Ev­er­last­ing beauty

Forever­mark in­tro­duces new styles to the Endlea jew­ellery collection.

The Star Malaysia - Star2 - - Trends - By BERVIN CHEONG star2@thes­tar.com.my

A TRUE cel­e­bra­tion of ev­er­last­ing beauty, the Endlea is a beau­ti­fully crafted se­lec­tion of di­a­mond jew­ellery de­signed as an ode to the most im­por­tant mo­ments in life.

New from the collection are fresh yet time­less de­signs. They of­fer a younger aes­thetic, but still em­body the sig­na­ture “for­ever” mo­tif in­spired by an el­e­gant rib­bon bow.

“It sig­ni­fies good luck and for­tune. There is this move­ment of in­ter­lac­ing rib­bons, which cre­ates a sense of con­ti­nu­ity,” ex­plains Forever­mark’s head of new prod­uct de­vel­op­ment, Fed­er­ica Im­pe­ri­ali.

“The Endlea collection has wide range. You have the bridal de­signs with clas­sic en­gage­ment rings. Then there are red car­pet pieces, which play around with more vol­u­met­ric sil­hou­ettes.”

Ac­cord­ing to Im­pe­ri­ali, the ex­ten­sion is driven by two fac­tors. It presents a fresh take on jew­ellery, yet ad­her­ing to well-recog­nised key el­e­ments such as the iconic Endlea mo­tif.

“There’s this high­light of a style that’s very clas­sic, el­e­gant and pre­cious. But at the same time, you have this sense or feel of a younger range when it comes to jew­ellery,” she states.

The new styles in­clude rings, pen­dants and bracelets de­signed with a fash­ion-for­ward, con­tem­po­rary spin, per­fect for mix-and­match­ing or to be worn alone as an el­e­gant state­ment.

Forever­mark has also in­tro­duced ban­gles for the first time, rein­ter­pret­ing the “for­ever” mo­tif into a mod­ern icon with its sub­tle in­te­gra­tion into the Forever­mark di­a­mond set­ting.

De­signed in Forever­mark’s de­sign and in­no­va­tion cen­tre in Mi­lan, the Endlea collection epit­o­mises the brand’s ded­i­ca­tion to ex­quis­ite crafts­man­ship and pure in­tegrity.

“The name came from the word ‘end­less’. We just gave it a more fem­i­nine touch,” Im­pe­ri­ali points out, adding, “Of course, the main rea­son be­hind its cre­ation is to cel­e­brate the ‘for­ever’.”

“Work­ing at the cen­tre in Mi­lan means ev­ery day is dif­fer­ent. The of­fice caters to all the dif­fer­ent mar­kets in the world. So there’s al­ways some­thing new to do, some­thing dif­fer­ent.”

When asked about fore­cast­ing jew­ellery trends, Im­pe­ri­ali says that it is not the same or as straight­for­ward com­pared to fash­ion. She does not con­sider trends as some­thing fleet­ing.

“We can’t have a prod­uct that only lasts six months. A di­a­mond is sup­posed to last for­ever, af­ter all. The idea holds true for the jew­ellery that car­ries the stones,” she notes.

Forever­mark is a di­a­mond brand from The De Beers Group of com­pa­nies. In Malaysia, it re­tails ex­clu­sively at DeGem and Di­a­mond & Plat­inum out­lets.

Based in Mi­lan, Im­pe­ri­ali heads the new prod­uct de­vel­op­ment divi­sion for Forever­mark. — LOW LAY PHON/The Star

— Forever­mark

Forever­mark Endlea neck­lace, soli­taire ring and ban­gle.

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