How did you originally build a beautiful, innovative brand? How did the brand come to fruition?

I founded Ara Vartanian 22 years ago, but my journey with jewelry started much earlier. I began as a designer working for my family’s company, and over time, I felt a strong desire to create my own signature designs. My designs have always centered around a personal philosophy: the stone is the most important element, and my creations are built around it. From the very beginning, I’ve worked exclusively with my own artisans, ensuring that every piece reflects my vision and craftsmanship.

When I left my family’s business, I had to sell my car and nearly everything I owned to gather enough money to buy gold and stones, starting my brand in a very small atelier. From the very beginning, all my jewelry has been made in my own atelier. It was essential for me to be deeply connected to the space where I design. This has always been a core part of my brand.

I’m naturally curious about the craftsmanship behind jewelry making and have always been very involved in the process. My artisans and I form a close-knit team, and I’ve always understood that, while my role as designer is crucial, it’s just one part of the process. Each professional brings their own expertise, and it’s our collective effort that makes each piece truly exceptional.

Where do you source your gems and precious stones?

My father was a wholesaler of precious stones, and my mother was a jewelry designer. Early in my career, I was sourcing stones for my father, who dealt with the finest quality diamonds and colored stones—emeralds, sapphires, rubies, and tourmalines. I traveled across the world, from Asia to India and other major gem hubs, searching for the best gems. These travels were an exciting part of the job, though it also came with some risks, especially when attending gem fairs in more remote areas.

In 2019, we expanded our focus to include provenance and responsible sourcing. I began visiting mines, identifying those committed to ethical practices, where the communities and miners are treated fairly. This collaboration with responsible mines has become a vital part of our work. Sourcing the finest stones in a responsible manner is one of the most important aspects of my process.

Who is the Ara Vartanian client?

I’ve always felt that my ideal client is someone who has the ‘courage’ and truly understands my pieces. However, I don’t believe in a single ‘perfect’ client. My brand has grown organically, mostly through word of mouth.

I’m deeply honored when clients take the time to visit my atelier or shop, eager to learn more about the brand. Often, these clients are familiar with various luxury brands, but when they seek something truly exclusive and special, they come to me. Our goal is to offer them the best possible experience.I love working closely with my clients. When they visit my atelier, it’s always a joyful moment. While I create jewelry for myself, I feel excited when a client connects with my style and asks for something unique. I see it as a challenge, and I genuinely enjoy the process of crafting something special to make them happy.

Please walk us through your design process.

For me, the stones always come first. I source and purchase them, then bring them to my atelier. I don’t always design the piece immediately—sometimes it can take over a year to create something inspired by a particular stone. What I realized early on in my creative journey is that my hobbies play a huge role in my design process. Many of them are connected to vintage analog equipment from the 50s, 60s, and 70s—like motorcycles and cars—which were built to last. This appreciation for durability has influenced how I approach my jewelry: each piece is handmade with care and given the proper weight to stand the test of time.

These hobbies bring me a lot of excitement when I’m designing. Since I don’t necessarily create collections, I draw inspiration from the world around me—whether it’s the music I’m listening to, the art I’m admiring, or the mountains I’m hiking. All of this energy fuels my creativity and sharpens my tactile sense, which is reflected in my designs.

How do you design your collections? Where do you go for inspiration?

My collections come to life quite organically. I design individual pieces, and suddenly something new or unexpected will catch my attention, sparking an idea. That discovery often evolves into a collection. It’s not a structured process; instead, the collections naturally emerge from my creative flow

Do you have a way to test a piece, to judge whether a piece is worth producing?

Since most of my work is handmade, the first piece I make is essentially the ‘test.’ My team and I pour all our energy into getting it right from the start. This is an exciting moment because, while there’s no room for major mistakes, there’s always room for adjustments during the creation process. You can’t just plan everything in black and white—you have to live through the process to bring the piece to life. That’s why my atelier is so important. We work together as a team, making changes as we go—sometimes even changing direction mid-creation, like changing the wheel of a car while it’s driving. This dynamic and spontaneous approach is what makes the process so thrilling and authentic for me.

Ara Vartanian pieces are quite striking and innovative. How would you style your jewels? How do you prefer your jewels to be worn?

I don’t typically design matching sets—like earrings, necklaces, and rings that go together. My pieces are timeless, so you can take something I designed 20 years ago and pair it seamlessly with a piece I created today. I also love when my clients mix my designs with pieces they’ve inherited from their mothers or grandmothers. I encourage my clients to be creative and style the jewelry in a way that feels unique to them, especially when they think outside the box. That’s when the pieces truly come alive.

How would you define the Ara Vartanian woman? Which qualities does she possess? How would you describe her?

The Ara Vartanian woman is bold, confident, and empowered. I often see this transformation when a client tries on one of my signature double or triple finger rings for the first time. There’s a moment of surprise—like when they put on a pair of high heels—they suddenly stand taller, both literally and figuratively. The piece fits perfectly, and they realize they can wear something so striking and unconventional with ease.

The feedback I receive from my clients is that my jewelry gives them a sense of empowerment, making them feel more daring and in control. The Ara Vartanian woman isn’t afraid to step outside her comfort zone, to experiment, and to express her individuality. She embodies strength, elegance, and a fearless attitude toward life and style. It’s this courage to be different that defines her.

What are the most iconic moments of your brand?

My brand has been around for over 22 years, and there have been so many moments that have made me incredibly proud of what we’ve built. Opening my first international store in London and collaborating with my close friend Kate Moss were some of the most iconic milestones for the brand.

Opening that first store was especially meaningful because it allowed people to experience my pieces in person. Seeing how they felt when they tried on the jewelry and ultimately decided to buy it was an unforgettable moment.

I’ve always briefed my team with one key principle: treat the store like an art gallery. When someone walks in, give them space to contemplate, to really take in the pieces. Answer their questions thoughtfully, but don’t be pushy. This approach has been essential in shaping the brand and the way we connect with our clients.

What are your personal, favorite Ara Vartanian pieces? Current and Vintage

My personal favorite Ara Vartanian pieces, both current and vintage, often emerge from a specific design process. For instance, the two-finger rings were born out of my desire to create a ring with a large stone without it turning. That led me to design the double and triple finger rings, which provide stability and a unique aesthetic.

Similarly, when I was working on the hook-style earrings, I aimed to incorporate a caviar stone. This inspired me to develop a technique for the hook that would ensure the earrings balanced perfectly. I love using larger stones in my designs, but this presents its own challenges in making the jewelry comfortable and symmetrical. Each piece I create reflects these exciting challenges and the innovative solutions that come with them.