DIAMONDS ARE FOREVER
Valerie Messika is challenging jewellery-making traditions with her contemporary eye for unique designs that are as exquisite as they are precious
The jewellery industry has a lot of tradition and history that can be hard to rival, but Messika is doing just that.
Founded by Valerie Messika 15 years ago, her contemporary approach to working purely with diamonds has disrupted, and in a way, woken up the jewellery realm to new and contemporary ways of creating adornment, that women can feel confident and special wearing. Growing up surrounded by diamonds thanks to her father, Valerie was keen to create a brand that catered beyond the classic engagement rings, and offered women something they can gift themselves. For such a young brand, she has grown a loyal client base including A-list fans such as Beyoncé and Gigi Hadid, with whom she designed two collections.
How exactly did Messika break the traditional mould of jewellery-making, and what does the future hold for this sparking Maison? We find out below.
What pieces can we look forward to discovering in the Dubai boutique? I presented Gigi Hadid’s
second collection called My Soul that I did with her. We started two years ago with the Move Addiction, which is an interpretation of the Move because I was celebrating my 10th anniversary. For this new collection it was mainly her inspiration and more about bohemia. It’s her Palestinian roots, and it reminds her of her origins. She was obsessed with bracelets and chokers.
Which collection do you feel does well here and why? The Move collection where
the diamonds are moving. This is the iconic collection because it’s recognisable and it’s a symbol of love with three diamonds that are moving which symbolise “I love you yesterday, today and tomorrow“. You can mix in match within this collection and it’s for all generations.
Art, but
Where do you seek inspiration?
mainly fashion and also women. I love to see the way women behave, the way they mix the clothes, so I catch all the details in my daily life and then I mix it in my brand and try to interpret it in my own way.
April is our ‘muse issue’ – who is your muse?
I have a really special relationship with Beyoncé – she loves the brand – and for me she’s very iconic and the way she loved our jewellery touched my soul and heart so much. She selected pieces so many times and she can afford any brand, but she chose ours. Six years ago when she lived in Paris at the Le Royal Monceau hotel, she asked her stylist to call us to see our jewellery and I couldn't believe it. I thought it was a joke, but it was real. She fell in love with the ring and I took the risk and let her keep it. Two days later she was at the Louvre Museum with her husband and daughter and she was wearing the ring as she was pointing at the Mona Lisa. For me, it was a shock and she didn’t mention it was a Messika but it started something very huge for us and everybody picked up the news when we sent out the press release. Six years later she was in Paris again and selected a high jewellery piece worth over €1 million for a photoshoot. Her stylist told us that we couldn't send our bodyguard with the jewellery. But, not sending the bodyguard meant the jewellery wasn't insured. So, I called my dad and asked him what to do. He told me ‘go, I take the responsibility’. We gave her the piece and received it back the next day. After she said, ‘you will have a nice surprise, you’ve been selected’ because sometimes pieces are selected
but not used." Two weeks later, it was a Sunday morning, and I opened my phone and I received lots of WhatsApps with a picture of Beyoncé in the Louvre museum with her husband wearing my high jewellery pieces. I cried, I was so emotional, it’s really amazing. I can’t say how grateful I am for what she’s done for the brand. I take the risk, and I get so much in return.
Why did you choose Gigi Hadid to front some of your collections? She embodies
fashion and I love fashion. When I launched the brand 15 years ago, the diamond industry was very traditional with only engagement rings. I was born into diamonds through my dad, it was playful to me.
Tell us more about the early days of Messika.
My dad used to come home with the stones and make a quiz for me asking me which stone I prefer and why. When I joined his business I told him that there is something in creating a jewellery brand exclusively based around diamonds which can be cool, modern, contemporary, that women can afford for themselves and they can mix and match. I had this impression that there was an empty space in this big industry and now 15 years later I’m so happy and proud that we sensed that. Now the industry has changed a lot, even the more traditional brands are looking at trends and try to bring this cool attitude to a very traditional industry. Which collection are you most proud of and why? The Skinny. It took me so long to find something so strong, but delicate at the same time. Its from 2007 and its still modern and cool and summarises the spirit of the brand.
You work with a lot of precious materials, but what is precious to you? Of course, my
daughters are the most precious. But, in terms of diamonds, the precious elements come from the way you respect the diamonds. I respect the way I’m doing it. For me, it’s my tribute to diamonds. I’m here to put the diamond on your skin and make you feel more comfortable, and to create your style and attitude. It’s not to show how much money you have, but to show your confidence. What should we consider when styling jewellery today? I try to always be playful with the jewellery. I love to mix and match and I love to mix earrings, I like the asymmetric look. Here in the Middle East they love stacking bracelets and they create their own stacking. I think the next big thing will be stacking earrings because women are piercing a lot. I love the pinky rings too and chokers, they are doing very well in Messika.
Who would you love to see wear your jewellery? So many women. I love Kristen
Stewart, I find her so cool and one day she wore my jewellery at the Cannes Film Festival.
What has growing your own business taught you about yourself? When I was younger, I
was not the woman all the girls followed and I discovered in myself this ability to make people believe in my project. You have to have this spirit in this industry.
The most valuable lesson you’d like to pass on to aspiring designers? Exactly the same
advice my father gave me 15 years ago – ‘find your style, find your inspiration that is different from others and the moment you catch this keep going with that. Always stay focused on the very first moment of why you did it’.
Is this passion for doing what you love something you want to pass on to your daughters? My girls came with me on this trip
and they saw me give autographs in Maison Assouline. They saw their mum and they were so proud and I think that influenced them. I don’t know if they will follow, I don’t know if this is their role, but I want to transmit to them that energy of when you’re passionate and you believe in your passion, you get stronger.
What can we expect from you in the future?
For me it’s always to re-invent the Move. Trying to find a new look for this iconic collection as it was one of the very first ones.