In today’s world, more players in the jewellery industry relocated their market to Asia especially the Greater China, which is an increasingly growing, volatile and complex market. The growing affluents are seeking alternatives for investment such as real estate, stocks, fine arts and high-end jewellery for sure. This is why Alon Garty, founder of Hong Kong-based jewellery brand Van Eyck Fine Jewelry, marked the brand’s global launch in mid-May, bringing out limited designs of fancy-coloured diamond jewellery and targeting discerning investors and collectors.
Named after a Flemish painter, an artist in the 15th century, who portrayed the reflection of light caught by jewellery, the brand has a story behind dating back to Garty’s time in Antwerp. He recalled: “My apartment was behind a fine art museum. Everytime I had guests, I would take them to visit the museum. I remember there was a painter called Jan Van Eyck whose personal motto impressed me besides his ingenious approach to oil paintings. It was called ‘Als Ik Kan’ meaning ‘as I can’.”
“Being inspired by his innovative and artistic works, techniques and life story, I want to create a brand with a Belgium heritage and a combination of arts and jewellery. We also use the quote ‘as I can’ as brand slogan as tribute to him and to remind us to offer the best to our customers,” he added.
Each piece of Van Eyck’s jewellery is designed and made by Ivonna Poplanska, a London-based multi award-winning luxury jewellery designer. “Our target clients are not seeing Van Eyck’s jewellery as their first engagement ring. They are looking for an emotional journey and a sense of legacy for valuing a high-end piece. For Birds of Paradise, we will sell maximum 250 rings,” Garty explained.
As a diamond wholesaler since 2005, Garty once lived and worked in Antwerp, Belgium where, according to him, not only has a long and distinguished history of diamond business but also an artistic tradition that goes back to the Middle Ages. In 2008, he founded a diamond sourcing and trading company Windiam Asia based in Hong Kong after he gained working experiences in marketing polished diamonds across Europe.
In an interview with Hong Kong Jewellery in his newly set up showroom in Central, Hong Kong, Garty introduced Van Eyck’s inaugural collection, Birds of Paradise, which contains 25 pieces of fancy-coloured diamond rings. “It was very natural from diamond trading to launch a jewellery brand. I have been in the jewellery business for nine years. What I have seen in diamond trading is becoming much unified and the prices are transparent on the Internet,” he said. “If you see all the major auction houses such as Christie’s and Sotheby’s, the price records always belong to the fancy-coloured diamonds. I also met more group buyers and banks who are investing in rare and unique pieces.” he explained.
“Since the past three and a half years, I have been studying different luxury goods consumption trends in general. Today’s some people are looking for something exclusive with top craftsmanship with an identity and a story behind,” he continued.
“Asia still has huge growth. People here are very alert to the economic crisis and diversifying their investment. Thus I believe the prices of pink, orange, yellow and blue diamonds will grow 10 to 15 percent in the next five years,” he said.
Priced from US$30,000 to US$400,000, each piece of Van Eyck fine jewellery uses fancy coloured diamonds above four carats directly purchased from the mines in Angola. “We are not going to exhibit in international trade fairs. Our jewellery is sold by invitation only at luxury places,” he added.
Through partnership with international NGOs, Van Eyck Jewelry promises to give one percent of the net margin to the Papua Bird Club. “The philosophy behind the partnership is based on the simple concept of giving back. As we are inspired by the Birds of Paradise, we wanted to thank the creation and inspiration,” he explained. ”
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