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INTERVIEW:Understated, elegant jewels in vogue -Yvel

By George Appleshaw

MILAN, March 1, 2009 - International brand Yvel believes its customers want to buy discreet fine jewellery during the economic downturn.

"This is not the time to show off," Yvel's President Isaac Levy told Jewellery Outlook in an interview at About J, Italy's most upmarket trade fair, which took place from February 22-24. "Women want to wear understated, fine elegant pieces -- but not 'look at me' pieces," Levy added.

Founded in 1986 by Orna and Isaac Levy, Yvel continues a century-old family tradition of creating exquisite top-of-the-range jewellery designs featuring

pearls and gold in different colours. Yvel has become a leading fashion pearl designer, presenting innovative and creative designs that are fashion forward.

Levy said jewellery design is going back to its roots during these tough times.

"I see more and more diamonds that are being sold as natural colours, and in different shapes," he said.

"A woman wants jewellery that is less glitzy and more wearable."

Yvel caters to the classy woman with an edge. "She understands fashion and yet she wants to have a tweak to that classy look," Levy said.

"She wants to wear pearls in a sexy, exotic, sensual way," he added.

"She is a woman who will enjoy a black tie event, and the next day will wear jeans and enjoy funky style."

Yvel is preparing what Levy called a truly exceptional new line of jewellery to be presented at Baselworld 2009.

He said selected buyers who had had a glimpse of these new designs were ecstatic, but he declined to give anything away, except to say that the jewellery would be very colourful, exotic and sophisticated, combining natural stones which are polished in a unique way.

"It is a very organic line -- not high tech," he said.

Yvel considered About J as a preparation ground for Basel. Yvel is confident that this years Baselworld, Couture, and the Hong Kong September show will be a great success despite the economic slowdown.

"I think a tough market is always tough for the weakest -- and an opportunity for the stronger jewellers," he said.

Yvel jewellery is available at Neiman Marcus in the United States, and Lane Crawford in Hong Kong.



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