EACH CLIENT IS UNIQUE AND ATTENDED WITH EXCLUSIVITY
Alessandra Semeoni represents the third generation of a family of jewelers with 60 years of tradition in high jewelry. Her brand, founded in 2017, emerged from the desire to create an intimate and reserved space to display her creations, as well as a selection of special jewelry carefully curated from various parts of the world.
Located in São Paulo, the brand combines design and quality at a fair price, serving clients from all over the world. The atelier — as the store is called — is a welcoming and sophisticated environment, decorated with elements that reflect the essence of the brand, providing a unique experience for visitors. Appointments are personalized, ensuring security and privacy. Clients have the opportunity to choose unique and exclusive jewelry and can also participate in the creative process, developing pieces in co-creation with the designer, under Alessandra's guidance and expertise, who values the individuality of each client.
1. How did your career begin?
I come from a family of jewelers who began their journey in 1961, when my grandfather, at 14, started working in a jewelry store. Fifteen years later, he founded his own store in the city center, followed by the opening of a branch at Shopping Iguatemi, in São Paulo. The fascination with jewelry and precious stones was passed down through generations, until it reached me, the third jeweler in the family.
With this family history, it was impossible not to get involved in this universe. Since childhood, I learned to analyze the quality of stones and understand their characteristics, which provided me with a solid foundation even before I began my more in-depth studies.
2. What inspires you to create your collections?
My creations are designed for daily use. For me, acquiring a piece of jewelry—whether for oneself or as a gift—is a unique way to express love, care, and affection. Each gemstone is rare and unique, which makes it even more special. I believe that jewelry should be worn on various occasions, and that's why my collections are versatile and timeless, suitable for many events.
3. Where did the concept of involving the customer in the creation of the piece come from?
Each client is unique and has distinct preferences. A design that looks good on me might not suit another person, which is why we offer the flexibility to customize our collections according to each client's wishes. When it comes to gifting someone with jewelry, the possibility of participating in its creation makes the piece even more special, as the love and intention of those who helped create it will be eternalized in the jewelry.
4. What are the steps in the process of creating an exclusive piece?
The first step is to schedule a visit to the atelier. Next, I seek to understand the occasion for which the jewelry will be used, which stones the client appreciates, and the desired gold color. After this initial stage, I send references and ask the client to share images of jewelry they like, to better understand their style. Then, we develop the jewelry design in 3D for their approval and possible adjustments. Once approved, we begin production.