A single of the world’s most reliable purveyors of superior luxury pearl jewelry considering the fact that the late 1940s, Assael is synonymous with luminous, deluxe pearl, coral and gemstone models. As Assael senior vice-president Peggy Grosz pointed out, “Assael jewellery is about class with mind-set, and this perspective spans generations, genders, and several lifestyles. As North America’s premier resource of the world’s most superb pearls,” Grosz ongoing, “we are presenting interesting new layouts this holiday break period and into 2023 that embody new aesthetic and technical frontiers.”
Pearls are the only gem elements shaped and located in a living creature, these as bivalves like oysters, mussels and clams, or univalves, like the conch. While they’re labeled as gemstones, pearls are probably greater explained as natural miracles. Whilst most gemstones are extracted from earth in tough kinds that demand cutting and polishing just before currently being set into jewelry, pearls emerge straight from their shells ready to be manufactured into any number of adornments. This writer caught up with Peggy Grosz to talk about Assael’s autumn/wintertime 2022/2023 choices and how the famous New York-based brand is going world-wide with higher concept pearl jewellery for females and males by using its most recent advert marketing campaign.
To start out with, Grosz relevant, “We are presenting new layouts in the Bubbles assortment by the goldsmith and learn jeweler Sean Gilson, who is the only designer we are doing work with at the minute. This selection attributes uncommon South Sea, Akoya and Tahitian pearls, as nicely as gem-high quality Sardinian coral that float like bubbles in breaking waves. In our current campaign,” Grosz ongoing, “we are also featuring new jewels from the Shades, Pairings, and Modernist collections and pearls worn by all genders.” Whilst there are also common and revolutionary Assael pearl strands, pearl sautoir necklaces, earrings, and rings on provide, coral strands and other jewels figure amongst the new models, together with innovative brooches and a solitary pearl earring.
When the Assael print campaign debuted in the September/October difficulty of W journal and is appearing during autumn/wintertime 2022 and into 2023 in publications like W, Town & State and Architectural Digest, it is also supported by a cinematic manufacturer video on YouTube and the Assael site. It is also showing on decide on vogue social media channels. Shot on location in Miami by manner and natural beauty photographer David Benoliel, the new marketing campaign is racially and gender inclusive and gender fluid, starring styles Michaela Kocianova and James Lorenzo putting on Assael pearl and coral jewelry. Filmed on movie and drone by Tony Michel at a non-public beachfront estate, the campaign celebrates the Assael tagline “elegance with perspective.” Grosz and longtime advertising agency Padulo Privé conceived and generated the marketing campaign below the supervision of resourceful director Alison Goudreault.
As Grosz discussed, “Assael stays in the realm for which we have extensive been renowned, which is the extremely most effective quality of good pearls. We provide cultured kinds of Akoya, South Sea, Golden, Tahitian, and Fijian pearls, as well as purely natural pearls these types of as Conch, Melo Melo, Quahog, Spondylus, Scallop, Cassis, and other folks.” The only pearls Assael in no way supplies or sells, she commented, are cultured freshwater pearls. Concerning the company’s popularity for creating pearl jewelry that is stylish even when rather edgy in terms of design, Grosz described, “Assael provides about 50 1-of-a-form items each and every calendar year, and we preserve an extreme concentration on revolutionary style and technical innovation.” She also pointed out that, “It is hard to accomplish structure innovation devoid of specialized experimentation and establishing technical prowess. Pearls have been traditionally strung with silk and mounted on posts. When you imagine exterior of individuals two packing containers,” Grosz mentioned with a chuckle, “the globe is your oyster, so to converse.”
In accordance to Grosz, the hottest Assael jewels build on the impressive and enterprising legacy of the company’s founder, Salvador Assael, who arrived from an influential jewelry relatives: his father had been president of the Milan Diamond Bourse. In the many years just before Earth War II, having said that, Salvador’s father took his household out of Italy to escape anti-Semitism and finally settled in New York. While Salvador realized from his diamond supplier father that it was definitely essential to focus on gems that are scarce and of the greatest high-quality, he also obtained an education and learning in how to imagine in advance of the curve and transcend perilous instances.
