"Personalization and individual inspirations came across our path and made this one thing very clear: the future of fashion and jewelry is in the mind of the customer" states Antje Paul- Kessel, owner iDress. She adds: "Overstock and returns are challenges yet of the most sustainable business. On the other hand, customers come up with lovely and very creative dreams about what they would like to have. We don't want to dismiss these new opportunities. More and more clients ask for an individual design. That was the turning point for our design approach. "
Antje Paul-Kessel grasped the challenge and developed together with Swiss enterprise Forster Rohner iDress a personalized evening wear with lace provided by hundreds of little lights. The client demanded a perfect complementary jewelry.
And so, iDress jewelry design was ignited.
Silk & diamonds in particular seemed to be a marriage in heaven. The designer spent months to study the history of the Italian luxury jewelry, acquired more academic awards and knowledge in London's Gem-A about gemstones and diamonds and traveled numerous times to the city of Antwerp, Belgium, in order to learn about the inner circles of the established diamond trade.
In the meanwhile, iDress has opened an own office in the middle of the diamond district to be closer to the sources and the daily diamond trade. The international reputation of the young Antwerp fashion designers is an inspiring environment which Antje appreciates:
"In Antwerp, jewelry and fashion designers find interesting circumstances to grow both their creativity and their business. The city has a high purchasing power and sees a lot of tourists for shopping. All major brands are present, from Vuitton over Gucci to the Highstreet- labels. The less known brands are always good for a new discovery trip. Almost every day, there are cultural events around fashion and diamonds. The city is very creative, very much alive and builds the future on a long tradition in art and trade."
All designs will be handmade in Antwerp or Italy at the best jewelry manufacturing according to the clients wishes.
The new diamond jewelry collection will be presented shortly on its own domain and flag, idress.diamonds.