L' Dezen Jewellery Portfolio 2013 by L' Dezen Jewellery Co. Ltd.

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Contents Page Info

Pages

‘A Different Slice’

About

-The Brand

-The Designer

- L’ Dezen Factory

- JNA Awards publication

-What is a ‘slice’ diamond?

Products | Inspiration

-Ideas & Sketches

-Upcoming collection

Products | Styles

-Violetta collection

-Fiece Collection

-Venom Chadonne Collection

-Puri Di Cuore Collection

-‘A New Icon for Hong Kong Jewellery’ SCMP Article

Awards | Design Recognitions

Feature | Celebrities

-Poem by Twitter Fan

Contact

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(Right) ‘A different slice’ Hong Kong Jewellery Magazine, December 2011

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About | The big picture. Here you will find information useful to understand our brand identity:

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The Brand L’ Dezen is an international brand that offers 18K gold diamond hand made jewellery items manufactured in-house in Shun De, China. “I like to challenge the ideals of traditional jewellery by blending conventional materials to create neoteric pieces,” says the designer Payal Shah. The brand is defined by one-of-a-kind, original pieces and avant-garde style using unique materials like slice, rose-cuts, fancy shape and fancy colored diamonds, therefore a small inventory, making it a niche brand – An artisan activity. Our wide range of customers value the organic, earthy appeal and uniqueness of our pieces, which are distributed from Hong Kong to other parts of Asia, USA, UK, Europe, and Russia. As a young brand founded in 2011, we have already captured a significant segment of many different markets worldwide. Participation in trade shows around the world organized by UBM, HKJMA, HKJJA and many other organizations, has resulted in opportunities not only testing our markets but for business collaborations with a number of wholesalers and retailers. The brand ‘L’ Dezen’ officially retails in Hong Kong, New York, Istanbul, Russia and are also on an e-commerce website based out of the UK. The L’ Dezen collection is comprised of varying fine jewelry styles, from statement necklaces, cocktail and fashionable rings, chandelier and stud earrings, extravagant bracelets and bangles to simple pendants. The prices vary for each item starting from average 2, 000 USD up to 40, 000 USD per item.

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The Designer Born in India and grew up in Hong Kong, Payal Shah, at a young age, is a dynamic jeweler and the owner of L’ Dezen Jewellery. On 24th November 2011, Payal was crowned the winner of the Ms. Hong Kong Jewellery. Payal is an explorer of lofty ideals. Her designs are unique that appeal to lots of jewellery lovers thanks to her up-bringing background and her talents. Payal pursued her dream of architectural interior design in London when she was at 17. After graduation, she was engaged in designing furniture for international hotels. Along side, she was also working on a small collection of jewellery designs with some help from her mother, which have now evolved into an inventory of designers’ pieces today. ‘With strong architectural backgrounds, I believe my jewellery designs are with strong geometric presence and graphical potential’ says the Jewellery Net Asia ‘Young Leader of the Year 2012’ Award winner. Loyal to the philosophy of architecture; Payal pays attention to every detail, from the micro level, the shape of design and the choices of materials and settings. Under the lead of Payal, the chief designer, the company designs are unusual which ingeniously combines the concept balance of classical scheme and modern design. She and the L' Dezen team understand the different needs of their multi-cultural clientele and have been successful to provide exceptional service with a niche approach to high-end design. Visit www.payalshahdesigner.com for Payal Shah’s complete profile.

