Alexandra Mor unveils modern bridal jewellery collection as she prepares to open her first salon

For the new year, NYC-based jewellery designer Alexandra Mor is taking her concept to a larger audience with a bridal collection and her first branded salon.

Limited edition Alexandra Mor diamond bow and pearl ring set with knife-edged wire and ‘floating’ diamond melee.

By Anthony DeMarco in New York

Alexandra Mor is known for her signature motifs and personalised approach to her haute couture creations. For the new year, the New York-based designer is taking these concepts to a larger audience by introducing a jewellery collection that celebrates marriage for modern brides with specific tastes and opening her first branded salon.

The diamond celebration collection isn't typical bridal jewellery. In fact, Mor is adamant about separating this collection from the bridal jewellery that permeates the market. This is a full line of jewellery made not only with diamonds but with a variety of coloured gems that could be given and worn for many special occasions. The collection also contains Mor's signature details, such as 'floating' diamond melee and knife-edge wire trim. It includes oval-shaped sapphire and diamond rings, black studs and pearl bracelets. Brilliant-cut and Asscher-cut diamonds are used liberally.

Mor often works with her clients to create a special and unique piece of jewellery. For couples getting married, this means working with the bride and groom to design the perfect wedding jewellery.

"Not all brides want a generic piece anymore. They want to feel unique," Mor explains. "Most usually don't talk about budget. They talk about size, clarity and colour, and from there I talk to them about design. The bride is left with the experience of having something with her voice and her personality. It's priceless. It's empowering. It's the first journey of the couple creating a life together."

Couples and others interested in Alexandra Mor creations will soon have a new place in which to browse her pieces and meet the designer to create that perfect piece of jewellery. Mor recently entered into an exclusive relationship with Dorfman Jewelers in Boston, which includes an Alexandra Mor salon in-store. It is scheduled for a late-April opening.

The relationship between Gerard Riveron, executive director at Dorfman, and Mor began last October and quickly blossomed. "She arrived just on time in my professional life of 40 years in the jewellery industry to put a new smile on my face," says Riveron, "and helped me dismiss boring, repetitive, meaningless corporate jewellery." Riveron is serious about his statement - Mor's salon will be in the space previously occupied by Van Cleef & Arpels.

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