Âme Stories

Elinor Avni: Creative Director of Âme

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Creativity is the beating heart of Elinor Avni’s life. You can see it in the jewelry she designs and in the way she dresses (think elegant vintage finds mixed with sneakers, sportswear and well-cut tailoring). As for the modern way to wear diamonds? Âme’s creative director knows a thing or two about what women want.

Growing up in New York City, her urban upbringing remains a huge influence on her design perspective. Inspired by art and architecture, travel and, of course, women, it seems only natural she would become a jewelry designer. After being awarded a degree in interior design, Elinor’s career began in architecture, until she quit 9 years later to work on her other passion – designing jewelry and accessories. Establishing her own jewelry line, Avni collaborated with her greatest source of inspiration the sculptor, painter and highly-skilled maker of classic jewelry otherwise known as her mother. Raised by an artist, like we said, creativity is in her soul.

‘Art, architecture and music play a big role in my life, but when I think of soul I think of the word ‘essence’ and an uncontrollable urge to do something in a certain way’

‘The special thing Âme gives to the style-aware woman is the freedom of self-expression’

A respectful spectator of the ever-evolving world of fashion, Avni’s design philosophy feels like a reflection of society that looks to the runway not for straight-forward inspiration, but for a myriad of cultural references. Fashion taps into the zeitgeist of what women want, and a season of runway shows can be like holding a mirror up to the world. Nothing like the slavish trends that go in and out with the weather, Avni’s collection for Âme is meant to be worn for years. A collection of modern-day heirlooms, Âme is designed to be added to, kept, but always worn. And speaking of being worn, when it comes to diamonds, Avni is a firm believer diamonds shouldn’t be kept for best and doesn’t distinguish between day clothes or eveningwear. ‘The special thing Âme gives to style-aware woman is the freedom of self-expression’, says Avni. Wear what you want, when you want, how you want (permission to wear diamonds at breakfast granted!)

‘Art, architecture and music play a big role in my life, but when I think of soul I think of the word ‘essence’ and an uncontrollable urge to do something in a certain way’. A design purist without being puritanical, Avni’s collection for Âme is soulful, collectable, and, a lot like her, a welcome breath of fresh air. Diamonds really are forever.

When I think of soul I think of the word ‘essence’ and an uncontrollable urge to do something in a certain way.