Look Book

30 www.thejewelrybook.com VA N C R A E Y N E S T D E S I G N E R P R O F I L E The story continues in 2011 with the acquisition of Van Craeynest by Paul Emerson II. After years of selling the brand in his own retail store, Emerson & Farrar, Paul understood the legacy of the historic jewelry manufacturer and the value of its story. With lifts and cranes, a 100-year-old elevator and several trucks, Van Craeynest's original home on 657 Mission Street in San Francisco was relocated to downtown Redlands where it remains today. As any successful brand acquisition goes, the transition wasn't complete without the passing on of valuable traditions. Current Van Craeynest Master Jeweler and son of Paul II, Paul Emerson III, apprenticed under Larry Van Craeynest to learn the techniques of die-striking, tool making, carving, piercing and chasing. One second-gen- eration jeweler learned from another, carefully passing down the original tools and techniques. Woven throughout the Van Craeynest story is something that demonstrates staying power: building connection through craftsmanship. Many of the techniques used to create Van Craeynest pieces are long-lost in the high volume of modern manufacturing. One could estimate that 15 rings could be made in the time that it takes to make one Van Craeynest ring. Every piece is com- posed of a myriad of human touches–it doesn't come out of a 3D printer, it isn't created in CAD and it can't be mass- produced. It takes more time to do it the Van Craeynest way; yet, this labor-inten- sive approach to making jewelry contin- ues to be passed down as an art form. There will always be a market for those who value one-of-a-kind craftsmanship. It's this commitment to quality and the longstanding traditions of the brand that allow consumers to connect with the Van Craeynest story. How better to relate to a brand than to truly under- stand it? Videos of the manufacturing process, live tours of the factory and education about the making of each piece offer insight into a part of jewelry that consumers don't often get to experience. A tactile understanding of the craft unearths another intimate layer of what it means to own a piece of fi ne jewelry. Retailers can then recreate this experience within their stores, using education and storytelling to create a connection between past and present, and between piece and person. Jewelry becomes art and consumers become collectors; and Van Craeynest offers collectors the distinct experience of owning modern heirlooms from the Art Deco and Art Nouveau eras. What's your brand doing that's unlike others? What sets you apart? These are essential questions to begin with, even if you started long ago. Van Craeynest happens to be doing things the same way that they've done for years: using a vintage process, dies, tools and training, but utilizing them in present day. This "new vintage" al- lows a time-tested process to create new things, with boundless opportu- nities for unrepeatable pieces and de- signs. In the seven years since Emer- son & Farrar acquired the company, many designs are yet to be produced and certain dies have only been pro- duced in very limited quantities. It's a wonder to think that a piece of jewel- ry may be one-of-a-kind–brand new, yet made from something created by the hands of an artisan years ago. Stories like this can't be contrived–and some brands are luckier than others when it comes to heritage–but every brand's story can strive to be consistent, meaningful and full of human connec- tion. As intimate as something that you'd wear against your skin, stories are personal and lasting; shouldn't the experience of jewelry be too? The Van Craeynest factory lives behind the Emerson & Farrar Fine Jewelry storefront in Redlands, California. For more information visit www.emersonandfarrar.com. There will always be a market for those who value one-of-a-kind craftsmanship.

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