Co-founded by diamond gurus Tzvika Janover and Elad Assor eight years ago in Hong Kong, FORMS takes the creation and craftsmanship of fine jewellery to another height, bringing a new angle to jewellery formation.
Thanks to the substantial background of the founders in diamond and gemstone cutting, FORMS has every knowledge and connection to access some of the rarest and most important gem materials in the world in terms of quality and size. The extraordinary design comes as the other wow factor for the brand’s stunning creations.
“It is a big difference of what FORMS produces from what other people do. We are strong at combining shapes to make other shapes, like using a triangle and a half-moon stones to form an oval,” said Gilly Strauss, CEO of FORMS.
Multi-dimensional and transparent are other important attributes for the brand’s captivating design. “We focus on the light, drawing people to take a closer look at our interesting and unique pieces,” he added. Openwork, old mine cut, geometric shapes are generously used right in place in the jewellery by FORMS resulting in a striking look like no others. “Our design tends to be subtle. You have to look closely what we do in it. You almost can’t tell how the jewellery is manufactured, how one gem begins and the other ends,” he added.
Behind the spectacular creations is a pool of master designers coming from around the globe. Strauss said: “We have a design studio in Hong Kong where all creative works are done. It is the foundation for everything we do. Our designers come from Russia, Europe, the United States, etc. They don’t just make something that can sell, they make something beautiful.”
Jewellery by FORMS attaches great importance in details. “We only produce less than 100 pieces of jewellery a year. It is very important because it allows us to be obsessive about the details in order to make sure every piece is perfectly made,” Strauss said.
Over the years jewellery by FORMS has attracted a well-heeled and cultivated clientele who are collectors rather than single purchasers, according to Strauss. “Our customers are sophisticated and knowledgeable. They tend to recognise and appreciate the aesthetic work behind our jewellery besides the value of the stones,” he said.
Despite being young in the trade, FORMS has already gained a good reputation at auction. “FORMS is lucky to be involved in auctions. Christie’s offers a nice environment to educate clients who crave for something new and interesting. Such wonderful thing they do has inspired other people in the arena to do the same,” said Strauss.
Serving well-to-do individuals, FORMS has witnessed major growth in the last three or four years despite global market difficulties. Strauss stated: “We are fortunate to be able to grow every year regardless of ups and downs. Our average price points continue to increase over the years.”
Since inception the brand does not go on the marketing and advertising path. “Our biggest source of advertising is word of mouth. Our office in Central is a private studio providing clients with a unique environment to appreciate our jewellery and enjoy. We do small events and a couple of shows in Hong Kong to keep the connection with the industry. We will continue to do so in future,” he said.
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