A bit of high-quality jewellery or traditional funding timepiece isn’t simply an adjunct—there’s at all times a wealthy story behind it. In W’s collection Rock Stars, we delve into what makes previous, current, and future heirlooms so distinctive.
Would you ever purchase a $5 million greenback necklace on-line? It’s an intriguing, and slightly amusing, query to chew on—amusing as a result of it is enjoyable to fake I’ve a spare $5 million floating round, and intriguing as a result of, nicely, would I? I already accomplish that a lot of my purchasing on-line. Ought to excessive jewellery be any totally different? Olivier Reza has made a little bit of a reputation for himself bringing excessive worth, luxurious gadgets to the world vast internet. First, at Sotheby’s, the place he sat on their Board of Administrators and was instrumental in establishing the public sale home’s first forays into e-commerce, and now at his namesake model, Reza.
The storied excessive jewellery maison was established in Paris within the Fifties by Olivier’s father, Alexandre Reza. Identified for its distinctive and extraordinary designs, the home was situated on the Place Vendôme till 2020, when Olivier took the reins and relocated to New York Metropolis. Olivier, who has levels in regulation and finance, and a diversified profession background, felt referred to as to protect the legacy of his father’s jewellery enterprise, whereas introducing a extra modern outlook.
The modernization of Reza took two important steps. First, transitioning the model from Place Vendôme to its present Madison Avenue atelier, a really uncommon transfer within the excessive jewellery world, which was toasted with a classy social gathering at NYC’s Public Lodge. Second, prioritizing its “digital flagship”, worldofreza.com. Reza is the primary amongst excessive jewelers to make their total providing—priced from $9,000 to $5 million—obtainable to buy instantly on-line. For Reza, that is about lifting the veil that appears to shroud the world of excessive jewellery. No have to make an appointment on the boutique, or endure the scrutiny of a gross sales affiliate. Guests to the web site can strive on jewellery with Reza’s unique digital actuality utility.
This approachable philosophy will be seen in Reza’s branding as nicely. The brand new marketing campaign, which accompanied the launch of the location, has a contemporary, fashion-forward really feel, and was shot on fashions from an array of races, ages, gender identities, {and professional} backgrounds. Assume extra SSense than appointment-only. And the jewellery, whereas really beautiful, additionally feels extraordinarily fashionable. Lots of the designs have been conceptualized by Olivier with gems from his father’s intensive assortment which were re-cut to reinforce their brilliance. These items are all obtainable now at worldofreza.com, alongside a variety from the model’s heritage assortment.