This project, combining bespoke service with elements of customization, is a fresh angle on creating designer jewellery.

 “My grandmother was a professional fashion designer. Since childhood, I used to watch her amazing creativity, it was like magic. That experience allowed me to understand and appreciate the significance of every detail so that the dress fitted perfectly and emphasized the beauty of a woman. Fashion design and jewellery design have a lot in common. In jewellery design as well as in haute couture, high quality materials are extremely important. Observing the beautiful haute couture clothes to be created, I understood that in jewellery design the beauty of the image begins with precious stones,” Viktor Moisikin says.

The “Gems Сouture” concept, as envisioned by the artist, is the creation of jewellery in which gems natural beauty is best emphasized. The jewel artistic image is built from the individual characteristics of the stone – its shape, unique shade, inclusions, colour play. This is a fascinating process of creating a “dress” for a stone using the imagination of “jewel couturier” Viktor Moiseikin.

 “Each precious stone often matches one or several images; some are ideal for wearing at a cocktail party, others- for business outfit or everyday wearing,” Viktor Moiseikin says about the project. 

Thanks to the artist’s professional skill to work with colour and shape, the ability to match artfully shades and find their own colour “environment” for each stone, the “Gems Сouture” project embodies a design that cannot be repeated. Each design is also based on the “airy” author’s “Waltzing Brilliance” setting technology, which allows the gems to shine in any light.

Some new “airy” stone settings were invented and patented for the project: “Star” – for accent stones and a business look; “Flower” – for bionic design and multi-coloured stones; “Coloured Ball” – for large stones and a cocktail look, “The Very” – for minimalistic jewellery, etc. 

 “The task of the designer is to reveal the stone beauty through the  images perfect for it. For example, soft pink morganite with sparkles of sapphire resembles a mirage or the play of sea waves. First you find your stone, and then we select the style and embody the image. This is reminiscent of the concept of Michelin stars restaurants, when you choose not from a large menu, but from chef’s specials as honed as possible,” Viktor Moiseikin says.