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4 Jewelry Brands to Watch from The Couture Show


Each year the Couture show — the largest jewelry show in the U.S. — touches down at Wynn Las Vegas. Among the more than 300 brands showcasing their newest pieces sits the Design Atelier, the show’s incubator for new talent. This area of the show is considered the go-to section to discover growing trends and meet new creatives who will help shape the fine jewelry market.

Here, four new brands from Design Atelier that stood out at the 2024 Couture show.

Type Jewelry

Jorge Andres Rojas

Type Jewelry

A big trend at this year’s show was new takes on personalization and prestacked rings. Enter Type Jewelry, whose has both and more. Founded by Sara Bassan in 2020 in Panama and now based in Miami, the brand works 14-karat yellow gold and diamonds with a healthy splash of colored gemstones. “Inspiration for me is about designing pieces I would want to wear and capturing the emotions they evoke. Fashion and its history play a significant role, and there’s a strong architectural influence from my husband when we draw designs,” Bassan said to WWD before the Couture show. A standout piece: the Typestack four-in-one ring.

Claudia Mae jewelry.

Courtesy Claudia Mae jewelry

Claudia Mae jewelry

Semiprecious stones were huge in Las Vegas, the strongest being turquoise. It’s a stone that is a big part of Claudia Mae’s jewelry brand based in Philadelphia. “As a designer I strive to create pieces that become part of one’s personal legacy, transcending the boundaries of time and style,” Mae explained of her work. The collection features burnished set gemstones, “which is an antique setting style that I have always been drawn to because it equally accentuates both the stone and the metal.” She uses this burnishing technique as a central theme throughout her work. “As a bench jeweler, I stay close to my roots and use my original molds wherever possible,” she said.

Helena Rose jewelry.

Courtesy Helena Rose 

Helena Rose

Founded by Orly Atias and Sharon Giloh in 2019 and based in Los Angeles, Helena Rose jewelry’s Chunky Initials Collection was a strong trendsetter. Handcrafted in several variations, the pieces allow their clients to enjoy mixing and matching “to create their unique personal narrative,” the duo said.

“We blend a passion for sculptural arts, vibrant colors and the nostalgic allure of the ‘60s and ‘70s. We design pieces that exude a playful energy and evoke a sense of freedom. Each piece is meticulously handcrafted by master artisans reflecting the utmost quality and evocative beauty. Our materials include 14-karat gold, diamonds and hand-cut gemstones,” they said.

Campbell + Charlotte jewelry.

Caroline Lawson

Campbell + Charlotte jewelry

Color may seem like a perennial trend but this year’s show had a renewed focus on colors that felt playful and sentimental from a wide range of semiprecious gemstones, a big part of Campbell + Charlotte’s jewelry. Creator Jenny McHugh launched her brand in 2021— based in Charlotte, N.C. — inspired by her journey in becoming a mother. “I started the line soon after my first daughter, Campbell, was born and I say she is the spark that started it all and the muse that keeps the collection alive,” she told WWD.

Each collection is a “reflection of the intense emotions and phases of motherhood. I work to translate these emotions into a design element that can inform that collection, creating an interconnected web of stories, memories and lessons that weave throughout the line. Now a mother of two, I cherish the lessons motherhood has taught me and how this crazy journey continues to fuel inspiration for the line. Above all, I believe that jewelry tells a story and serves as a vehicle to allow these stories to be memorialized and shared through generations.”

Her signature pieces include her Evolve stone inlay ring — pink; Found Cabochon Station necklace — moonstone; Spark emerald-cut pendant necklace — malachite; Spark Chevron cigar band ring, and Juju Hearts bangle.



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