Valani believes in the power of colored gemstone jewelry as a medium to express the individuality of the women wearing them. I wanted to make this line her ‘go-to’ jewelry – for both special occasions and for every day wear.
NEW YORK (PRWEB) February 07, 2018
Valani launches direct-to-consumer e-commerce site focused on minimalist, precious colored gemstone jewelry. Creative Director, Heena Shah, states, “Valani believes in the power of colored gemstone jewelry as a medium to express the individuality of the women wearing them. I wanted to make this line her ‘go-to’ jewelry – for both special occasions and for every day wear.”
Valani is the first site to cater to a growing segment of socially conscious and self-gifting women who are shunning traditional diamonds in favor of something unique and distinctive. Shah continues, “These forward-thinking, working women find the current offering of designer diamond jewelry outdated and out of touch with their own lifestyles - they are part of the reason that diamond sales are suffering due to falling demand.” Increasingly, as seen on recent celebrities and royalty, young couples are breaking tradition to look for colored gemstones for engagement and wedding rings.
Most jewelry industry experts agree that the colored gemstone sector will continue booming. While diamonds are facing threats from synthetics and lab grown material, precious gemstones have continued to be desired as a natural product. Except for colored diamonds, rubies have been some of the rarest and most expensive gemstones at major auctions around the world.
“A deliberate form and a vibrant gemstone can say something and say it well, but it takes work. The form has to be refined, it’s got to be the right stone, the right color, and not just from the right place—but the right people,” says Ms. Shah.
Change and brilliance are the two essential concepts in Valani’s jewelry. “So much of my mood is affected by the rays of light and how they change throughout the day,” says Shah, thinking of how her background in sculpture informs her designs. Valani’s jewelry verges on the architectural but still conveys nuance. With bold facets and sharp angles, each piece in this debut collection takes advantage of the way falling light creates distinct effects over the course of a day, creating movement and variety in the jewelry that speaks to grace and sophistication, refinement and ambition, power and elegance. Valani’s jewelry works to reflect today’s woman in her infinite diversity as she strives for excellence in any situation.
ABOUT HEENA CHHEDA SHAH
Valani Co-Founder and Creative Director Heena Chheda Shah is the youngest jewelry designer to have won prestigious AGTA Spectrum, Platinum Guild, and Women’s Jewelry Association Awards three years in a row. She has trained at the Gemological Institute of America and has a background in industrial engineering, having worked at Michelin in Lyon, France, Google in San Francisco, and as a consultant in New York City.
Based in New York, Valani sells 18 Karat gold jewelry set with rubies, emeralds, sapphires and pearls sourced directly from mining centers in Brazil, Colombia, Zambia, Mozambique and Japan. Following the traditions of craftsmanship perfected by generations of Italian goldsmiths, the results are masterfully executed pieces that combine a heritage of artistry and striking design.