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Branded fang
“Our signature “fang” – is always present in every piece one way or another”. Photo © PR Eshvi
“Our signature “fang” – is always present in every piece one way or another”. Photo © PR Eshvi
Natia Chkhartishvili and Tamar Svanidze. Photo © PR Eshvi
Natia Chkhartishvili shares some secrets with evelinakhromtchenko.com of Eshvi jewelry brand founded together with Tamar Svanidze. Georgian girls confidently plays with the designs and do not afraid to show everyone their fashion “teeth”.
Text: Yaroslav Fashchevskiy
Could you please tell more about your brand? How did you decide to make your own one?
Eshvi is a brand, which takes pride in presenting pieces which have unique design and eye-catchy forms. We always put our heart and soul into every collection and I believe it shows. We always hope to evoke a strong emotional response from our customer and to make them feel a part of our story. I think we have managed to do so, especially with the last two collections which revolve around the most carefree time of our lives – childhood. We always try to combine such sub-stories with intricate design and feminine touch. Fashion has always been my passion and throughout my career I have always worked in the industry. Upon moving to London, I had an opportunity to put my passion into practice and I seized it!
What kind of difficulties did you have during your first steps in fashion?
As a young brand it is always difficult to raise awareness and be seen. To achieve this goal it is essential to have a clear vision, strong marketing plan and hard work. Naturally the product has to speak for itself. We take pride in our quality and finish. We have been extremely lucky to have had brilliant press coverage and celebrity attention from the very beginning which put us on the fashion map early on.
What was the inspiration for the very first collection? Where did you show it?
Our very first collection was called “The Fang Collection”. It was an introductory collection and was inspired by our brand name Eshvi (in translation from Georgian meaning “Fang”). We presented our first collection during Paris Fashion Week at Tranoi. Eshvi was started with a costume jewelry, but last season we decided that we were ready to produce fine jewelry as well, so we made Gisele for Eshvi fine jewelry line also. Our first fine jewellery colleciton was also inspired by our brand name but we decided to take it a step further and give it a mysterious and an ethereal feel. We named it ‘Creatures of the Night’. With this fine jewellery collection we decided to fine the line between glamour and delicate beauty, while steering away from conventional approach and offer our customers something new and exciting.
What is the concept of the new collections?
The concept of our latest “Back to School Collection” is a continuation of our previous one and revolves around our childhood. I personally have very fond memories of my school years. Remembering those time makes me happy and by this collection we hope to share the joy. The school inspired details are vividly seen in the design of every piece but we also added a feminine, edgy and stylish touch with the choice of materials and colours.
We are currently working on spring-summer 2016 collection and I am more than happy to give evelinakhromtchenko.com the priority and share with you the draft concept of our next collection.
For costume jewellery we are developing the collection based on the solar system and planets. For the first time in our costume jewellery line we will use semi precious stones. I strongly believe the use of semi precious stones will make the collection more appealing to our customers and the price point will be easily justifiable. For fine jewellery our collection is based on the concept of birthstones. Each person will have the opportunity to wear a piece with their own birthstone corolating to the month they are born in. Each piece will therefore create an emotional attachment between the customer and the jewellery. I am also sure that our fine jewellery pieces will be a charm of happiness and success to each women purchasing our jewellery.
What kind of differences between seasonal collections?
We always try to make have an underlying theme for every collection and our signature “fang” – is always present in every piece one way or another. At the same time the goal is to inspire and present something new each time.
What is your favorite piece? Is it possible to choose?
It would be very difficult for me to choose only one piece. The beauty of our collections is that they are very diverse. I think it all depends on my mood. I can always find something to match how I feel at any given day. If I had to choose I would pick a choker from our current fine jewellery collection – “Into Space”. The necklace is versatile, blue topaz gives it an airy and dreamy feel, but at the same time it makes a statement and has a lot of personality.
Could you please describe a woman wearing Eshvi?
A woman wearing Eshvi is a trend setter. She is expressive and bold in her style choices but maintains femininity and is chic. Eshvi woman knows exactly what she wants.
