FASHTALKS WITH EDWARD AVEDIS

What inspired you to pursue jewelry design? 

I love to sketch, pencil on paper. My family business goes back five generations in jewelry making and manufacturing. My father suggested I use my talent to draw and create jewelry designs. The rest is history.

Where did you work before you launched your brand?

I managed my family’s retail jewelry store for fifteen years. Prior, I worked for Tiffany & Co.'s subsidiary Iridesse Pearls in New York and Los Angeles.

What was your first job out of college, and how did you land that position?

It was at Iridesse, where I applied at least 30 times on their career website before getting a response. Once I interviewed, I was given the offer on the spot, to be a Management Associate for Tiffany &  Co.'s new venture.

What did you wear to your first job interview? 

A bespoke navy blue suit, a French cuff shirt with a yellow tie, Bruno Magli shoes and an IWC Portuguese watch.

If you had to interview for a new job what would you wear today?

A bespoke sport coat, AG Adriano Goldschmied graduate pants, an open collared button-down shirt, and Santoni loafers.

If you could do something different before starting your business what would it be?

I took the right steps to get where I am.

What was the toughest circumstance you overcame when just starting out your business? 

Finding the perfect location for my boutique and funding.

What is one thing you look for when interviewing a potential candidate for your company?

Experience in customer relations, fashion styling, design and work ethic.

"E-commerce has drastically shifted the purchasing experience."

How is working in the jewelry industry different today than from when you started out?

E-commerce has drastically shifted the purchasing experience. It has reduced the need for large retail spaces. While clients are more comfortable purchasing online, once the price is over a certain amount, they still want to try on and see pieces in person.

How important is social media to your brand?

It is VERY Important.  Instagram has played a vital role in my business with generating leads and exposure of my creations.

How do you define fashion?

It’s a personal statement of one’s image. 

How would you describe your personal style?

Business, smart, casual and fashion-forward men’s wear. 

What was your biggest fear when going out and starting your own line?

I had no fears; I was confident with my experience and history in the fine jewelry business and believed I would be successful to branch out on my own.

What are your greatest strengths and weaknesses?

Greatest strength is persistence and the will to never give up on a goal. My greatest weakness is I can’t quit ice cream.

What is your favorite part about being a designer?

My favorite part is the ability to bring my jewelry visions to life and the chance to create bespoke pieces for my clients.

How do you want your buyer to feel when wearing your jewelry?

I want my buyer to proudly wear my jewelry and receive endless compliments, which they already do.

"The ability to be your own boss is the most successful feeling."

What does “success” mean to you?

Never having to ‘set my alarm clock’ for the next day. The ability to be your own boss is the most successful feeling.

Where do you draw inspiration from for your designs?

Colored gems, and modern styling. I love to work with clients’ desires to create their wish list item. My wife is my muse.

Do you see your brand ever expanding into a different avenue? Why or why not?

I’d like to see my brand expand to signature collections available to a broader audience. Currently, I produce limited quantities and mostly bespoke, one-of-kind pieces.

Are you passionate about something other than fashion?

Vintage items, exotic cars, and comic book animation.

What is your favorite fashion trend?

There is no longer an expectation for men to wear neck ties!

What is your least favorite fashion trend?

The Yeezy shoes.

There’s so much pressure for designers to come out with their greatest collection season after season. What advice would you give to young designers just starting out and hoping to make it in the industry?

Believe in yourself first. Research what the current trends are and start from there. Put your own style on what is working for others because there is no need to reinvent the wheel. Once you start seeing success, it becomes easier to be ‘original’ and push boundaries.

You are currently based in Santa Monica, CA. Is that where you are originally from?

Yes, born and raised.

What can consumers expect to see next?

Every day, wearable fine jewelry.

What is the inspiration for your brand’s name?

Edward Avedis is my father’s and my first name.

"I have created bespoke, one-of-a-kind pieces for Lady Gaga, Molly Sims, Bob Iger, and Arnold Schwarzenegger."

What has been your biggest accomplishment to date? 

I have created bespoke, one-of-a-kind pieces for Lady Gaga, Molly Sims, Bob Iger, and Arnold Schwarzenegger.

How would you define the Edward Avedis customer?

The customer that understands the story behind the brand, as well as the quality and craftsmanship.

If you could visit one place in the entire world, where would it be and why?

Paris, always Paris. It evokes a feeling every time I visit. The city, the buildings, the fashion, the food, the language, EVERYTHING about Paris is amazing.