LDC X N-UE Brand Presentation
In light of the upcoming fashion week pop-up, we linked up with one of our Belgium designers launching in the UK in our February Store. We were lucky enough to get to know a bit more about the ins and outs of her refined and elegant jewellery line. Priyanka Mehta, creative director of N-ue Jewelry also shared some more detailed information on her brand, as well as the story behind her latest collection and why she joined LDC.
We are also extremely excited to display her latest collection in our London Fashion Week Presentation schedule. Click here to view more details on the presentation and an exclusive RSVP for the show.
Priyanka Mehta, is a 32 year old mother of three, and has over a decade of experience in the diamond and jewelry industry. She conceived N-ue with one goal, to create fine diamond jewellery that was accessible to everyone, without hurting our planet (we love this!). She was a student of Architectural History at Columbia University in NY. Her designs are inspired by clean lines and geometric shapes. Mies Van Der Rohe and Le Corbusier’s floating structures definitely played a part in my balance of heavy and light objects. The lightness of each band is like the pillars that hold up skyscrapers. The diamonds appear to float on your fingers.
What is the story behind your brand and your latest collection?
I've been working in the diamond and jewellery industry for over a decade. I had a front-row seat to the daily operations of the major mining houses, rogue governments and the horrendous effects diamond mining had on societies and the environment. I found my friends struggling to afford, or opting for alternatives to diamonds because of inflated prices and a lack of transparency in the industry. In addition to this, it was startling to realize that 95% of the diamond and jewellery industry is controlled by men. So my next question was how can I alter my impact within the same industry? Accessible pricing, transparent sourcing and employing more women were obvious steps, but that still didn’t solve the environmental problem with diamond mining. In September 2017 I was at the Hong Kong Jewellery Show and I saw a marked advancement in the quality of lab-grown diamonds that were being produced. The created diamonds were whiter, cleaner and larger in size. I’m a big tech geek and I thought this was revolutionary because it meant true gem-quality diamonds could be made more accessible and they didn’t come from a big hole in the ground! I sat down, realigned myself and created N-ue. I stayed true to myself and my aesthetic and designed a minimal, affordable line of sustainable precious jewelry. They are all made by hand, without an ounce of unnecessary material, allowing them to really float on you and become your second skin. The pieces are subtle and delicate, meant to be put on and never taken off. They’re made for everyday, sweat, shower and sleep.
What inspired you to start your brand?
A need for affordable, high-quality pieces that are responsibly created and that will last a lifetime.
In three words describe your brand ethos.
Accessible, Responsible, Luxury
What materials do you use, how do you source them and why did you choose these materials?
We use 18k gold, recycled from antique jewelry and discarded IT chips (phones, laptops etc). There is enough gold already available to us that doesn’t require mining. All our diamonds are created using Chemical Vapour Disposition or CVD technology. We start with a diamond seed or slice and place it in a chamber. Inside, moderate temperatures and low pressure is used to recreate the same circumstances under which diamonds are created in the earth’s crust. Carbon atoms are introduced in the form of gas and they form an isometric skeleton that gives diamonds their crystalline structure. The process takes two weeks. Once the diamond has formed, it is removed from the chamber and then cut and polished in the same manner as a mined diamond. CVD diamonds are physically and chemically identical to mined diamonds. We chose this material because mining diamonds is a destructive, costly process with devastating effects on our environment and eco-systems. Approximately 2.5 tons of the earth have to be removed and 126 gallons of water are used to uncover 1 carat of rough diamond.
Why have you joined LDC for London Fashion Week, and why is it important as an independent brand to work with a platform like LDC?
We have joined LDC for London Fashion Week to allow customers to learn and experience our brand in person. I love that LDC is a community of young brands with the intent to support each other in taking the next step. It is hard to be heard amongst all the noise and LDC really uplifts and allows us to spread our message.
CLICK HERE to make sure you don't miss out on joining us at N-ue's brand presentation.