Eye Attractive Twinkle
John Chakardemian, managing director of Yeprem Jewelry, is no stranger to innovative and imaginative jewellery. His family company is known for gracing the fingertips of great celebrities like Rihanna, Jennifer Lopez, HYPERLINK “http://jewelleryweekly.com/yeprem/” Adriana Lima, HYPERLINK “http://urbanmecca.net/news/2014/ 09/12/oprah -winfrey-shoots-four-covers-o-magazine/” Oprah, Madonna, and Katy Perry.
Stunning, eye-catching, extraordinary, and memorable. These are only a few words to describe the beauty and unique quality of Yeprem’s work. Jewelry displays often resemble swirling tendrils, jewelery entangled elegantly around the hand.
Success Stone
John said of the jewels, “We wanted to offer the market something new, because everyone has colored pearls and diamonds.” He stated how they had to bear in mind not only the design but also how to properly engineer the pieces in an executable manner.
“New technique, avant garde, not something that’s in trend right now” – these are all the family entrepreneur’s way of saying Yeprem is staying ahead. “We develop new trends and continue to develop them in a very short time,” he said. She described the jewelery as “cultural … a work of art with a lot of soul”; something the Chakardemians would like to treat as “of great value.”
John stated that a discount had been particularly requested in advance and that they were willing to customise a discount for the customer. Of her more high-profile clients, she says, “The first time they tried it, they weren’t so confident [wearing it], but after…the show they started getting compliments and we got emails or compliments.” Many returning customers. “They want to wear dresses [to an event] with very special jewelery that makes [their look] amazing,” he said.
Rethink Design
Therefore, lots of pre-planning, testing, redesigning, and artistic thinking went into the process of every part. John said of designing, “We’re going to start from scratch or [start] for the second time [until] comfortable piece. Initial production started with designing on the computer, then moving on to testing with dummies. Furthermore, John said the jewelery was tested on humans. “We test them on each other… We have people whose job it is just to try on jewelery and they can provide feedback on it.” As soon as jewelery comes into the market, the company keeps asking for feedback from clients, whether positive or negative comments are given. “Most of the time we consider [their feedback]…This is a very free and liberal brand; You have no rules about how to wear it, you can wear it on whatever you want; up or down, whatever will make you feel confident.” Sometimes, for example, he says people want to switch the sides of their ears when wearing jewellery.
Cuts can take anywhere from two days to two months, depending on the type, according to John. Made of 18 ct gold and VS Plus diamonds, said to be “for clarity and color”, the price range starts at around $2,000 and goes up to $500,000 a piece.
Expand International
John says there’s major expansion plans are in the works in the next year. “We’re actually looking at the top stores in the US… We’re also looking in other countries. This is something new very positive feedback and so far successful in some of the markets we have penetrated.”
So far, these markets include the main shows at HYPERLINK “http://www.tysonscornercenter.com/” Tyson’s and HYPERLINK “http://www.bergdorfgoodman.com/The-Store-Bergdorf-Goodman/Visit-The- Store/ cat140025_catstore_cat000000/c.cat” Bergdorf Goodman in New York, in addition to shows in San Francisco, Beverly Hills, Scottsdale and Florida.
“I make several visits per year to the US and there is a shop I am currently connected to – I visit regularly to do shows there,” says John.
Make a Statement
However, it seems that business expansion is not the reason for Yeprem’s name to thrive. A genuine love of jewelery and freedom to create drives John in what he does. He at all times has a new “favorite” design.
“To be honest,” said John, “every time there’s a work that gets lots of success or engagement from us…I consider it my favourite work. When a new piece comes out, we say it is our favourite. The pieces managed to surprise us.
And the process continues.
For more charming pictures and info about the Yeprem brand, visit HYPERLINK “http://www.yepremjewellery.com” t “_blank” www.yepremjewellery.com.
Overseas brand Yeprem was founded by father John Chakardemian 50 years ago. The youngest of three kids, John is in command of the business side of Yeprem, working with the commercial aspects of the brand and international trade. His brother Loutfic is in command of design and running the Lebanese factory, while his sister Virna is the company’s creative director.
