Why do we love jewelry so much?

People from the fashion industry say "clothing makes the man who he is" but do they know since when humans started wearing jewelry to express themselves? Three shells of pearl figures from Israel and Algeria indicate that symbolic behaviour began 100,000 years ago. This fact was always inherent for the need of cultural and social symbols; its position was and remains a visible self carrier that transmits beauty, power, class and style. Basically, this is both basic and indirect need at the same time.

Though jewelry at first may seem a sign of luxury, profit or merely decoration, in a deeper look we can say that these are really personal symbols, recognized by society, contributing to the location of a person within the social system, which is one of the most important values of human communication.

Jewels symbolize the beauty and classicism, the nature of valuing beauty is a trait that all humans have and women in particular. The feeling of being desired is increased through the daily use of different items of jewelry to enhance their beauty and charm.

Today, jewelry is considered as integrated components of style and fashion for women and men. We love it even more today for it is no longer considered as something that can only be used occasionally or for special occasions. It is the time that women and men have become more demanding in terms of style and fashion requirements and therefore, are willing to spend more in order to achieve good results.

Meeting global needs and the role of the jewels in our lives, we love the fact that through the internet we can address some specific needs of people who not necessarily live in large cities, sometimes in remote villages where supply is minimal and limited.

The fact that we make our jewelry within two big cities, Tel-Aviv (a young dynamic environment that mixes people of all types and shades) and Barcelona (a beautiful culture of Catalan aesthetics) grants us a great opportunity not only to collaborate and learn from different artists and jewelers, but also to explore an array of concepts of beauty and style. The combination of the two cultures and ways of life encourages us to develop designs that are timeless and global in their essence, and to achieve our goal to comply the basic need for self-expression. Using our proper hands and minds creating objects of beauty is the best part, because that is where tangible and spiritual intangible meet and interact. And that is really why we love jewelry so much.

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