Jewelry company founded on love

Photo provided to China Daily

Etername is presented in three collections: Pret-a-porter, Couture and Haute Couture.

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Pret-a-porter, as its name connotes, is easy to wear and seasonal. It is divided into groups. The Lunaria group, for example, features gold discs encircled by brown diamonds or spinels. The Carmin group uses thinly sliced colored discs of red agate, malachite, lapis lazuli or onyx set with yellow sapphires or white diamonds. This group of fluid and flirty designs was inspired by flamenco dancing from the opera Carmen.

Besnainou recommends anything in this collection as an entry purchase into her brand because the designs are simple and easy to wear. There is a wide choice of colors and the pieces mix and match easily with other jewelry and clothing. She finds inspiration in everything from Moroccan argan fruit for earrings to the time of day - night for black gold and sunset for rose gold.

The Couture collection features bolder and unique pieces for a more style-confident client looking to make a statement. Expect 5 comprises dangling hoops of diamond earrings, while the Noor cuff in brown diamonds set in rose gold was inspired by window framework in Dubai and the Cuff Grain de Couture is made with black gold and spinels set in ebony.

The Haute Couture line includes anything custom-made according to customer's specifications or a special design by the house. The founder's favorite piece is the handmade Pili Cuff, which is shaped to your wrist and features a cascade of diamonds set in gold and titanium seamlessly perched on an ebony cuff.

Etername already has a following among international celebrities who appreciate her talent. Models like Audrey Marnay, who was one of her first clients, and Natalia Vodianova, film stars Julie Gayet, Sharon Stone and Diane Kruger, and singers Kylie and Eve have already discovered the brand.

Etename has a boutique in Paris fondly called a "boudoir" off the Avenue Montaigne. Throughout France, it is carried at various boutiques in playgrounds of the rich, such as Monaco, Saint Tropez, Courchevel, Megeve, Deauville and Bordeaux.

Soho Jewelry carries it in Moscow. It has also been picked up by prestigious internationally recognized department stores like Lane Crawford in Hong Kong and Beijing, Harrod's in London and Saks Fifth Avenue in the United States.