AIRYN TANU

INDONESIA

Marilyn Monroe sang it, but Airyn Tanu brought to life the idea that diamonds really are a girl’s best friend. Airyn’s prodigious jewellery career began when she started selling handmade necklaces and earrings in Perth, where her love for diamonds grew daily during her four years of university. Passion Jewelry and Passion Privé, the diamond-focused jewellery brands she later founded, now have nine boutiques around her native Indonesia. “Getting here wasn’t easy,” says Airyn, the brands’ COO. “I’d tell young brands that, first of all, you have to be very creative and not just follow others. Also, persistence— we work very hard but it pays off. I will also always ensure our pieces are unique because jewellery is like art; it needs to say something individual.” Given Airyn’s love of jewellery, it’s no surprise that her clothes feature clean lines and a simple colour palette that allow her gems to dazzle. “I think elegance is about balance. If you have simple earrings, you can wear a big necklace. But if you have big earrings, that’s all you need. And if you wear a glam dress with crystals on it, you just wear maybe a ring. Less is always more.”