Klaudyna Rzad London treads the UAE shores to taste its spontaneous jewellery trends

With her unisex bracelets that spell a sense of belonging, the London-based Klaudyna Rzad is all set to come to the Middle East with her brand of “all can wear” jewellery. She speaks to the Retail Jeweller World about her plans ahead

When did you discover your love for jewellery? 

I think everyone loves jewellery. Jewellery means different things to all of us. Sometimes we wear it to feel special, some jewellery has a sentimental value, and often, it represents our identity. We wear it and feel better. More than anything, jewellery has become an incredibly important element of fashion. Personally, the idea of starting this brand came about a few years ago, suggested by someone who understood my personality, potential and passion, and pushed me to do it. Took me a while to believe in myself, but here we are. 

What kind of designs do you think do well? What inspires yours? 

“De gustibus non est disputandum.” I think jewellery is such a personal thing, it is really difficult to generalise, especially in the era of the internet and global reach, where we all have access to a vast variety of styles, influences and cultures. However, we can certainly discuss trends and share our preferences hoping others will love them too. 

I think what seems to be important to people is a feeling of belonging. We like the members’ clubs, invitation-only events, limited-edition art forms. Everything that in some ways feels exclusive makes us believe we have made “the cut” and now we belong to something higher. It gives us a certain status, it helps us recognise others who have the same values and passions and connects us with strangers who have an appreciation for the same luxuries in life. 

How would you describe your style? What is your design language?

My style is defined by simplicity and elegance. I have always preferred sleek, minimalist, geometric, symmetrical and proportional designs. Playful and often unusual, but certainly timeless. 

How do you think the jewellery industry in UAE has evolved with time?

I think the Middle East has a very strong cultural backbone, with so many very characteristic emblems across all spheres. Art, architecture…fashion. I love how well-preserved it all is, while it is also nice to see that people are becoming more experimental and open to mixing and matching various styles. I think we see beautiful combinations of the bold with the understated, the modern with the classics and the old with the new. 

The trend is beautiful and I think we will continue to see more of it.

Do you have any favourite metal or gemstone you like experimenting with?

I certainly love gold. Easy guess, but it is so versatile, mouldable and never really loses its value. It counts for something! There are so many “semi-precious metals” and seasonal trends. It is becoming harder to find things that are worth keeping. Diamonds are forever and again, may be predictable, but I think you can never argue with that. I also adore sapphires as they are astounding, then rubies with their colour depth — it is hard to choose a favourite. I am planning to release a limited-edition line, which will involve precious and semi-precious stones by the end of the year. Stay tuned. 

Talk to us about some of your most memorable collections. What is your personal favourite till date?  

I have always liked the simple things in life — OUI from Dior, Love from Cartier, but also some of the heavier Bvlgari pieces that gives you the impression of movement and wildness. Tiffany solitaire rings, big, blinding, crystal-clear diamonds that have the hypnotising effect — they all have something special and they all tell a story. 

What are your feelings about sustainable jewellery designing? How do you incorporate that in your work?

Well, as we learn more and more about how badly we hurt our planet… and it still keeps on giving, I think it is our last chance to give back. We do not necessarily have to stop “living” and enjoying life, but we must work on exploring ways, that are less harmful to the environment. Nothing is impossible, I believe we can find a harmonious way. Any brand, that is sustainable and therefore considerate of everyone else around them, should be proud and deserves to be prioritised in terms of collaborations over others, that are less so. We all have to participate in this movement. We are all responsible, it really is that simple. Through reducing plastic use, making sure the packaging is made of recycled materials, working with ethically sourced materials, hence working with other sustainable companies, reducing the number of shipments, we can all make a difference.

My designs and materials focus on longevity and I am sure, with time, as the company grows, there will be more ways to preserve the well-being of our planet. We only have one, after all. 

Where do you think retailers and manufacturers need to improve when it comes to the jewellery industry in the UAE?

Frankly, I am quite new to the UAE market specifically, but I think we all faced the same obstacles in the past year and we are all adapting. I believe everyone has been re-evaluating the good old ‘quality over quantity’ lately. I do not manufacture in the Middle East and I am just beginning my retail journey, I think people in the Middle East are a bit braver when it comes to setting their own trends and making fashion statements than Europeans. I feel like people in Europe are very safe and simply only buy big brands, not considering the actual value, quality, nor how long the trend will last. I am truly, very excited to be launching in the Middle East. 

2021 is the beginning of a new decade, what is your vision for your organisation and the overall jewellery industry of the region? 

I have spent the past year planning and picturing my brand’s development and I want to give people the sense of being part of something. We live in unprecedented times, I think many feel a little lost. I miss being able to travel to my favourite places and bumping into like-minded people, who have a taste for things I also like. I hope my jewellery, the unisex bracelets, will also have a similar effect. Meeting strangers, who wear them as well immediately gives the feeling of meeting a familiar soul. I hope that is what the brand will stand for, and that is what it will be recognised for. Like a very luxurious, beautiful, global friendship bracelet.

What have been the learnings from the pandemic for our jewellery industry. 

Location has gone of the window. Now everything is online. We are very lucky though, to have the internet and be able to connect with the whole world despite all the physical movement restrictions. We can still build businesses and brands, if only we care enough to adapt to the ever-changing demands of the world. I think people spend money as they always have, but the manner in which they do has changed. We invest more in things we believe will hold value for longer, things that give back. The way transactions are concluded, what clients expect in terms of customer service, and the extra mile the business owners are willing to go to evolve and keep up is quite incredible. Since personal contact is so limited, earning trust is harder. Learning to use social media to showcase your products in a way a client would experience trying it on. Opportunities are endless if you are determined enough.

‘The bigger the better’ does not apply anymore. Now you need to prove your value, be flexible and adaptable. 

What products, according to you have done well in the UAE this year in terms of gold, diamonds, colour gemstones, platinum, anything else? 

I think precious metals and precious stones took the crown. Fine jewellery came back, and strong. I have never seen the market this bullish, especially the secondary one. People are being very careful about where they keep their money, so if they can invest in something that is a tangible and mobile, and at the same time an incredible fashion statement. That is the trend I have been observing. 

How do you see the post-pandemic and current scenario in retail?

People are turning to online retail solutions. We seem to value our time more and we continuously try to find ways to save it for things, that truly matter, and since technology made it possible to connect with brands, why not? I doubt we will see a complete return to the physical stores and showrooms. Partly, for sure, though I wouldn’t expect a full turn in terms of that mentality. We are very conscious of how we spend our time and our money. 

How has digital media and technology helped in the jewellery business and what would you like to see more?

I think it simply made it possible for brands to survive, grow and in other ways evolve. I am not sure where we would find ourselves if we did not have the technology to help reach the audience and potential clientele. 

What is your advice for budding designers? 

Do not give up, keep going. Don’t be stubborn, keep your eyes and ears open and never think of yourself as the smartest person in the room. Learn, and ask questions. Most of all, remember why you started. 

Courtesy: Retail Jeweller World News