A jewellery piece designed and manufactured in Greece is highly discernible: Regal in appearance and steeped in antiquity yet stylish and inventive.

In a talk with JNA, Demetra Lalaounis of fine jewellery brand Lalaounis attributed this distinct appeal of Greek-made jewellery to her country’s rich tradition – a constant source of inspiration to many artisans – and to Greeks’ penchant for perfection.

A fourth-generation jeweller, Demetra is one of the four daughters of renowned jewellery maker, artist and academician Ilias Lalaounis who helped revolutionise Greece’s jewellery industry through his progressive designs and ideologies. He founded his titular company in the 1960s.

Half a century later, Lalaounis continues to redefine fine jewellery through innovative interpretations of history and art, with Demetra and her sisters at the helm.

The company now has 45 collections, which are regularly updated and introduced at international trade shows. A new collection is also launched every year.

“Our jewellery may be inspired by the past, but it is made to always reflect the contemporary feel of the times,” noted Demetra. “We create classics. The piece may look modern now, but it can still be worn 10 to 15 years later.”

Lalaounis has a strong customer base in Europe, Asia and the US. It mainly offers jewellery pieces in 18-karat and 22-karat yellow gold but a few white and rose gold jewellery that are lighter and have a younger appeal are making their way to its product portfolios.

In 2019, the brand introduced its Epirus collection, which drew inspiration from traditional clothing, art and other personal effects that originated from the mountainous region of Epirus in northwestern Greece.

Gold, the star of the collection, is rendered in various techniques and juxtaposed with turquoise stones as well as rubies, sapphires and emeralds with diamond accents.

“The jewellery pieces are also flexible and movable. It’s very elegant when you wear a pair of earrings or a ring and it moves with you,” revealed Demetra. “We’ll develop this collection further.”

The pieces sell for €400 (around US$435) to €500 (around US$540) at retail. Majority of the goods however fall within the €500 to €5,000 (around US$5,400) price range while big-ticket items can cost around €30,000 (around US$32,600) and up.

The fact that Lalaounis is a family business adds a dose of sentimentality and authenticity to its jewellery. A mother who wants to give her daughter her first fine jewellery piece would often opt for Lalaounis. The daughter would then purchase items for herself or as a gift and so on. This is how loyalty is built among its clientele.

A niche product, Lalaounis jewellery is more than just generic gold pieces – these are carefully curated collections that celebrate Greece’s vibrant culture and the unique artistry of its people with a cutting-edge twist, noted Demetra.

Its customers, traversing three continents, are largely travel enthusiasts with an eye for exquisite workmanship in fashion, the arts or architecture, among others. Asians, Europeans and Americans also gravitate towards diverse choices when it comes to style and design.

US buyers, for instance, are highly educated, discerning consumers who take into account craftsmanship, while yellow gold and designs inspired by tradition appeal most to Asians, particularly from China, Japan and Hong Kong.

“Every piece of jewellery has a story to tell – that is our mantra. We create jewellery with a soul,” remarked Demetra. “The jewellery piece reflects your personality. We encourage you to make it your own. We want the piece to make you look your best.”

Moving forward, Lalaounis wants to further navigate the digital world to expand its customer base. Banking on its solid brand identity and DNA, the company is bent on building its social media presence through platforms such as Instagram and Facebook.

Given today’s highly interconnected society, maximising the use of the Internet and social media channels, in combination with integrated offline marketing and promotion initiatives, is the fastest way to reach a wide range of audiences.

“It’s amazing how these platforms work. Buyers see a post or a photo of a jewellery piece they like and they get in touch with us. It’s a very instant relationship,” stated Demetra. “Our response is also quicker. It’s important to be able to accommodate your clients as fast as possible.”