The power of design is a preeminent attribute of Jewellery Theatre for its strong brand awareness. The mastery-handcrafted surface, the mysterious glimmer of blackened metal, the delicate openwork, the sumptuous use of pavé-set precious gemstones, the flat-end design for rings, and the substantial look-and-feel, give audience a direct association to the name of the brand.
“Jewellery Theatre’s master craftsmen do not simply make beautiful objects, they sculpt a new reality, creating their own unique world,” said Maria Nikolaenko, marketing manager of Jewellery Theatre.
At Jewellery Theatre visitors become spectators, before them theatrical pieces are played out on stage. That is the atmosphere the brand carefully creates. “The enchanted spectator often becomes a player in the show, participating in the creation of a piece of jewellery, choosing the stones and devising a motif and background for the creation of the jeweller’s art that is taking shape.
“Like a movable theatre, each collection is a whole world in itself and each piece a whole story,” Nikolaenko elaborated. Launched in 1998 in Moscow, Jewellery Theatre has astonished the world by its quality and unusual jewellery creations which are appreciated as a synthesis of various types of art, ornamental, handcraft, graphic and theatre.
The theatre started its international troupe in 2006 when it exhibited at Baselworld. Having secured international recognition, the brand bid farewell to the Swiss fair and gathered all its strength to the opening of its flagship boutique in London, United Kingdom. Since then, the city also becomes the new location of the brand’s headquarters.
A year later the theatre staged in the Hong Kong show in September in a bid to test the water in Asia. Nikolaenko was pleased to meet serious buyers and potential partners who were mainly from Mainland China. And in 2014, the brand went back to the Basel fair after a short pause.
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