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AS29: a fun and flirty take on fine jewellery

Audrey Savransky, founder of AS29 jewellery, believes that diamonds are essential to our overall well-being, and who are we to argue?

17 August 2015

By Åse Anderson

The view that diamonds are essential for your overall well-being is one I can happily adhere to. Described as a modern remedy for diamond envy, AS29 jewellery promises to cure all aches and pains caused by a lack of sparkly precious stones in your life.

These beautiful on-trend jewels, together with Belgian designer Audrey Savransky’s tongue-in-cheek approach to design and marketing, is an irresistible combination. Each piece of AS29 jewellery comes in a blush-pink pillbox, complete with instructions on how to administer the recommended dosage. Make sure you read the enclosed list of contraindications though, as side effects can include visual disturbances due to the acute brilliance of the diamonds, as well as the onset of jealousy in non-wearers.

See more on-trend coloured gemstone jewellery here

Designed to be “as healing as medicine and as tempting as candy”, Audrey explains the thinking behind her innovative take on fine jewellery: “I wanted to find an excuse for women to wear diamond jewellery guilt-free, more as a cure for a kind of envy or illness. We find so many excuses why we shouldn’t eat chocolate, I just made it easier for everyone to use diamond jewellery as medication!”

The name itself gives a clue as to the precision that Audrey applies to the creation of her pretty and playful fine jewellery. Inspired by the elements of the periodic table, AS29 jewellery is an amalgamation of Audrey’s initials and her lucky number.

Belgium is one of the biggest diamond centres in the world so it comes as no surprise to learn that Audrey’s family has been in the diamond industry for four generations. She says: “When I moved to Hong Kong with my husband, who is also a diamond dealer, I had the opportunity to learn how to manufacture jewellery in China. This gave me the expertise and knowledge to start my own line.” Given her background, Audrey’s affinity naturally lies with black and white diamonds, but more recent jewellery designs also feature coloured gemstones, such as emeralds, moonstones and opals. Her favourite of these are emeralds: “I’m a redhead so green suits me perfectly.”

Asked if there is a typical AS29 customer, Audrey quickly replies: “Yes! A diamond addict who needs a lot of pills to get cured.” That’s a category that I could definitely place myself in. Now, if only I could get my doctor to write me a prescription for some AS29 diamond jewellery…

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