conceptualized, designed, and built a fine jewelry brand and business
The concept is built upon the position that 18K solid gold is the superior purchasing choice for jewelry lovers seeking quality/longevity, trendiness, and economic value in their jewelry.
The typical offerings for those customers have historically been either trendy, "fake gold" brands with high price tags, or special-occasion, old-school jewelers with high price tags.
The Ange Hadid philosophy is to ditch materials masquerading as or emulating genuine, quality gold -- instead, 18K solid gold should be the sought-after standard, and should be available at accessible pricing, be branded in a culturally relevant way, and be valued as an economically superior purchase both short- and long-term.
Fake gold refers to vermeil, gold plating, and other material masquerading as solid gold. We hold 18K solid gold as our benchmark for genuine gold.
Ange Hadid deems even 14K solid gold insufficient to meet the standard of true elegance worthy of the ritual of decorating yourself and the art of generational gifting.
VIDEOS - social
Announcement video + Launch video