The capsule collection of the new brand is a limited edition of only 91 copies, the current age of Siza, in a very rare incursion into the world of jewellery. The presentation took place at the Serralves Foundation, which will hold for two months the commercial exclusivity of creation.
After the new project launched by Sharma – the latest Portuguese jewellery brand – Álvaro Siza Vieira, the first Pritzker Prize awarded in Portugal returned it to its original form in the form of two alternative drafts: one with a more minimalist design and simplified execution, and another admittedly more challenging for the art of an experienced goldsmith… The choice of both parties was coincidentally obvious and without hesitation. And the more elaborate option ended up lending greater enthusiasm to the process and, of course, to the result. This was confirmed a few weeks later when the executed prototype received immediate approval from the architect. And so was born the first capsule collection of the insignia, in a very rare incursion of Siza in the world of jewellery.
Manufactured in 19-carat gold and diamonds (colourless and black), the collection is composed of necklaces, earrings, bracelets and rings, and comes to market in a limited edition symbolically to 91 sets, the author’s age at the time of creation.
The launch of this new artistic inspiration by Álvaro Siza took place at the Serralves Foundation, on Tuesday, a cultural institution in Porto that will hold for two months the exclusivity in the marketing of the collaboration Álvaro Siza x Sharma.
Each set of necklaces, earrings, bracelets and rings will be launched on the market with a value of 30 thousand euros.
“The lines that emerged from the line of Siza Vieira, one of the greatest Portuguese artistic figures, lend themselves to the use of diamonds, which adds sophistication and raises the artistic value of creation, with a unique design. We have limited the edition to the author’s age, which gives a greater exclusivity to the collaboration Álvaro Siza x Sharma”, explains Brigitte Costa, one of the founders of the new brand. “In the end, it is still a signed work of art, representing the aesthetics and legacy of Siza Vieira in a different domain from that to which we are accustomed,” says Bruna Cabral, another entrepreneur who is at the origin of the new economic operator.
The architecture of Álvaro Siza Vieira has instilled striking lines in the landscape, which lead us unequivocally to the author, but his repertoire has extended in recent years to very diverse areas, some even unexpected, for which he has developed collaborations, giving up the trait that characterizes it, without fear of even experimentation, more or less formal.
By embracing the challenge of Sharma, the architect even seems to have drawn each piece as if it were calligraphy…
A timeless, modern and cosmopolitan design
Sharma, it is recalled, arrived in the sector just over a month ago, born of a moment of reinvention and professional complementarity of two friends, entrepreneurs, with common tastes and a passion for jewellery.
The brand aims to conquer the market with a timeless design, designed for a modern, cosmopolitan and active consumer profile. With limited edition jewellery collections, whose concepts and designs will be renewed every two months. These series – produced in 925 silver, or 925 silver with 18-carat gold baths, and gems – will always include seven earrings, seven rings, seven bracelets and seven necklaces.
“Small productions allow to drain the goods faster and generate less stock. It also translates an idea – real – of greater exclusivity, which we intend to pass on to the market. This position will be even more striking in the author’s collections, manufactured in very limited series and sometimes with some symbolism”, explains Brigitte Costa.
These capsule collections will emerge from challenges launched by Sharma to creators of different artistic areas and inspirations (design, architecture, fashion, interior decoration, cinema/ television, among others). Only these collaborations should be in the form of solid gold and include natural precious gems, decided on a case-by-case basis. The collaboration with Álvaro Siza Vieira is part of this.
In addition to these lines, the company also has its seed collection, called Petal, which will always be available in the online store of Sharma.
The company’s implementation phase in the market will be done through e-commerce and strategic partnerships with five-star and charming hotel complexes, as well as some museums, in Portugal and abroad. For now, examples are The Lince Santa Clara (Vila do Conde), Maison Albar – Le Monumental Palace (Porto), Maison Albar – Amoure (Vila Verde) and MMIPO – Museu da Misericórdia do Porto. But there is more in the negotiation phase.
Sharma’s strategy meets those that are the main major trends in the state of art fashion, jewellery and jewellery included, and such as online commerce, which is redefining the expectations of potential customers and companies; the preference of consumers for their brands, with strong identity and distinctive factors; and also, the bet on the storytelling component and the ability to involve consumers in the motivations and inspirations of the brand.
The luxury segment, with differentiated products with great quality incorporation, and the door to the foreign market are two of the other routes that Sharma intends to take in the short-medium term.
Italy, Germany, Spain, France, the UK, the USA and Asian countries are currently our country’s main external markets in the sector. Sharma also has a perspective on them, in addition to the Arab markets, with high purchasing power. The implementation phase, however, is already underway at the national level. “The external markets are scheduled for the medium term and we are already producing work to achieve this goal,” says Bruna Cabral
About Sharma
Can the noble metals and (semi)precious stones arise (almost) out of nothing – and with the intensity of lightning – in one, two or more lives, with(s) the light that allows to illuminate and balance the path to a personal and professional horizon, happier and more productive? May. This is what happened to the two entrepreneurs, with professional careers made in other sectors, who embody Sharma, the new Portuguese brand of jewellery and jewellery.
The insignia is designed to make refinement accessible in a multifaceted way, with a world of jewellery designed for modern, cosmopolitan and active people. According to the traits of creators from different artistic areas and inspirations. And then, the centenary mastery – how many times innovative and disruptive – of the hands of national goldsmiths in modelling the firstborn of each collection. As if each piece was the first. And unique.
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