In the late 1950s and early 1960s, Salvador Assael learned that South Sea pearls had been starting to be cultivated. Appreciating their impeccable quality, amazing dimension, and seductive magnificence, Assael turned the initially pearl supplier to make South Sea Pearls accessible in North The usa. He popularized them and quickly grew to become recognized as the top source for significant-high-quality South Sea pearls in North The us. In the 1970s, Salvador Assael bought the Tahitian atoll of Marutea and partnered with a French businessman to set up a pearl farm there. Their Tahitian pearl cultivation efforts succeeded, and Assael singlehandedly launched the Tahitian cultured pearl sector with fantastic fanfare. Immediately after Salvador’s 2011 death, his widow Christina took more than and expanded Assael’s style presenting to include other treasures from the ocean such as unusual natural pearls and coral. and outstanding high-quality cherished coral. With her eye on the long run, Christina adopted Salvador’s entrepreneurial approach to innovation, incorporating responsibly sourced cherished coral to the brand’s vaults and amassing what Grosz promises is the most substantial selection of important and sustainably sourced coral in North The us. Sardinian Coral, Angel Skin coral, Aka Coral, and Sciacca Coral occur in a chromatic variety of pale pink to wealthy red to apricot.
As Grosz spelled out, “Both Salvador and Christina crafted up unrivaled inventories of fantastic to gem top quality cultured pearls. I am guaranteed,” she managed, “that there is no other dealer in the Americas that has as lots of strands of pearls valued in the higher 6 and seven figures as Assael.” What is extra, “The company’s unfastened pearl stock is so intensive that we have generally been capable to match a client’s pearl strand for lengthening,” Grosz reported. “It is an inspiring and great knowledge to be able to style with this sort of an epic inventory.”
In the early 1990s, Salvador Assael commenced the South Sea Pearl Consortium, arranging pearl farmers to unite and endorse pearls about the world. Due to the fact Assael monetarily supported pearl farmers in instances of bad harvests or pure disasters, he acquired most favored vendor status. Whilst Salvador died in 2011, the corporation proceeds to get initially dibs on pearl harvests from farms that he assisted in the course of tricky instances. In 2017, Christina Lang Assael brought in Peggy Grosz to reinvigorate the pearl-driven brand name with artistically, materially, and technically progressive collections this kind of as The Hues, Modernist, Pairings, and Bubbles by Sean Gilson for Assael. “We feel that by providing new means to use and see pearls, we can commence to established a craze,” Grosz mused. “It is very crucial to us that our jewellery be applicable to trend and to today’s lifestyles.”
When this writer noticed that Assael’s intricate and hugely refined artisanship should make the jewels both of those labor intensive and time intensive to build, she replied, “It can consider as prolonged as five months to complete a piece. This is owing to the several hours of labor expected in addition the time involved in conference with the craftsperson as the jewel is remaining created. Some of our greatest pieces are cast, but they start with a hand-carved wax. For example,” Grosz continued, “the one particular-of-a-variety exclusive Pairings rings are hand-carved waxes that get separately solid. Whilst other parts are frequently specifically forged in the steel, these are individually hand-carved for the particular juxtaposition of the pearls and the gemstones. This can get a good deal of time.”
In the case of a exceptional and massive strand of pearls, this can get various several years to complete, Grosz said, “As we need to wait around for new harvests to generate pearls of the suitable color, luster and cleanliness.” Yet another vital top quality that Assael seeks in earning their pearl strands is precise proportions for strands that demand the most desirable and complementary graduation in pearl measurements. “We are at this time collecting numerous shades of little all-natural spherical pearls of unique species for long term types,” Grosz observed. Interesting to a huge spectrum of ages, existence, and all genders with organically lovely, phenomenally refined jewels dependent on gems sourced from the sea, Assael retains evolving in new directions though styling its jewels in socially and vogue appropriate contexts so as to deliver extra men and women into the world of pearls.