Founded in 2008 by fourth-generation Belgian diamond dealer Audrey Savransky, AS29 Fine Jewellery broke new ground with her rock ‘n’ roll inspired, flirty designs. By 2009, AS29 was available in countless jewellery stores around the globe and counted Project Runway judge Nina Garcia and stylist Rachel Zoe as early fans. Offering modern women the perfect cure to diamond envy with her unique provocative take on fine jewellery, the AS29 designs are both bold and feminine. Each collection is created with the same precision applied to any chemical compound, while the line’s name is inspired by the elements in the periodical table, combined with Audrey’s initials and lucky numbers. “The way you wear jewellery is usually a reflection of what kind of person you are", says Audrey. “Some stones are gorgeous but the person who wears them transforms the jewellery.” AS29’s first collections were created in a classic colour palette emphasising the combination of black and white diamonds and pioneered the trend for jewellery worn in new ways. Offering phalanx rings, ear cuffs and arm cuffs, alongside bracelets, earrings and pendants, her signature designs combined a tough elegance with a refined edge and were soon seen on iconic model Kate Moss, singers Miley Cyrus, Rihanna, and Rita Ora as well as actresses Sienna Miller and Celina Jade. “The majority of my pieces have been designed to be worn at anytime of day. You start with a simple ring and by adding and stacking other pieces you get a more evening / night time/ elaborate look, explains Audrey. “You don’t wear diamonds just on special occasions anymore.”