BEIRUT: From Jennifer Lopez to Madonna, Lebanese jewelry brand Yeprem has been adding a dose of sparkle to Hollywood celebrities’ red carpet looks for more than five decades.
The brand, famous for using marquis cut diamonds, creates modern, yet timeless designs.
Virna Yeprem, the daughter of the founder, said that when she and her brothers joined the business, which was founded in 1964, they expanded the brand internationally “by being innovative.
“We revolutionized the vision of jewelry, the concept of jewelry, of how to wear the items,” she said in an interview with Arab News.
One of their standout Hollywood experiences was when Lopez, the US singer, actress and dancer, wore the brand’s jewelry during a video shoot for the 2014 FIFA World Cup. “We were surprised,” said Virna.
Yeprem designs its piece with flexibility and dexterity in mind, so that the jewelry is comfortable and pliable, which is why Hollywood celebrities enjoy championing the brand’s pieces on stage, according to the owner.
“Celebrities were attracted (to Yeprem) because they thought that the pieces would complete their look on red carpets,” she said. “In their concerts and events… we try to fit every size to (ensure) very comfortable movement, because it is not easy to sing or to move when the piece is nice but not comfortable.”
Another memorable experience for the siblings was when Madonna’s team wanted to create luxurious jewelry for a video clip of her album, “Rebel Heart,” that was going to be released at the 2015 Grammys.
“They contacted us and they wanted us to create a piece inspired by the album, ‘Rebel Heart.’ We had two weeks between designing, her approval and the production for the piece to be ready for (the) Grammys on time,” said Virna.
“Luckily, we made it. She loved the piece. She was very happy. She sent us a thank you letter,” added Virna.
The label’s star-studded client list includes Rihanna, Beyonce, Celine Dion, Lady Gaga, Nicki Minaj, Oprah Winfrey and many more.