Bold, oversized and captivating, Ara Vartanian jewelry is made for the confident.
Elite Traveler speaks to the founder of the São Paulo-based brand – who refreshingly still oversees the entire crafting process – to uncover his inspirations and find out how he wants to contribute to the wider jewelry world for years to come.
In your own words, how would you describe the signature look and feel of Ara Vartanian jewelry?
My work is instinctive. It’s an emotional process — it always starts with the stone, which guides me. I don’t follow formulas or trends. What drives me is intensity and the truth of that specific creation.
I’ve developed two- and three-finger rings, ‘hook’ earrings, and other forms that often challenge the traditional way of wearing jewelry. But it’s never style for the sake of style — it’s about expression, about energy. My pieces are structured, sometimes subversive, but always intentional. For me, a meaningful jewel is one that stirs something — in the viewer and especially in the wearer.
Can you talk us through your stand-out recent designs or a particular piece from the archives that you love?
I recently developed a new two-finger ring with kinetic movement — a piece that was born from the desire to explore comfort without compromising visual strength.Its articulated system follows the motion of the hand, creating a bold piece that adapts, that breathes.
That tension between function and emotion is something I’m increasingly drawn to. A jewel must have soul — but also structure. Emotion and engineering.
The brand was born in Sao Pãulo – how does the city influence your designs?
São Paulo has a vibrating kind of energy. When I feel blocked, I get on my motorcycle and ride through the city — and everything shifts.
It’s a place of creative chaos, where cultures, sounds and stories overlap. That diversity is everywhere — in the streets, in the gestures, in the air.
It’s not a comfortable city. It provokes you, knocks you off balance — and that friction inspires me. There’s a lot of that tension in my work: between the raw and the refined; the spontaneous and the precise.
What other inspirations or influences have been key in developing the Ara Vartanian brand through the years?
Jewelry has always been part of my world — I grew up in a family where this craft was part of daily life. But I’ve built my own path in an intuitive way, always listening to the stones and creating what feels right.
Contemporary art has always been a strong influence. I’m drawn to works that challenge, that move you. The thinking behind the artwork often sparks ideas. I also have a close connection with design, especially furniture. I’m interested in proportion, in the honest use of raw materials, in the balance between form and function.
And music is always present. It sets the inner rhythm of my creative process. These references — visual, tactile, sonic — blend together and guide me to a more sensorial approach to creation.
Your pieces are beloved by celebrities – what does it mean to you to see your designs on the world stage?
It’s always special to see my jewelry being worn — by anyone. But when a celebrity chooses to wear it, knowing they have access to everything, it means something clicked. That said, it feels even more meaningful when someone chooses to buy a piece — it means that something about it truly spoke to them.
Of course, when a public figure wears one of my pieces, it travels further. But what truly touches me is seeing someone in everyday life wearing something I created. That hits differently.
How do you ensure that your practices – both in terms of stone procurement and manufacturing – are sustainable for people and planet?
Everything is made in-house, which allows me to oversee every step — from raw stone to final piece.
In 2018, we launched the project O Futuro é Brilhante (‘The Future is Brilliant’) to expand how the industry looks at sourcing, environmental impact and working conditions. It’s an ongoing process, guided by ethics, awareness and a commitment to keep adjusting responsibly what needs to be transformed.
You have intentionally kept your operation small and scaling your business hasn’t been a major priority thus far – why is this and what do you think it says about your brand?
I believe in the rhythm of creation, in the rhythm of the workshop. Jewelry, to me, is atelier work — selecting stones, overseeing settings, being present at every step. Growing just for the sake of it would pull me away from that.
True luxury lies in the process. In care. In dedication. I prefer to grow slowly, with integrity — staying connected to each stage of making.
Looking forward, how will Ara Vartanian continue to position itself as a leader in the high jewelry world?
I want to keep creating with consciousness, ethics, and depth — pieces with presence that speak to our time. I also want to contribute more broadly to the industry: by supporting new talent, preserving artisanal skills and valuing the handmade.
And I often think about who will be wearing these pieces in the future. My children make me think about that. If the brand stays true to itself, its path will keep unfolding naturally.
