J Jewels was founded in 2008 after a brand renaming trademark. : “Blue White Jewels”, from 2006 important reality both in the domestic market and international jewellery. Motivated by the need to show the now achieved independence from the main company Blue White Diamonds, well known for its import of diamonds and precious gemstones. J. Jewels fresh brand, evocative expression of its creations that do not forget its origin, where J is the beginning of trademark owners and founders of Blue White Diamonds, the Joshach family.

Target & Brand Positioning :

J Jewels milano collections exist throughout elements such as exclusivity, preciousness, quality and are characterized by unusual design and material arrangement. The woman who wears JJewels is elegant, sophisticated and distinguished by a daring personality. The extreme accuracy given to the jewels’ creation and finish determine the brand’s limited production and unique pieces course of action. Originality is not simply a matter of style, but also one of excellence and of perfectionism in the productive process.

Source of inspiration:

J Jewels creations are admirable models of exclusive Italian originality and production. It is the quintessence of femininity that plays role of inspiration to J Jewels and it is through its expression in nature and art that this jewellery finds its appearance. The jewel’s character, history, and life are transferred to those who wear it because each line is unique, like a perfectly cut gem, just like a woman …

Unusual dimensions, movement throughout the shapes and sound production are the distinguishable traits that mark J Jewels milano collections, the most illustrative of which are:

NUVOLE e CLEOPATRA :

Jewellery characterized by the adjustment to the organic nature generated by the pearl. Diamonds are integrated to the natural colors and shapes of these elements.

TRASPARENZE e DECO :

These collections are characterized by the category of gems, cut in particular shapes and sizes that confer a sense of lightness and transparence to the jewel. The gems are big in size but very thin, and are arranged into a mosaic through gold “web” or almost unperceivable maintaining structures.

GINKO :

First place Award Winner at the Tahitian Pearl Trophy, the Ginko collection finds inspiration from an oriental plant leaf. Even though the collection is typified by big dimensions, the bracelets and rings convey a sense of weightlessness, and of protection, in complete harmony with the organic volumes generated by the shape.

KAGE :

The Tahiti Pearl Trophy brings life also to the Kage collection. The necklace has been awarded the first Prize in merit of the sense of origin given by the cages enclosing the pearls, of the feeling of protection it conveys and especially of the materials movement and the sound it generates.

MILANO :

Milano wants to be a tribute to design, to Milano the city of Fashion. The Macro gemstones utilized in the collection bring emphasis to determination and strong character, qualities belonging to those distinguished by an imposing personality.