Look Book

22 W W W.THEJEWELRYBOOK.COM T I R I S I J E W E L R Y I N T E R V I E W What was the inception of Tirisi Moda? Tirisi Moda was born in November 2009 when my husband Julian and I were driving. We decided we needed a new brand to fi ll the prime position Baselworld had given us for the Baselworld show in March 2010. With the kids in the backseat of the car we dreamt up the line…the price points, the displays, the packaging and even the booth. Everything was fi nished by March—just in time for Baselworld 2010! We opened over 70 premium shops worldwide at that show alone and delivered a few weeks later perfectly on time. Tirisi has a strong global presence and stylish allure – successfully integrating fi ne jewelry with fashion accessories. What do you think gives the brand such universal appeal? This strong connection between jewelry and fashion comes from the fact that Julian and I immerse ourselves in fashion. It's in our DNA. We also notice detail in everything we encounter hence it's easy for us to fi nd new ideas and designs continuously. Also the brand is very girlie and super exciting. Remember our slogan: "Born on the catwalk. Worn in the city." It says it all! How and why do you think the blend of Tirisi Moda collections works so well? The range of color and mate- rials we use allows women to create their own unique look. Women worldwide respond to our designs and build their own collections. For example, the denim jean under rock crystal we created for Basel 2011 was a little daring. It was an industry fi rst but also functional – every woman has a pair of jeans so it seemed logical to create a line of serious denim jewelry. This line has been unbelievably popular! What was the fi rst product for Tirisi Moda? The hand stitched leather bracelets with the iconic knot. These supple leather bracelets feel wonderful on the arm and can be dressed up with gorgeous charms. Many women mix and match their charms with several different colors and styles of bracelets for an infi nite mix of looks. Describe the design inspirations behind Tirisi Moda. It's a girl's world out there and that is what I am. I design for myself and I'm every woman. We design for the fash- ionista who lives and breathes jewelry. We intentionally targeted high-end stores who cater to this type of clien- tele – the customer who dares to be different and is not confi ned to old-world jewelry. Any woman who dares to be herself. Today jewelry is all about mix and match – at any price point. We simply saw this trend earlier and brought our European taste and eye for great fashion that is both girlie and luxurious. Yesterday we opened a beautiful store in Saint Petersburg Russia. Tirisi Moda, Tirisi Jewelry and Tirisi Accessories are the fl agship brand for the boutique. Later in the month we will do the same in Abu Dhabi. Different nations, different languages but the same feminine fashion sense. Tell us about the Tirisa Moda collections. All of our lines are created to be mixed and matched so each collection is an extension of the other. If we feel a new design might not fi t this criteria, we reject the project. Do you have a favorite collection or piece? Yes, my fi rst Moda leather bracelet combined with a Milano extra large charm and a chunky 18k gold chain. The combination of soft sensuous leather and a gold charm dangling elegantly against the studded charms makes me feel different and not conventional. I'm stopped almost daily when I wear it – people want to know what it is and where I bought it. It's truly a showstopper. Tirisi Jewelry Q & A WITH DESIGNER NATASCHA ZUCHOUWSKI

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