AïANA Jewellery Sydney - Brand Introduction
Thank you for your interest in AïANA. Below you can find copy that will help to share our story. For more info or press enquiries, please contact us at hello@aiana.studio – we’d love to hear from you!
About Us
AïANA (pronounced eye - ah - na) was created as an ethical and sustainable jewellery alternative for the discerning collector. Our name means eternal blossom, a notion of endless beauty that resonates with our slow fashion objective to create contemporary keepsakes that stand the test of time.
Throughout their years of friendship, our founders Sue and Kim always shared a passion for jewellery and an admiration of fine design. Concern for environmental and ethical issues related to the traditional jewellery industry saw them searching for a better way to adorn themselves without compromising their values. What began as a conversation, soon blossomed into something bigger and AïANA was born.
“Our motto is ‘A Conscious Choice’. Just like the transformation that has happened in the food industry over the last decade, we want to actively contribute to a world where consumers are connected to their purchases, looking beyond the surface to know how they’re made, to provide a deeper connection and appreciation for the pieces they hold so close – both physically and emotionally”
Drawing upon decades of experience in the Australian fashion industry and training in precious metal jewellery, Kim and Sue spent years sourcing and vetting suppliers and manufacturers to ensure they were creating partnerships that lived up to their ethical standards. Through their research, they discovered that even industry gold standards like the Kimberley Process for diamonds left a lot of leeway for shady industry practices to continue. They realised the only way to ensure the creation of a better alternative is to work exclusively with lab created diamonds, which by their nature sidestep mining activity without compromising on quality.
“One of the cornerstones of our company is education – sharing what we’ve learnt about the industry ourselves so that even if people aren’t shopping with us, they’re informed enough to ask questions and make ethical choices in the future.”
Launching in April 2021, Sue and Kim made it part of their objective to reduce carbon emissions while making a positive impact on the Australian Jewellery industry. While many companies manufacture in bulk in developing countries to take advantage of cheap labour costs, AïANA takes pride in supporting local suppliers and producers by keeping everything as close to home as possible.
“Ethical manufacturing is an ongoing process – it’s not just the cheap and easy way or the perfect but hard way, there’s a whole grey area in between and we’d like to think we’re constantly reaching for the most sustainable option possible. One example is our packaging- we wanted to avoid plastics while protecting the items during shipping and creating a pleasurable unboxing experience. This led us down the path of researching the Forest Stewardship Council for jewellery boxes, recycled shipper boxes and home compostable mailers, but also really assessing what we put in each package to make sure we weren’t just adding things for the sake of it.”
The Big Question
Are lab grown diamonds actually diamonds?
Contrary to what some will try to tell you, lab created diamonds are not 'fake' or 'synthetic', they are real, pure crystallised carbon diamonds. But you don't need to take our word for it, in 2018 the U.S. Federal Trade Commission made this statement:
"...technological advances have made it possible to create diamonds in a laboratory. These stones have essentially the same optical, physical and chemical properties as mined diamonds. Thus, they are diamonds.”
Design Inspiration
Our design inspiration comes from patterns found in nature, modernist art and architectural form. With each new capsule we focus on a universal theme – strength, balance, unity, whimsy – then we explore these ideas by stripping them back to their most refined elements for a timeless appeal. Many of our pieces are designed to be worn alone as well as in conversation with one another, to build a variety of looks.
Conceived from a slow fashion consciousness, AïANA doesn't release seasonal collections in order to create obsolescence in the previous season’s range. Instead, we review and refine our offering as an ever-evolving collection, releasing new capsules periodically to grow the story.
At their core, our pieces maintain a contemporary sensibility that ages gracefully with the wearer.
Our Values
The AïANA team is on a mission to use a new perspective to disrupt an industry steeped in unchallenged and hidden practices. We are committed to a transparent approach in the sustainable creation of high quality fine jewellery.
Quality is key
Ethically conscious consumers need not sacrifice their standards to support a worthy cause. Our diamonds and metals are independently certified by industry leaders including the Responsible Jewellery Council (RJC), the Gemological Institute of America (GIA), and the International Gemological Institute (IGI) to provide the highest quality for our products.
Supporting Local Industry
Our pieces are created with local production facilities and suppliers. We aim to bring everything as close to home as we can. Any proprietary materials that cannot be sourced in Australia are transported with a concern for carbon impact.
Sustainable Processes
We don't create excess inventory; we carefully plan our stock and most pieces are created one at a time, just for the person who has purchased it. We exclusively use lab created diamonds and work with established partners who don't compromise their standards for profit.
Giving Back
As part of our commitment to sustaining the natural environment, AïANA donates $10 from every order to Bush Heritage Australia, an independent non-profit that works in collaboration with traditional landowners, scientists, and government and community organisations to conserve landscapes and waterways for plants, animals, and people.
Bush Heritage is an independent not-for-profit that buys and manages land, and partners with Aboriginal people, so we can protect our irreplaceable landscapes and our magnificent native species forever.
Social Media Links
#ACONSCIOUSCHOICE
Media
Editorial and promotional content:
Vanity Fair London
Russh Magazine
Organic brand shares on instagram:
@eluxemagazine: 22k+ followers
@eekkolookbook: 6k+ followers
@sammi.back2me: 11k+ followers
@danimarsland: 8k+ followers
Brand Collaborators:
@thebodymethodology: 7k+ followers
@theproviderstore: 39k+ followers