A very long time, the Black Diamond is a kind of mysterious and sentimental jewelry – nobles in the royal family mourning period jewelry. Today, jewelry designer Azature Pogosian best ideas, it appears in the U.S. pop diva Beyonce, Rihanna body, appeared in Hong Kong,Prom Dresses where a mysterious rich collections, a mysterious ancient stones to re-radiate out youth.
Azature Pogosian a relationship is doomed and the fashion industry, even if not as good now that it has become a jewelry designer, or at least may also be a good model, handsome appearance, good taste, fashion savvy, the fashion circle is used to remove sub – products of these criteria, were all his own.
For general consumers, Azature Pogosian create their own brands do not seem to Ruleiguaner the AZATURE. For a long period of time, most of its business comes from personal customization,Chanel Handbags from Russia’s super-rich, to the Middle East royal aristocrats, like with the explosive power of its design. Recently in 2012, Azature started with Beyonce, Rihanna stars such as cooperation, especially on stage for their jewelry designs. In Europe and the United States, his large black diamond and jewelry has become fashionable, he is a global tour of the “black gloves” (Black Glove) Jewelry Show will come to China in Beijing, Shanghai and Hong Kong.
Jewelry family rebels
Azature birth family jewelry, family jewelry, nearly a hundred years history of operating a brand POGOSIAN. Azature jewelry design from an early age to understand all the knowledge, but this “family Renegade” Quemei thought inherit ancestral property, childhood and family on the thinking of people who are different. So, he went to the University of California at Los Angeles to study sociology and economics, but also once felt should be a lawyer, or even get to an elite opportunity to study law, but strange combination of circumstances to go to the Parsons School of Design Education Since then, caught in fashion circles.
Initially, when involved in fashion circles, Azature design apparel, Christian Dior and Alexander McQueen who have brands such as did the design, leaving the industry, he was artistic director of a certain brand. An accidental error machine so he did not timely return to work,Dresses left him enough time to think. He suddenly felt the clothing is not imagined as full of enthusiasm, when these thoughts well up to the time, Azature a drive with his uncle in Los Angeles, who said: “Why do not you design your jewelry?”
This sentence seems to have become a jewelry family, the call for posterity, Azature really want to find things at once. But he did not take over the family business, but began to study a variety of jewelry, and was deeply attracted to the black diamond. In the full grasp of the characteristics of this rare and precious stones, he began to design jewelry with them, and then set up his own company AZATURE. Although the AZATURE style and family jewelry is totally different, but it seems peep from its design to some family genes, it is the best precious stones, the most special design. Azature ultimately the same thing with the family. In this regard, he’s feeling is: one can always try to change and plans for life, but fate is irresistible.
His world is black
Perhaps not so obsessed with a portrait Azature black. His wardrobe, the plain black clothes, also Parsons School of Design to study, he designed what is black. Russia and the Middle East’s customers are more to send him a nickname – “Black Diamond King.”
Black Diamond is a rare gem on the planet, the origin is very mysterious, there are scientists on Earth yet to be born as early as when they exist in the universe. Previously, the black diamonds are generally collection-level collections, while others are seen as the shop Zhendian treasure. Later, the Royal Black Diamond popularity to new heights it is the British Queen Victoria, she was widowed, had been wearing a black-based jewelry to show their sorrow, yet leaving a black gemstone jewelry has become a major role on the stage. Now, to the sentimental Victorian style jewelry, represented by black diamonds once again become the new darling of fashion, the addition of new material later, it leaves a little something sentimental mood, replaced by a noble and mysterious.
Azature design philosophy was clearly in line with the characteristics of Black Diamond: sexy, black and white, bright. AZATURE Black Diamond implied royal complex, is also deeply attracted royalty and tycoons from around the world.
Today, Azature operates AZATURE series and AZ by AZATURE two production lines, the former black diamond jewelry is designed to meet the designer of the black paranoia, which is relatively flexible style, to a large jewelry mainly, the same walk in the fashion front, Beyonce Rihanna performing at the wire and on the choice of AZ by AZATURE style. More recently, South Korean singer BoA to the U.S. show, wearing last year’s DYNASTY series and met Azature, hope that he could for their own tailor-made jewelry.
Custom e-luxury
Azature not believe will become the future trend of customization, so set up a AZATURE ATELIER, a studio specializing in private custom. Customers only need to AZATURE headquarters, and their design team will be able to come directly to their tailor-made jewelry, customers can choose their own favorite gemstones, precious metals, and to propose design requirements. To this end, AZATURE famous craftsman and jewelry industry in cooperation with a view to every detail to be perfect. Recently, Azature with a rare production of cocoa powder for the customer, “Black Truffle”, and black diamonds embedded in the inside, for some people, they are meaningless, some people think they are a modern luxury.
Azature also placed their own brand of “e-luxury” of the wave. They are the jewelry industry, one of the few not worried about the involvement of the so-called luxury brands of electronic technology. Recently, they opened a fashion Web site CheckYouDaily.com called PREMIERE | DAME project, customers can also top with AZATURE design team interaction. At the same time, customers can log the brand’s official Web site customization they want gemstones, precious metals and designs. Or again, just issued an e-mail, Azature may participate personally in your home, or yacht for your tailor-made jewels.
“Luxury” never-ending
Die Zeit: how do you define “luxury” or “luxury”?
Azature: luxury usually gives the first impression is unique. For me, it is always a kind of can not match the ideal. Luxury is not only a “thing” concept, more on “feel.” When a goal to achieve, I’ll go to “more luxurious” and direction, this is not the pursuit of material desires, but rather a special experience.
Die Zeit: to talk about you and your co-stars of the bar.
Azature: My first customer is a star Rihanna. She chose the “Disturbia” and “Rehab” 2 MV worn AZATURE, issued private orders to me. Subsequently, Rihanna wearing them around the world tour, to be interviewed. In addition to Rihanna, Beyonce also MV selected AZATURE, and in “I Am” World Tour will continue to wear. Lindsay Lohan, Kelly Clarkson, Miranda can be children, Gold Kardashian, also liked AZATURE. I am happy with any others who really love AZATURE, whether he is not movie stars or celebrities.
Die Zeit: Your customers all over the world, their jewelry tastes different?
Azuature: My client who does have a very different cultural background, to wear jewelry also show different preferences, but it is interesting that because their AZATURE the coalition together. My goal is for people to design both the fresh and personalized accessories so as to touch them. Facts have proved that this principle is very effective in many markets. Every country has some of the pursuit of new and different style of beach-goers, I hope my design will be their first choice.
My clients, including some rich, one’s whole life is never to buy colored gemstones, and now they can wear black diamond. The distinctive and non-traditional AZATURE really put such a diverse group of people gathered together.
Die Zeit: tell us about your “Black Gloves” (Black Glove) World Tour bar.
Azature: This is a dynamic fashion tour will be more than 20 cities around the world held in, no matter to which city, I went to the site, this is my personal high-end customized services to start after the largest global advocacy.
Forms are gathering relative privatization, in addition to jewelry display AZATURE two production lines, as well as customers around the world arrange a private dinner for me. The exhibition’s next in Tokyo, Riyadh, Dallas, Moscow, New York, Los Angeles and other cities, and China including Beijing, Shanghai and Hong Kong.
Die Zeit: How do you view China’s luxury goods market?
Azature: For me, China is a very special place. Just created AZATURE, I often go to China for a number of high-end custom design jewelry, Chinese culture has given me great encouragement. The Chinese people have a good understanding of luxury and taste, and properly use them. I think this is very important for the luxury, and only consumers are willing to try a lot of different things can be an active market.
