Byredo to launch fine jewelrysoon. The first pieces made of 18-karat goldand sterling silverwill be available at the end of November. It's called Virasaat, which is a Hindi word for "inheritance," to honor Ben Gorham, the founder of Byredo, who is from India. The brand only has one connection to when meetings happen.
Byredo had tried his hand at making fine jewelry before. In 2020, it came out with a line made with Charlotte Chesnais. Gorham said that these kinds of partnerships teach the businessa lot.
In a bold move that diversifies its offerings, Byredo, the globally acclaimed fragrance brand, is set to captivate the world of luxury with the launch of its inaugural fine jewelry collection, Virasaat. Renowned for its high-end fragrances, Byredo has decided to extend its artistic finesse to the realm of jewelry, marking a significant expansion for the brand.
The Virasaat collection, aptly named after the Hindi word for "inheritance," serves as a homage to the Indian roots of Byredo's founder, Ben Gorham. This new venture promises a harmonious blend of fine craftsmanship and cultural reverence, with each piece meticulously crafted in either 18-karat gold or sterling silver.
What’s been really nice - and this has always been the case with Byredo - is we’ve set our own type of cadence. When you have a large part of your business through direct channels and have spent many years engaging with a number of communities, which we have, you can launch things when and how you want.- Ben Gorham
Our process is quite long, because not only do we design products, we truly engineer them. That approach, that idea of obsessiveness around perfection, takes time. So simply, we’re done with the first iteration of the jewelry and we thought it’d be a good time to let people see it.- Ben Gorham
The jewelry line encompasses a diverse array of offerings, including necklaces, bracelets, rings, and earrings, each bearing the hallmark of Italian craftsmanship. The designs boast intricate patterns, featuring interwoven circles and strips that exude sophistication and finesse, reminiscent of the timeless elegance of pearls.
Fashion enthusiasts and admirers of Byredo's distinctive style can get an exclusive sneak peek and the opportunity to secure their favorite pieces during the pre-sale event at the Byredo boutique on Rue Saint-Honoré in Paris on November 30th. The wider public will have access to the Virasaat collection in other Byredo flagship stores starting January 25, 2024.
The price range for these exquisite jewelry pieces reflects the collection's diversity, with prices starting at $350 and reaching up to $27,000. As the fragrance giant makes its foray into the world of luxury jewelry, Virasaat promises to be a stunning testament to Byredo's commitment to artistic innovation and cultural celebration.
Byredo, which is best known for its high-end perfumes, is launching a new line of fine jewelry called Virasaat. The line is named after the Hindi word for "inheritance," which is a nod to the Indian background of founder Ben Gorham, writes WWD writer Jennifer Weil. The line will come out in late November and will have pieces made of both 18k gold and sterling silver. From $350 to $27,000 is how much they will cost.