You’d be forgiven for thinking that jewellery littered with diamonds might be reserved for only the most elegant dressers. You’d be wrong. At Audrey Savransky’s brand AS29, when it comes to diamonds, the result is rather more rock’n’roll.
Savransky comes from a family of diamond dealers, and now she’s reworking the classic stone as something that works for women who like a little more edge in their accessories closet. Cool, attitude-laden rings, necklaces and earrings have garnered a stylish legion of A-list fans – Beyoncé loves the designs – who crave the striking and playful appeal of a brand that doesn’t take itself too seriously, but won’t compromise on quality.
With the AS29 pop-up now open in Harbour City (it’s there until the end of August), we got hold of Savransky for a quick chat on why women need a little AS29 in their lives, and how best to work the dramatic designs into your wardrobe.
First things first, what sets AS29 apart from other jewellery brands?
I think it’s partly the experience of buying jewellery at our pop-up, the designs, and, of course, the quality of our jewellery.
Our pop-up’s inspiration was an old American Diner; I love the idea of consuming diamonds. Our pieces are treats after all – not forgetting that many any of our pieces are food inspired, including ice-cream and cupcakes pendants, and we’re even coming out with a burger soon!
It’s unconventional, but a lot of fun for people to come browse our displays, sit at our counter and ‘consume’ their diamond treats.
If we could have only one style from AS29 latest collection, what should it be?
Definitely one of our 18k rose-gold and diamond pendants. My favourite is probably the cherries; it’s just adorable and effortless to wear every day.
Solo or stacked – how should jewellery be worn?
Stacked. Regardless of whether it’s one of our edgier modern designs, or one of our beautiful feminine pavé flower rings. You can start with one AS29 piece, a simple look for day, then add – and keep adding! – until you end up with a beautiful bouquet of diamond and sapphire flowers on your fingers, or a daring black gold and diamond look for the evening.
When it comes to purchasing a piece, is it give as a gift or treat yourself?
Both, any, either! I think that buying jewellery for a loved one will never stop. I believe our designs do lend themselves to sentimentality and symbolic gestures. We often have mothers and daughters coming in to buy matching necklaces, bracelets or rings; or groups of friends buying all the same number pendant. I guess it’s the friendship-bracelet equivalent for the modern adult woman!
Heritage or innovation in design. What’s most important to you?
I would say I’m an innovative designer; I love to design for the present and to experiment with new ways of wearing and adorning yourself with jewellery. Earrings don’t just have to dangle anymore; they can ‘crawl’ up your ears. And, rings are no longer exclusively for one finger!
That said, I do come from four generations of diamond dealers on my mother’s side and three generations on my father’s side. Diamonds, jewellery: it’s in my blood. That heritage, the knowledge and experience, is always present in my work. Quality is everything.