Prestige Promenade pearls and sweets
Issue link: http://www.epageflip.net/i/307893
16 W W W.thejeWelrybook.CoM 17 W W W.thejeWelrybook.CoM c o n t e n t s y o k o d e s i g n e r Yo ko b r i n g s f a s h i o n - f o r w a r d p e a r l d e s i g n s t o t h e U . S . By Brooke Conner Sevenau "The pearl is the queen of gems and the gem of queens." – Anonymous Nobody knows this better than Yoko London and its CEO Michael Hakimian whose family has been in the jewelry business since 1740. Today their designs are coveted by royalty and savvy, sophisticated fashionistas around the globe. An exciting newcomer to the American market, London-based Yoko – with a thriving international brand since 1973 – is turning their focused attention to the U.S. luxury sector. "Our family has been in the jewelry business for nearly 300 years," says Hakimian. "But we are the 'new kids' in America." If their fashion-forward approach to fine pearl jewelry and their unique pairing of classic with cool is any indica- tion, parent company Euro Pearls and its premium line Yoko won't be the new kids for long. Their trajectory places them steadily at the forefront of U.S. trends. Recipients of the 2014 JCK Jeweler's Choice Award and honored by London's Victoria and Albert Museum as an exemplary designer in the recent exhibition about the world history of pearls, Yoko is also receiving acclaim on the red carpet and in the editorial fashion world. "The DNA of our brand is about using the finest quality, most unique colors and largest pearls in the world," says Hakimian. "We then pair this with a fashion sensibility that is for the hip, edgy and young at heart. These are not your grandmother's pearls." Yoko is the ideal fit for exclusive retailers offering jewelry to collectors, clients with high net worth, and discerning, couture-obsessed shoppers with the desire for uniqueness. "We design for people who appreciate that luxury is more than simply being expensive," says Hakimian. "It needs to be unique, tell a story, be very individual." And that is exactly where Yoko comes in. Designed for the woman who wants to regularly wear fine, luxury jewelry with a causal and chic flair, Yoko cap- tures the essence of classic style and on-trend versatility. "The latest pieces are designed to be worn as an accessory to a woman's fashion look." Yoko's new collection will debut at the Couture and JCK Las Vegas shows at the end of May 2014. www.yokolondon.com A Pearl in the Crown