Claire, why did you decide to devote your life to creating jewelry? What attracts you the most in this business?
For me, jewelry is one of the strongest forms of art. The nature of the impact of jewelry is such that it can be interpreted and perceived differently, either from the point of view of their beauty, or the history behind them. I consider myself primarily an artist who uses jewelry as an opportunity to talk about his passion for fashion using his own story and the concepts behind it.
When did you first feel that you have a passion for jewelry?
I realized that I like to deal with jewelry while studying at art courses at the Art Fund. I always liked objects such as sculpture and three-dimensional design, but I had never worked with metals before. I really like the mobility, plasticity, impermanence and beauty of the metal, as well as the opportunities for creativity hidden in this unique material.
Why did you name your Phioro jewelry brand? What does this word mean?
The brand name came from the merger of two words, the first, not even the word, but the “Phi” symbol (approx. Ed. - the letter “Phi” of the Greek alphabet), meaning “golden section” and being a symbol of “theory of ideal beauty”. In other words, everything that we consider beautiful. The proportions “Phi” or “Golden Section” are used to create any work of art in order to achieve harmony and perfection. The second part of the name is the word “Oro”, which means “gold” in Latin and modern Italian. And it is clear that this is the main material with which I work.
What do you want to tell or convey to customers through your jewelry?
Usually I try to convey in jewelry the world that surrounds me. So the “Suspension of Reality” collection was created under the influence of the movie “Avatar”. My jewelry shows that I took some plants and flowers from this picture and presented their interpretations in my collection. Another example, the “Azalea” jewelry collection is a fantasy on the theme of elegant orchid shapes, and the “Venus Range” is dedicated to the unique species of plants Venus Fly Trap.
What do you think, what do modern buyers pay attention to first of all, choosing jewelry?
It seems to me that modern people want to get something unusual, even extraordinary, something that allows them to stand out from the crowd. I believe that today's Dubai jewelery market needs some kind of bold impetus to begin to showcase and sell more daring jewelry collections. Personally, I try to create jewelry that "catch my eye", but at the same time, noble and delicate in a certain sense.
How quickly does a new collection come up? What are the main sources of inspiration for you?
I repeat, but I draw inspiration from everything around me, literally absorbing beautiful things and forms everywhere I go, and then I try to translate them into “jewelry language”. Of course, I have been studying the concept and history of the future collection for a long time, in order to build new jewelry in accordance with them.
Where can I buy Phioro jewelry in Dubai?
My work is very individual, and therefore created in accordance with the special wishes of my customers. That is why I prefer to deal with individual clients or through my website www.phioro.com. Only in this way can I guarantee the perfect personalized service. Actually, the Phioro brand concept is based on one-on-one communication and the manufacture of unique jewelry to order.
Well, then how would you describe the customer of Phioro jewelry?
The customer and buyer of Phioro jewelry is a representative of the modern elite, always ahead of the curve. This is an ambitious, confident, independent and grace-prone person. We can talk about those who are considered “style icons” or called trend setters.
What can you advise to those who want to invest in the "right" jewelry?
The most important thing is that a person likes jewelry, because jewelry is created to be worn and loved for many years.
Jewelry is a work of art, and the buyer should feel the story behind each piece of jewelry. And finally, the jewelry should be unique, different from everyone else. I know that many people in the Middle East region invest in jewelry, only relying on the cost of metal and stones, and it seems to me that this is a tragedy. This approach destroys beauty and forces people to pay attention only to the most expensive diamonds, which can not always be placed in the best design jewelry.
What products do you consider to be true masterpieces in your collections?
I believe that the Liana necklace, which is by far the most outstanding and expensive jewelry of mine, can be safely called a masterpiece. It is encrusted with sapphires and diamonds, and a large blue topaz is installed in its tray. The inspiration for the creation of this necklace was the vines and creepers in the jungle. This one-of-a-kind piece of jewelry looks as if flexible branches of white gold creepers gently encircle gems. The design of the jewelry is extraordinary and in some ways even daring. The Liana necklace became the center of attraction during the presentation of the collection at the Armani Prive club in Dubai, but no buyer has yet been found who would purchase and enjoy wearing it.
What markets do you see as targeting Phioro jewelry?
I create jewelry for the elite, for the most beautiful people of Dubai, for those who want to be noticed and those who, when entering the room, necessarily cause sighs of delight. My Suspension of Reality collection attracts attention with its contradictions and courage. Each product in it has its own story.
I must say that each of my jewelry is produced in limited editions and has an individual number, since each of them is a work of art.
How do you see the future of Phioro?
Over the next couple of years, I want to expand Phioro in the market and open my first branded boutique in Dubai. In addition, I want to establish a sales network in neighboring countries and around the world.
And finally, the traditional question is - what would you like to wish our readers?
It is a great honor for me to give an interview to the magazine Russian Emirates. I really like the Russian-speaking people I meet in Dubai. They are very generous, and I really like working with them, because many of my Russian customers have amazing imagination and are not afraid to be bold in their vision of fashion. I want to invite all readers of your magazine to join me, so that together we can push jewelry fashion in the region to new and interesting trends.
Thanks for the conversation, Claire. Good luck to you.
