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Ara Vartanian: A Glittering Jewel in Mayfair’s Crown

In keeping with Brazil’s hosting of the Olympics, renowned Brazilian jeweller Ara Vartanian has opened his first London flagship boutique at 44 Bruton Place, Mayfair. This makes perfect sense given the jeweller’s growing celebrity fanbase over here, which includes Kate Moss, Naomi Campbell, Liv Tyler and Keith Richards. Mayfair has long been the home of high fashion and also a surprisingly quiet and calm place to shop not far from busy Bond Street.

In keeping with Brazil’s hosting of the Olympics, renowned Brazilian jeweller Ara Vartanian has opened his first London flagship boutique at 44 Bruton Place, Mayfair. This makes perfect sense given the jeweller’s growing celebrity fanbase over here, which includes Kate Moss, Naomi Campbell, Liv Tyler and Keith Richards. Mayfair has long been the home of high fashion and also a surprisingly quiet and calm place to shop not far from busy Bond Street.

seen london Bruton PlaceAra Vartanian _MG_8131

The London shop will echo the design of the São Paulo and Rio de Janeiro stores, but of course, with a unique London twist. Architects Estudio Tupi have collaborated with Vartanian for ten years and for London, have created a distinctive brass symmetrical grid frontage that reinvents the space for retail use, but with respect for surrounding architecture.

seen london Bruton PlaceAra Vartanian _MG_8087-Edit

Born into a family of jewellers in São Paulo Brazil, Ara Vartanian grew up learning the techniques and skills that would later inspire his own design process. Famed for his use of symmetry and bold design, Vartanian has built a fearless style that uses inverted diamonds, the double and three-finger ring and the Hook earring. In keeping with such innovative jewellery design, the store features many handmade elements. A carved-out concrete wall (Béton Brut, a method used in 1920s Brazilian construction) is a key statement within the store, similar to the boutiques in Brazil. All the furniture was chosen by Ara himself, focusing on Brazilian designers from the 50s and 60s with an artisanal or handmade element to their work, such as Zanine Caldas, Jorge Zalszupin and Sérgio Rodrigues. A JBL Hartsfield speaker from 1949 will sit in the showroom, perfectly illustrating Vartanian’s passion for vintage, iconic design.

seen london Bruton PlaceAra Vartanian _MG_8134

Ara Vartanian summed up his approach thus: ‘I wanted to align the architecture to one of the concepts behind the jewellery – that of “opposite elements”: the raw and the refined. A carved-out concrete wall can be compared to an inverted diamond, it is rugged but designed with elegance.’
A stunning centerpiece to the space is a table designed by Vartanian with artist Hugo Franca (who creates Furniture Sculptures from trees which have been felled by natural causes like the weather). With a tabletop made from 1000-year-old wood and legs carved from crystal, the piece promises the discerning customer a truly luxe and immersive experience.

Ara Vartanian
44 Bruton Street
Mayfair
London
W1J 6PB
www.aravartanian.com