The value and the corresponding markup on this type of ewelry is in the design, and more and more clients now appreciate this as a luxury worth paying for. “I think there is a niche clientele who believe more and more that a piece of ewelry is not only the price of its materials,” observes Lebanese eweler Selim Mouzannar. “Before, [clients] didn’t believe in something untouchable like creativity and considered the prices of [such] ewelry expensive. But now they believe it deserves the price — they believe in our creativity,” he says.
oming from a long line of successful ewelers and founder of one of Lebanon’s most prominent brands with international success, Mouzannar says one of the things that marks his brand is that he always stays true to his own taste and designs only things he likes. Trends come and go but he doesn’t ump on every bandwagon, designing what he believes in. Innovation is also an important factor, though he admits there is only so much innovation you can have, and it’s di icult to reinvent the wheel in ewelry. “ e are seven billion people on earth and all alike. e don’t create, we modify things we see,” he says.
He has won awards for his pieces, his work has shown up on the red carpet starlets, and he sells at boutiques in Europe, the US and the Middle East. One of his latest collections features an enamel technique that he was rst introduced to as a child in boy scouts. He recently sent cra smen for training and installed a special atelier for this, launching a line that combines the lacquered-looking technique with diamonds and precious stones for a unique look that is both beautiful, regionally signi cant, and uncommon, all the while staying true to a very distinct character that is visible across all his collections.