Yellow gold nails with Lucia additions, by Idyl.
Idyl For years there 'There has been a lot of controversy in the jewelry industry regarding the use of lab-grown diamonds. Some old school jewelers claim that creating a diamond in a lab takes away its rarity, and therefore, its value. But younger brands, like, say the quality is just as good, and there is the added benefit that no child labor is involved in the process of creating a piece of fine jewelry. - which should always have been something to consider.
Idyl was founded by brothers Ornella Siso, 26, and Ori Siso, 36, and their good friend Kevin Lewy, 37, in February 2020, as the coronavirus pandemic slowly closed all major cities of the world. Each piece is handcrafted in their workshop in Antwerp, Belgium. The city is known for its diamond district, where much of the diamaglobal quality nts.
Yellow gold diamond nail with add- on Coco, by Idyl.
Idyl Ori and Kevin each have over 18 years of experience in the diamond industry and have worked with some of the greatest jewelry houses around the world, that's why their decision to launch a ethical diamond company is so revealing.
"Although the diamond industry has been around for hundreds of years, it is one of the few industries that has experienced little or no disruption "said Ornella.
It's also notoriously tough and old-fashioned, which is why it has seen little progress in terms of sustainability and ethics, unlike the industry. fashion.
When lab-grown diamonds first appeared, the industry was threatened, as these gemstones offered a "chemically, physically and optically identical alternative to a mined diamond." , "explain the founders.
Seeing this, Ori and Kevin decided to turn the threat into an opportunity, embracing lab-grown diamond, "which is a sustainable alternative to natural diamond," they said.
Yellow gold diamond nail with Gabrielle add-on, by Idyl.
Idyl Although the idea of ​​spending a lot of money on a one-of-a-kind site, mined the diamond from the earth is still rooted in in the minds of many - thanks to centuries of goodwill - the founders of Idyl believe that there is more value in buying the "right" piece of jewelry than in buying it.Buy a "Rare " Coin, simply based on the outdated concept of "status ".
"People do not understand that this scarcity often results in the mining of tons of soil, diamonds from blood, child labor and human rights violations, "Ornella said.
Fortunately for designers, today's younger generations are more critical of the brands they support and tend to buy items made by companies whose brands they support. values ​​match their
The founders of Idyl said they are delighted that their luxurious yet extremely wearable pieces are being bought everywhere by modern young women, as traditionally, for many reasons, women are reluctant to buy jewelry for themselves.
Yellow gold diamond nail with Audrey add-on, by Idyl .
Idyl By making their jewelry affordable, stylish and really fun and easy to wear, especially the pieces " modular innotouts that can be used as complements to traditional nails - Ornella, Kevin and Ori have eliminated the intimidating factor that has long accompanied the purchase of diamonds and fine jewelry.
"I hated how much the experience of buying luxury jewelry was: security guards, waiting lists and huge prices," said Ornella. "I knew our generation needed something different.
And she was right. About 90% of the brand 's audience is made up of women, aged 25 to 45, buying diamond jewelry for themselves, sometimes for the first time. They are not royalty or Hollywood stars - although Jessica Alba, Jamie Chung and Eva Longoria own some pieces - they are normal women , confident and active who now have a must-see site where they can purchase quality diamond earrings and necklaces that matchent to their lifestyles.
"Women today are really versatile; we don't want an expensive pair of earrings to wear for the next 10 years. We want to change our ways. pieces, dress them up or down., wear different earrings on each ear and tailor our looks without compromising on quality, "said Ornella.
The founders are currently designing their next collection by getting feedback from their Instagram followers and future clients. Has the diamond world ever seen such down-to-earth innovation?
Diamond in yellow gold with Amelia add-on, by Idyl.
Idyl Ornella, Kevin and Ori like to say that their commitment to transparency and ethical jewelry making is "as clear" as their diamonds, and they are not wrong. This mission materializes in their expertly crafted parts, the use of traceable "green" gold sourced from conflict-free regions and packagingfresh and recyclable - which are also very Instagrammable.
But that's not the only reason their brand has gotten such a positive response from young women.
Their dedication to making diamond buying accessible and exciting is something customers rarely get to see in such a status-based industry. Idyl, finally, breaks these stifling barriers.
