JNA Awards 2012 Jewellery Industry Best Practices

51 JNA AWARDS 2012 Design talent Dezen means “design” in Croatian and Shah’s design-oriented statement pieces echo this mantra. “L’Dezen Jewellery’s creative vision is to produce one-of-a-kind handmade jewellery pieces. Our brand doesn’t follow trends. We create designs according to our own perception and perspective. As a young designer with fresh ideas, I know I have something new to offer already,” Shah explained. She added: “I work with natural stones such as sliced and rose-cut diamonds to create unusual shapes that showcase the stones in their raw beauty. You can see an influence of my knowledge in architecture in my jewellery pieces since the designs tend to be three-dimensional.” Overseeing L’Dezen Jewellery’s main office in Hong Kong and the company’s factory in Guangdong, China, Shah has a clear vision of what jewellery pieces to create and how the brand should develop. “Jewellery items should not only be luxurious, but also fun to wear. They should make the wearer feel like a million dollars, which is exactly what our red-carpet-ready collections offer. Our jewellery pieces allow the wearers to stand out among the rest.” Making a mark L’Dezen Jewellery produces statement jewellery pieces using diamonds and a variety of other materials including pearls, rubies, emeralds and sapphires in 18-karat gold. It currently has five collections namely Violetta, Fierce, Venom, Puri De Cuore and Chandonne. Since the brand’s launch last year, these pieces have graced trade shows in major cities around the world including Dubai, Hong Kong, Istanbul, Mumbai, New York, Vicenza and Sharjah. “L’Dezen Jewellery is a brand that is literally growing every day, and we are constantly looking to make a mark in the industry by creating never-before-seen pieces,” Shah said. Shah sees her nomination at the JNA Awards as a great recognition for her efforts. “Being passionate in what you do is important. Your passion and knowledge can be applied on a day-to-day basis to make you a better person and leader,” she said. Payal Shah, founder and director of L’Dezen Jewellery 1 2 3 4 1. 18-karat gold ‘Provocante’ black diamond bracelet from the Venom Collection 2. 18-karat gold ‘Beau’ diamond ring from the Violetta Collection 3. 18-karat gold ‘Pé Talo’ diamond earrings from the Puri Di Cuore Collection 4. 18-karat gold ‘Burj’ diamond ring from the Chandonne Collection