CADA CLIENTE É ÚNICO E ATENDIDO COM EXCLUSIVIDADE
Alessandra Semeoni representa a terceira geração de uma família de joalheiros com 60 anos de tradição na alta joalheria. Sua marca, fundada em 2017, surgiu do desejo de criar um espaço intimista e reservado para expor suas criações, além de uma seleção de joias especiais cuidadosamente curadas de diversas partes do mundo.
Localizada em São Paulo, a marca alia design e qualidade a um preço justo, atendendo clientes de todo o mundo. O atelier — como é chamada a loja — é um ambiente acolhedor e sofisticado, decorado com elementos que refletem a essência da marca, proporcionando uma experiência única aos visitantes. Os atendimentos são personalizados, garantindo segurança e privacidade. Os clientes têm a oportunidade de escolher joias únicas e exclusivas e também podem participar do processo criativo, desenvolvendo peças em co-criação com a designer, sob a orientação e expertise de Alessandra, que valoriza a individualidade de cada cliente.
EVERY CLIENT IS UNIQUE AND RECEIVES EXCLUSIVE ATTENTION
Alessandra Semeoni represents the third generation of a family of jewelers with 60 years of tradition in high jewelry. Her brand, founded in 2017, arose from the desire to create an intimate and private space to display her creations, as well as a selection of carefully curated special jewelry from various parts of the world.
Located in São Paulo, the brand combines design and quality at a fair price, serving clients from all over the world. The atelier — as the store is called — is a welcoming and sophisticated environment, decorated with elements that reflect the brand's essence, providing a unique experience for visitors. Consultations are personalized, ensuring safety and privacy. Clients have the opportunity to choose unique and exclusive jewelry and can also participate in the creative process, developing pieces in co-creation with the designer, under the guidance and expertise of Alessandra, who values the individuality of each client.
1. How did your career begin?
I come from a family of jewelers who began their journey in 1961, when my grandfather, at 14, started working in a jewelry store. Fifteen years later, he founded his own store in the city center, followed by the opening of a branch in Shopping Iguatemi, in São Paulo. The fascination with jewelry and precious stones was passed down through generations, until it reached me, the family's third jeweler.
With this family history, it was impossible not to get involved in this universe. Since childhood, I learned to analyze the quality of stones and understand their characteristics, which provided me with a solid foundation even before I began my more in-depth studies.
2. What inspires you to create your collections?
My creations are designed for daily use. For me, acquiring a piece of jewelry — whether for oneself or as a gift — is a unique way to express love, care, and affection. Each precious stone is rare and unique, which makes it even more special. I believe that jewelry should be worn on various occasions, and that's why my collections are versatile and timeless, suitable for many situations.
3. Where did the concept of involving the client in the creation of the piece come from?
Every client is unique and has distinct preferences. The design that looks good on me might not suit someone else, which is why we offer the flexibility to customize our collections according to each client's wishes. When gifting someone a piece of jewelry, the possibility of participating in its creation makes the piece even more special, as the love and intention of those who helped create it will be immortalized in the jewelry.
4. What are the steps in the process of creating an exclusive piece?
The first step is to schedule a visit to the atelier. Then, I seek to understand for what occasion the jewelry will be used, which stones the client appreciates, and the desired gold color. After this initial stage, I send references and ask the client to share images of jewelry they like, to better understand their style. Next, we elaborate the 3D design of the jewelry for their approval and possible adjustments. Once approved, we begin production.