For me, the Thea Jewelry concept is strong. But I’m always looking to refresh it and reinvent the brand.
In my view, the idea of unique, highly personalized and custom-made jewelry can be developed and helped to blossom in thousands of different ways … So this summer, I came up with the goal of including colored stones in the collection. That matches today’s trends and allows us to offer jewelry that is even more personalized.
Since 2012, my jewelry has been available in gold and diamonds. I really wanted this jewelry to be truly precious and timeless. However, after checking out the latest jewelry trends, I decided that I would like some colour. This was something I’d considered before. Then I met Chloé Sarasola, an amazing gemologist who introduced me to the wonder of stones. I linked up with Chloé because she guarantees the provenance and quality of the stones, and because she is a great person. She founded Nasoha© and is involved in ecological, environmental and humanitarian projects. I love the things that she’s doing.
I had the stones, concept and expertise, so I could offer pieces in silver or in pink vermeil, with coloured stones. However, expanding in this way involves a certain cost, and when starting out I lacked the resources to do this.
The upshot of all this, and in my opinion the most interesting part of this adventure, was the launch of my ‘crowdfunding’ call. Last June, I submitted my file to the US site Kickstarter.com and soon after I found some 174 backers. They helped me to finance the development of coloured stones. In return, I offered them the 230 first Thea coloured jewels as pre-sale offers, at a very reasonable cost. So I was able to cover over 150% of the amount needed. It was inspiring and very satisfying to put together this project and to be able to measure its success even before the official launch …
From 22 February, Thea jewelry is available in infinite varieties. Every combination is possible, calling on eight coloured stones. You can even combine several colours on the same ring, creating rainbow effects. I’ve also developed other jewelry, such as rings on a chain or the 'earjacket'. What is more, the prices are very affordable. You can purchase a Thea jewel for as little as € 120.