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Jewelry company founded on love

By Kitty Go | China Daily | Updated: 2014-03-24 07:36

Jewelry company founded on love

Etername's jewelry works with a woman's everyday wardrobe, like (from left) the Eternelle Ring, Noor Necklace and Masha Ring. Photos Provided to China Daily

For most people, even the wealthiest among us, the importance of jewelry goes beyond intrinsic value.

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Jewelry is very often cherished beyond its monetary value because it is one of the few personal objects that can elicit memories and have symbolic value while making a statement of fashion, power, religion, culture and wealth. Regardless of price, it is also often used as a token of love.

Etername's Sarah Besnainou literally founded her company as a labor of love when she fashioned a pair of 18-karat white gold cufflinks for her boyfriend seven years ago. She wanted to capture their love in a jewel - thus the brand's name Etername, which means "make me eternal". The cufflinks, made of black spinels set in black gold and onyx, are now part of her commercial collection.

Besnainou, who is in her early 30s, was raised in Paris and is French of Tunisian origin. Entering the jewelry business - let alone establishing her own brand - was never in her original career plan.

After graduating with a communications degree from the American University in Paris, she joined the advertising department of Dior in Paris, before moving on to its press office in New York and at the same time she worked through night school to earn a GIA degree. Her last position before starting her brand in 2007 was communications manager of Baby Dior in Paris.

Besnainou envisioned a brand that caters to women's everyday jewelry needs without sacrificing style and quality.

"I understand the headache a woman has when she has to choose jewelry for her outfit. When I design, I think of different pieces that can work with a woman's everyday wardrobe," she says.

"Also, I love gemstones because I can feel the special energy with each gem. I want to find a home for each gem which matches a woman's personality and style. My jewelry is not mass-produced, and I am targeting ladies who look for unique pieces not easily duplicated in the market."

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