By Cynthia Unninayar
Inspired by the colours, culture, art, and icons of Brazil, the jewellery designs of Vianna evoke the very essence of the brand’s identity. And, it is an identity that has spread far beyond Brazil to capture the attention of women around the world.
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| Ricardo Vianna & Karla Antunes |
“We see our jewellery as pieces of art, and art is about beauty, social movements, and behaviour. We are proud of bringing the Brazilian way of life to women around the world, proud of telling our history, and connecting women to our culture through our collections,” says Karla Antunes, the brand’s creative and marketing director. The art in Vianna’s 2012 jewellery evokes the Brazilian attitude and way of life through colour, while drawing on the nation’s past to infuse a modern touch. Clearly, the brand has matured, while continuing to evolve into an even more dynamic and global entity. “With the recent opening of an office in Miami, we are looking to expand our relationship with North American clients, improve contact, and strengthen the brand,” adds Ricardo Vianna, CEO and president.
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Along with Western and Eastern Europe, Russia, and the Middle East, North America is one of the major markets for Vianna. A few comments from its retailers provide insight into why the Brazilian brand is so popular in this region. Birks & Mayors’ Eva Hartling, director of public relations and events, says: “Our clients are very discerning when it comes to the quality and design of the collections we carry. When the Vianna Collection was introduced in 2010, we received positive feedback from our clients, who were drawn to the stylish designs and exceptional quality of the Brazilian gems used to create the pieces. Coloured gemstones continue to gain in popularity and this makes the Vianna Collection an extremely coveted choice.”
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Colour and design are also important for DUFRY/Colombian Emeralds International. Joy Prenda, merchandise director, explains: “The Vianna Brasil style is chic, sexy, and sophisticated. Artistic designs and luxurious colours combine to bring a sense of excitement every time you wear a piece of Vianna jewellery.” Susan Fotos, owner of Higashi Pearls and Fine Jewelry, adds even more. “Our customers love the jewellery from Brazil with its original and feminine designs made with colourful gemstones. The designs from Vianna are particularly interesting because they use a variety of colours, often shades of colours and unique cuts, in a single piece. The designs are wearable for every day use, which makes them perfect for work. But, add a pair of long dramatic earrings and they become perfect for evening.”
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So, who is the “typical” Vianna customer? “The clients of Vianna are primarily professional women who purchase their own jewellery,” adds Fotos, who admits to owning several pieces herself. “Having said that, however, we do have men who buy it as a gift. They appreciate the fact that it is different and distinctive, while being chic and sophisticated.”
