I recently had the pleasure of meeting a young up and coming jewelry designer at Neiman Marcus, Beverly Hills the other day. I was at the store repping one of the many cosmetic brands I work with and overheard some of the employees raving about how beautiful Armenta jewelry was. So curiouser and curiouser, I had to see for myself what all the fuss was about! Entering the Armenta trunk show, was like stumbling upon Spanish treasure. So many dazzling gemstones and shiny yellow gold rings as well as beautifully crafted necklaces. A pirates dream come true!
After viewing each piece, as though I was at a museum, a beautiful young woman whom was the creator of the company (Emily Armenta) greeted me. Her energy was one of vibrance, and she had this kind-positive energy about her. Quite frankly, I am all about energy--if I get a bad vibe about someone I usually walk away. But in her case, I wanted to hear her story and know about this beautiful brand. She kindly told me about her company and we then looked at the many beautiful pieces together. Armenta jewelry is definitely made with passion and you can see it in every piece.
Armenta's Philosophy:
I believe that through art we have a voice and a message that needs to be heard. The underlying message that is intricately woven through out each collection is to challenge the status quo, embrace diversity, and embrace the struggle to make a difference. Change does not come easily and does not come without sacrifices.
I am inspired by other artists and great leaders, and their stories they tell through their art or the struggles that they have overcome. Therefore, many of the pieces are inspired by famous works of art found throughout Spain, such as poetry, paintings, architecture, and sculptures. Certain pieces are physical representations of images found in works of art, which is to pay homage to the artist’s message of inspiration.
For me jewelry is about the creative process and the deeper meaning behind art. Designs often come to me at night or in a dream. Therefore, I believe that it should not be limited by one element, but rather explore all elements and create the unexpected.
In search of my own Duende I discovered a window into the work of Spain’s most famous and important poet of the twentieth century, Federico García Lorca. I've been captivated by Lorca's idea of "duende".
"Thus duende is a power and not a behavior; it is the struggle that one must endure to create something of greatness”.
Each piece of jewelry that is hand crafted within our studio tells a story. And after hours and hours of work on each piece, finally, there are those moments when we know--not from our thoughts, but from the "duende that climbs inside . . . from the soles of the feet"--that what we are creating is magical.
I strive to push the boundaries and attempt the unexpected. I believe in unleashing the creative force within. Like a painter, I explore working with and mixing many different metals and stones to create a beautiful work of art.
Our partnership is not only a great opportunity to sell beautiful jewelry, but also to tell an amazing story about inspiration and dreams that will hopefully inspire others. The story behind the men and women who work at the studio is truly one of inspiration and embodies the American Dream. I feel that I have been given a chance in life to make a difference in the lives of others and challenge the status quo. This belief is a guiding principle at Armenta that we all embrace and strive to pass on to others. Please join us in this pursuit of passing on opportunities by sharing our story.
In between living and dreaming comes something else. ~Armenta
At the moment it comes only in BLACK.
