Yeprem uses only colorless diamonds set in white gold or platinum, the classic of classics. Yet from the Lebanese brand you can expect anything but a traditional jewel. In fact, the design is very unusual, a combination of oriental inspiration, the shape of a snake for necklaces, for example, or variations on the theme of the hand bracelet, with sharp sparkling spikes and high jewelry cuts. It all started 50 years ago in Beirut when Yeprem Chakardemyan opened his own shop, a small family business that over time has become an international brand, but it all changed in 2012 when the son of Chakardemian, Loutfic, took over the artistic direction and marked a turning point literally fierce. In fact, in no time the very popular brand in the Middle East has achieved great success in the US with a collection named Claw, creeping between and around the fingers to decorate the hand and shine on Rihanna, Madonna and Jennifer Lopez.
It’s no coincidence that Yeprem is located in the best department stores such as Neiman Marcus, Harvey Nichols and Bergdorf Goodman and last year it has also won the Couture Design Awards, in the category People’choice: people like its hand bracelet Ararad of Y-Conic collection (https://gioiellis.com/i-14-vincitori-degli-oscar-del-gioiello). At the latest Baselworld edition, where compared to previous years colorless diamonds were going stronger than fancy-coloured ones, Yeprem featured a mesmerizing Firework necklace of the Y-Not Collection, with round and marquise cut diamonds, snake shaped on on one side and the other slowly enlarge to expand as fireworks, precisely. Flowers bloom, with round , pear and marquise cuts in the triple rings of Y-Not Smart collection, or in white gold to wear in mid finger as flakes. And for a royal hand there is the crown style. M.B.
