How Mona Assemi Became One of Beyoncé’s Go-to Jewelry Designers – WWD

Mona Assemi has skilled a latest surge of curiosity in her model due to many high-profile celebrities — together with Beyoncé and Serena Williams — sporting her sculptural jewelry items. However she’s been a fixture within the business for the final 15 years.

The Iranian American jewelry designer began her design profession in Washington, D.C., after leaving her job at Morgan Stanley as a monetary adviser. Wanting a extra artistic outlet, Assemi joined boutique chain City Stylish as an assistant purchaser and private shopper the place she met with numerous designers and acquired enthusiastic about jewellery design. She began making jewellery as presents for her purchasers and associates.

“I’ve all the time cherished the artwork of design and tangibly making one thing with your individual arms,” she stated. “With the ability to see the completed product worn by somebody and seeing firsthand the enjoyment that it introduced them.”

It was after Assemi bumped into considered one of her purchasers, an envoy’s spouse, on the road sporting a necklace she had beforehand gifted her that she felt the boldness to push forward along with her personal jewellery model. Assemi began promoting her items on the boutique she labored at in D.C.’s Georgetown neighborhood, and due to the items’ reputation, her namesake jewellery line expanded to different boutiques nationwide, finally getting into 350 places. Her items have been obtainable at Henri Bendel and Harrods and her flagship boutique is situated on the James Resort in NoMad. She can be at present working with the Gansevoort Motels.

Assemi’s design aesthetic combines her love of artwork and structure along with her Persian heritage. Her gold, sculptural items have taken inspiration from buildings in New York Metropolis — the place she is at present based mostly — sculptor Alexander Caldwell’s terrazzo sidewalks on Madison Avenue and artist Joey Nicotera’s lighting designs. She’s additionally discovered inspiration in her many journeys to Iran.

“I noticed all completely different jewels from the Shah Period and there’s stunning museums that show all of it,” she stated. “Even the scents and smells and the belongings you stroll by and older ladies who’re sporting vintage jewels. A number of the jewellery my mother’s household wears is tremendous previous and it’s all the time given me concepts.”

Assemi’s designs have slowly caught the eyes of main celebrities, together with Solange Knowles, Jessica Alba, Katie Holmes, Rita Ora and others who’ve worn her items through the years. One among her most distinguished superstar followers is Beyoncé, who selected a pair of the designer’s sculptural gold earrings for her “Brown Pores and skin Woman” music video, which debuted within the singer’s visible album, “Black Is King” final August.

“It’s given me, greater than something, a way of validation,” Assemi stated. “I feel a variety of creatives search that sort of factor as a result of we’re all the time questioning our work. To have somebody like her, who’s the queen, to put on it was an enormous deal for me. I used to be totally shocked and I feel I known as everybody crying.”

Beyoncé has additionally worn Assemi’s items in a number of of her Ivy Park campaigns, together with her recent Ivy Park Rodeo collection. Tennis champion Serena Williams additionally wore a pair of Assemi’s gold earrings within the Stuart Weitzman spring 2021 campaign.

Assemi is engaged on her subsequent two collections, one impressed by a constructing on East twenty second Avenue designed by architectural agency OMA and one other impressed by her personal highschool doodles, which she lately rediscovered on a go to dwelling.

“I are inclined to see the world in jewellery,” she stated. “You by no means know if you’re going to catch a little bit of inspiration. It’s so fleeting, so you must actually preserve your eyes open and reside within the second.”



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