I, the second generation joined and YEPREM’s designs took on an even more creative turn and became a trendsetter internationally; John Chakardemian as a Managing Director, Loutfic Chakardemian who implements the design and the vision of the jewellery and I as Creative Director.
L.C. What are your sources of inspiration for creating high end jewellery items?
V.C. Our inspiration is the natural beauty of empowering women. The products are a blend of creativity and refinement, which aim at enriching the individual expression of influential women all over the world.
L.C. Describe your design style and approach.
V.C. YEPREM’s timeless value emerges from a well-grounded history and expertise in jewellery craftsmanship. Integral to YEPREM’s designs is wearability and comfort. Many of the styles are made in order to ensure the best fit and feature complicated movements and hinges, so they’re worn well on the body. And even though many of the pieces are decked out in diamonds, they are still sophisticated and elegant.
L.C. What are the three most important factors you note when designing a new piece?
V.C. Innovative, Revolutionary and Unique.
YEPREM elements are the creation of remarkable fluid jewels which sculpt the fingers, necks, shoulders and hands completing the silhouette of the daring self-confident women.
L.C. Do you have to make many alterations during the creative process?
V.C. Yes, we often have to make alterations during the creative process as we sculpt our jewellery around the hands and ears of a woman. As is the case with many drawings, when brought to life, we have to take into consideration the engineering and wearability aspects and apply it on the design.
L.C. You use various cuts of diamonds in your jewels, especially marquise. Is it your favourite cut? Why?
V.C. Our philosophy is to create jewelry that is a blend of elegance and modernism. We took the marquise cut which embodies classic elegance and modernized it in our creative designs.
L.C. What kind of women do you create jewellery for?
V.C. The self-confident, daring and elegant woman. We create jewelry which can be worn upon several occasions and suited to different cultures and fashion styles.
L.C. Your one-of-a-kind masterpieces were worn by such celebrities like Jennifer Lopez, Madonna, Rihanna, Adriana Lima. How did it contribute to the success of your brand?
V.C. We reached Hollywood through hard work and determination. We created a jewelry that stood out from the rest of the jewelry and attracted the stars.
L.C. Your exceptional pieces are showcased at TSUM –famous department store in the very center of Moscow. How did the idea of collaborating come about? How do you see the development of your brand in the Russian market?
V.C. Our goal is to have a flagship store in all countries across the globe, by being a World-class recognized brand.
Moscow was an entirely new market for us; however it was exhilarating to see that we have created jewelry which is suited to different cultures and fashion styles.
14 September 2015/Lusine Chilingarian
Photo Courtesy of YEPREM Jewellery