Fashionistas all over the Middle East can’t seem to get enough of the unique handmade pieces. The organic looking designs combine beautiful stones in unexpected settings of gold and leather, complimenting any outfit with a sense of effortless chic. Charms, such as the eye and hand, embody Eastern tradition, while carved out stones shaped as skulls reflect a playful panache in its wearer.
“We cater to a modern woman who is stylish and not afraid to express her personality and her individuality who feels beautiful wearing designs which complement her character and style,” stated Ivana Okereke who is a member of the International Gem Society and started designing and creating jewelry in New York City in 2001.
Having identified a void in the market for bespoke, handmade jewelry, Okereke decided to launch Gemme Couture in 2009. The result was a fusion of sophistication, casualness and comfort.
The Gemme Couture woman is not defined by the jewelry she wears, asserts Okereke, but rather, she is a woman who wears jewelry as an extension of herself. “The Gemme Couture [client] is a woman of any age and any culture who appreciates the art in jewelry and the organic nature of the materials,” she added.
Okereke believes there is an evident trend toward more natural pieces that utilize raw and rough stones and diamonds. “I think it is the global shift towards more organic materials, foods, and ‘green attitude’ towards our environment,” she revealed. “Shapes are freer, more organic, less symmetrical and less formal. Jewelry is moving from day to night. Women are looking for versatility and value where one piece can be worn in different ways for different occasions.”
However, what really puts the “Couture” in Gemme Couture is that, unlike other exclusive jewelry brands, the design team prefers to work with, and not for, their clients. She encourages clients to collaborate on pieces in order to produce unique designs that are sure to complement the individual character and style of its wearer.
“We believe that every woman has a story and we try to tell that story through the piece of jewelry that we create for her. We look at the client's taste, color choice, style, lifestyle and desire,” commented Okereke. “Most can look stunning in an evening dress as well as with a pair of jeans.”
The “Gemme” part of the bespoke label has its roots in the city, Jaipur in Rajasthan, India. The entire state is embedded in centuries of the old tradition of stone cutting, and today, is known as the leader in colored-gem cutting in the world.
“Stones from all over the world are shipped there to be cut into fine shapes, briolettes, rondells, pear and heart-shaped drops or any made-to-order shape. This is why it has the biggest variety of gems of anywhere in the world,” stated Okereke.
With Tanzanite from Tanzania, rubies from India, sapphires from Sri Lanka, emeralds from Colombia, labradorite from Labrador, diamonds from Africa, and tourmalines and chalcedony from Brazil, the city offers the rarest forms and colors of these stunning stones, making it the ideal place for Gemme Couture to shop for its exotic collection of rocks.
“Once we have the gems, they are an inspiration in themselves,” revealed Okereke. “Each stone has its own character and feel. It is no wonder that stones throughout history have been linked to moods, horoscopes and have been thought to have healing powers and energies that can affect us in some way. They emanate such different vibes and have varied effects on different people.”
For Okereke, the stones inspire her through their natural qualities. “For instance, some stones, or combination of stones, remind me of fruit and inspire me to design jewelry reminiscent of berries or fruits. Others remind me of flowers or plant forms. They may give me associations of the ocean and all the colors and moods of water, or perhaps they may feel like an emotion of love or friendship or hope. I try to create feelings and organic forms in our jewelry that will hopefully inspire others the way they have inspired me,” she added.
Okereke admits that designing ready-to-wear lines and for couture clients give her a great deal of satisfaction and present different opportunities and challenges. “In ready to wear, I have more freedom to design through any inspiration I may have, whereas bespoke pieces are geared to a specific person.”
Gemme Couture's most successful collections are Gemmes and the City, Bardot, Pebbles and Rock Candy. The Rock Candy collection is undoubtedly the brand’s fastest seller. Lava rock, white coral, Mediterranean coral, Lapis and turquoise with diamond charms, mother of pearl clovers and skulls make it trendy and wearable. The bracelets are strung on a resilient elastic cord, so they can be easily worn and removed, while the beautiful necklaces are designed in the fashion of rosary, or prayer beads, with a gold chain and diamonds and stones.
“The Bardot collection was inspired by a photo of Brigitte Bardot wearing, what I found out are her signature bracelets,” revealed Okereke. “She wore pearl bracelets on chain, which inspired me to create a new and unique version of the Bardot bracelet, and then a whole collection.”
The collection is composed of South Sea, Tahiti and fresh water pearls and diamond paved balls on 18k gold chains. This season will see the inclusion of ruby and sapphire beads, as well as stunning pearls of the softest peach and pink hues. “It's all about color in the Bardots!” she added.
In the Gemmes and the City collection, feminine, long tassel earrings with tiny seed pearls, and spinel and diamond beads make it a must-have for every fashionista. The Pebbles collection is made up of thin rose-cut stones encased in gold. Some pieces have eclectic color combinations of diamonds with a slightly uneven rough finish.
Gemme Couture’s newest collection is Animale. “It is all about nature and animals and organic forms,” commented Okereke. “There will be ruby snakes with lava rock and ruby pave beads; beautiful luminescent pearls with a ruby octopus wrapped around them; sapphire snakes with Tahiti pearls; sapphires and South Sea pearls; emerald snakes as earrings wrapped around black diamonds and spinel with a log tassel ending in sparkling emeralds.”
Today, Gemme Couture can be found all over the GCC, including the UAE, Oman, Kuwait, Bahrain, and the KSA with plans of bringing the trendy jewelry line to Qatar and London.
