31 Jul 2021
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"The world is changing and evolving everyday and jewellery must do the same"
Laura Bicego of Italian jewellery brand Nanis talks about a piece of jewel being an anchor, a symbol and a companion that never betrays you
By: Diamond World News Service
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Jul 1 2021 2:47PM
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Reference: 25691  

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I believe that jewellery has became much more than the status symbol that it used to be. Now it is finally shifting to a more personal and intimate pleasure. Jewellery is a very special and poetic language that you can use to say important and sometimes uncommon things about and to yourself, and the pandemic has helped a lot in this important understanding. 

Incidentally Italy was one of the first countries in the world to be affected badly by the Covid19 virus so much so that on January 31, 2020 their government had to declare a nation-wide health emergency and suspend all international flights completely.

Post-pandemic, world over, people have experienced transformation in their way of life, their habits and their needs. For many the shift has been forced upon by changes in their socio-economic and personal health conditions.For some businesses the shift has been quite radical.There is no area of life and work that has not been affected.

According to Laura Bicego, “Among all these changes, the most significant perhaps is the “digitalization” of our lives. A majority of the activities that we used to do offline can now be done online: from doing grocery to buying jewellery. The inaction that has set in because of the several lockdowns imposed as a result of the pandemic have been outdone by the speed of our “online life” and this has transformed us.”

Impact on creativity

Eventually, creativity which is integral to every activity of human life – be it designing diamond jewellery or artifacts or even doing the most mundane jobs of life have changed. This change is visible and tangible and also affects output and products which would be included in our lives in the years to come.

Therefore the inputs which have emerged out of this flux are indeed worth analysing. Abstract is in – in many cases as people are living indoors and the confinement has brought about a change in their perception as well. It is through abstract that many are trying to forge ahead into creating new concepts and designs for jewellery as well.

Says Bicego, “Sometimes the need to connect with other human beings which has been curbed due to the restrictions imposed on each one of us is so pressing that it affects range of jewellery that is being produced. Researching means…living. Living fully, experiencing, seeing things from different perspectives, and then trying to combine creativity with the outer world.”



Transformation in jewellery design

Bicego believes that jewellery needs of consumers has changed as well – more of neckpieces, earrings and bracelets are in demand. Women are looking for statement pieces – which are subtly conspicuous and yet bold in a different way. They do not want to wear heavy traditional jewellery to an online meeting or a web session. They would rather prefer easy to handle, fashionable pieces which will covertly assert their power and enhance their look.

Nature, geometric designs and florals are in – at the same time the need to fulfill the requirements of consumers is paramount.

Everything is changing and evolving fast, and the jewellery is now more than ever a must have in creating and defining the look (and personality) of people. Current trends are the most varied, from chains, till more minimal jewels, perfect to create an original look full of different elements. Stackable jewellery is also a trend that becoming popular in a huge variety of rings not only in gold but also with rare natural stones, that are amazing when worn all together.

“Designs have to let women express freely and most of all them have to make their eyes shine when they wear them. Think about a necklace that is at once: soft, elegant, woven along a delicate string of gold boules that can be worn in so many different ways! Conservative, transgressive, elegant or casual: the possibilities are endless, and they change depending on the woman who wears it, her look, her mood, what she wants to express. This is contemporary luxury,” says Bicego.

The most important trend that is rooted in Nanis DNA since day one: versatility. World is changing and evolving everyday and jewellery must do the same.

Present day needs and solutions

Jewellery has to symbolize meanings of hope and optimism more so in the current context. After the pandemic we will no longer have the desire to buy jewellery, but the need to do it. The jewel is an anchor, a symbol, a companion that never betrays you, that you miss if it is not with you, it is a memory or the memory itself and these hard times have made us realise how we need all of it.

Bicego says, “This pandemic has really showed us how important and symbolic a jewel is and how it can really express one’s personality, no matter if we’re staying at home or going out with our friends. Jewelleryhas become much more than the status symbol that it used to be. Now it is finally shifting to a more personal and intimate pleasure. Nothing more than a jewel can make women feel good and beautiful.”

Owing to the pandemic we all have increased a lot our social media presence, trying to create content capable of showing the real soul of our brand. “Furthermore, we’ve also turned part of our headquarters into a sort of…tv studio! The way of doing meetings, getting in touch with customers, presenting the new collections has completely changed! We now do all these things digitally. So also, contemporary jewellery has evolved to meet these requirements,” she adds.

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