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A Question of Value

August 30, 2013


One thing that truly bothers me in today’s society, is the lack of appreciation for individual products. We have such a short attention span and fashion & style have become so disposable. Buying a piece, loving it for 5 minutes, until the next trend comes along and then forgetting all about it and switching our adoration to something else. This is particularly prevalent in the fashion world, but I also feel it often now applies to jewellery too. A commodity that has always been traded as something to be cherished and treasured, expected to be long-lasting and most of all valuable, is now seen as just another accessory. Obviously as a jewellery designer, this is extremely upsetting, and I feel it is my duty to bring back the mystery, intrigue and hypnotism of jewellery that you can only have from pieces that have been carefully designed, meticulously made, with the utmost quality of materials and skills.

When I lived in London, I used to love walking through the The William and Judith Bollinger Gallery – a permanent jewellery exhibition in the Victoria & Albert Museum showcasing over 3,000 jewels tell the story of jewellery in Europe from Ancient Greece to the present – pouring over the minute details embellished into the antique jewellery and silverware shown in the two-floor gallery. There is something so exquisite about the way people chose to adorn themselves throughout history. Using jewellery as a way to communicate their status and worth, each piece was created for reason and worn with immense pride. Many of these pieces were not only used for ornamentation, but also had functionalities – such as belt buckles, sword handles, pill boxes etc.

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V & A -jewellery-gallery_Phioro Blog

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Working with precious metals, meant that extreme care, time and effort were applied to every piece produced. And that each individual piece was made to be absolutely treasured, passed on from generation to generation. We at Phioro want to bring back this timeless aspect to jewellery and ornament. We believe in creating antiques of the future, and channeling the beauty of attention to detail so highly regarded in the past.

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Stunning Gold filigree, Diamond, Ruby and Enamel Orchid brooch as seen in the V&A designed by Philippe Wolfers

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That beautiful gallery and the artifacts within it is a far cry from mass production factories, and the likes of certain establishments specifically designed to draw in unsuspecting, naive customers who are looking for a ‘bargain’. Dubai has always fascinated me with regards to sales and marketing techniques, the way that shops gather in clusters, all competing for the same customers, all undercutting one another where possible in order to make the last sliver of profit to keep them going.

Sadly, what this has lead to, is not in fact the best deal for the customer, but other sneaky ways of cheating the customer so that they are unaware of where the retailers are making their mark up. Haphazard manufacturing, and low quality stones have resulted in customers ordering a design that promises so much and delivers so little. I have heard over and over, about clients disappointments at the quality of some of their most prized possessions – especially Engagement rings and Wedding rings.

(Please be aware of this trap when choosing your jewellery, a good deal on the surface can often mean you are losing out somewhere else.)

At Phioro we apply the utmost care and dedication to your piece, from the meticulous selection of your stones, to the precision applied to the details in your design. Not only that, we also apply heartfelt understanding and concept development to our bespoke designs that mean your piece is tailored to your style and has a your story weaved within it. We want to bring back the emphasis that was put on detail, precision, decoration and long-lasting value within our jewellery pieces.

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Qi Collection

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Qi Collection by Phioro, in 18ct Rose Gold & Diamonds

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If you are looking for a piece of jewellery designed and made with integrity, delicacy, attention to detail and premium materials speak to Clare at Phioro. As they say ‘The devil is in the detail.’

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Lovers Entwined Engagement & Wedding Ring Set by Phioro

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Click here to view more of our collections: Phioro, or contact Clare directly for a free consultation today:


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