When it comes to fine jewellery, it's often a serious and
conservative business. The 4C's, the setting, the certification,
the provenance and the marketing become the big communication
talking points, all of which big jewellery brands proclaim loudly
about in their campaigns.
So it's fascinating to see true innovation come from within. The
House of Alexander Fuchs, now run by his grandson Daniel Sieradzki,
had grown to be one of the leading diamond merchant family
businesses, supplying the top diamonds to the big brand jewellers.
Sieradzki, after 14 months of research, decided to launch a
jewellery collection under the name of Fil'osophie, choosing the
best diamonds from their supply and stringing them along an
invisible flurocarbon thread.
And so now we have floating gems - in all shapes and sizes.
Chandelier earrings hanging as if suspended on a spiders' web.
Diamonds that float on top of your finger. Bracelets that place
diamonds as if they've been tattooed onto your skin. There's a
double take quality to the pieces, which is of course shaking up
the slow-moving fine jewellery world.
The Alexander Fuch strategy of selling through cult jewellery
boutiques such as Kabiri also goes to show innovation in retail -
no big, flashy flagships that result in much higher retail prices -
they're just concentrating on setting gorgeous diamonds onto
invisible thread so that we can all gawp at the magic that