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Manufacture & Factory With a palette of natural sliced diamonds, fancy color diamonds, rose cuts and unique gemstones set in 18K gold, every piece at L’ Dezen Jewellery is an artwork in itself. Our hand made jewellery requires technical qualification and is laborintensive; therefore each handmade jewelry piece is one-of-a-kind unique. When the designer, Payal Shah was introduced to slice diamonds, she realized that most often the diamonds contain many inclusions. The slices were removed from the outer layer of a rough diamond and are flat, or slightly faceted, and too thin to have the scintillation of a modern brilliant cut. But, they still have the undeniable look of a diamond. Traditionally we are taught how to spot the defects and anomalies that could down-value a real treasure, like a raw or uneven surface, or evidence of the mineral concentration in the rock. However, the value of a slice diamond has increased almost by 20% every year on average and last year by almost 35%. L’ Dezen likes to believe that its increasing market share in this niche has contributed to the changes within the increase in market value for sliced diamond and jewellery. It is the design and manufacturing addition to the sliced diamond that adds value to our jewellery items and the stones themselves often inspire the final design. Our factory craftsmen are trained in manipulating precious metals and creating molds with geometric expertise to work in L’ Dezen collections. Embedded into a yellow, rose, white gold setting, the slice diamond gives a kaleidoscope of colors and light effects, in stark contrast to the bright white diamonds surrounding it. The craftsmanship and manufacturing power has been one of the main USP’s of L’ Dezen where we do sell our jewellery per carat. .

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(Right) ‘Jewellery Industry Best Practices’ Official publication of the Jewellery News Asia (JNA) Awards

TOP: September 2012 BOTTOM: September 2013

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What is a Slice Diamond?

You might find this useful to understand, as Slice Diamonds and Rose Cuts are a main ingredient in our jewellery designs.

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Products | Inspiration Research & Development:

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Designs ideas & sketches

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Research and development of designs has to be one of our favorite and utmost important stages. This allows the designer to explore different variations of concepts so we can aim contribute to the fourth coming trends. And because of design being our forte, it is primarily where we spend most of our time. Design concept illustration for an statement necklace set.

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Products | styles L’ Dezen Jewellery Collections:

Sketch Illustration by Kitty N. Wong

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Violetta Collection |

The feminine perception

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This collection is all about creating soft naturalistic organic designs; flowers, butterflies combined with paisley patterns architectural structure. Most items are available in rose, yellow and white gold or even mixes of gold.

L’ Dezen Jewellery promotion poster introducing the Sea Blue Slice Diamonds -Violetta Collection

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Sketch Illustration by Kitty N. Wong

Fierce Collection | The daring perception

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The Fierce Collection is our most elaborate collection creating animal print patterns from rose cuts and slice diamonds with contrasting colors. Each diamond piece is outlined to give strong graphic elements on the jewellery pieces. Get wild, be Fierce.

Spotted! - HK Magazine! - 'Bold & Beautiful' features these beautiful 18K Gold Slice Diamond ‘Fierce’ Leopard Skin Rose Gold Earrings!

Celebrity stylist Hande Can YUCE -gardiropgurusu - from Istanbul looks celestial in L’ Dezen Jewellery ˊRubic` earrings from the Fierce Collection.

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March 2012

Venom Chadonne Collection | The bold perception:

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(Left) L’ Dezen Jewellery Venom Chadonne Earrings and Ring featured: Model: Bianca S Wardrobe: Marie France Van Damme MUA: Beauty Boudoir – Natasha Sajnani Photography: Michael Loh

The Venom Collection is all about being solid bold. Each piece is crafted with colored stone or black diamonds, and the design is elaborated around to create a statement. The pieces have a 3 dimensional aura with the upmost elegance.

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Sketch Illustration by Kitty N. Wong

Puri Di Cuore Collection | The simplistic perception

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As Classical and Gothic did for their own eras. Each piece’s design states with extreme clarity and simplicity – Focusing on the diamond setting and craftsmanship. This collection is soothes the day, and rocks the evening – All day, Everyday.

(Right) L’ Dezen Jewellery Ad – Introducing The Pe Talo Earrings from the Puri De Cuore Collection

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(Right) ‘A new icon for Hong Kong Jewellery’ South China Morning Post, Lifestyle - December 2011

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Awards | Awards and Rewards Check out some of the most exclusive pieces receiving recognition.

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360 Degree’s The 14th Hong Kong Jewellery Design Competition Merit Award Winner

The Empower The 14th Hong Kong Jewellery Design Competition Merit Award Winner

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Feature | Celebrities & Awards L’ Dezen Jewellery Admirers:

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HKTDC Merit Design a Winner

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(R IGHT ) ‘I TS TIME TO OUTSHINE ’ B Y L AKSHMAN N.

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For more details about our jewellery and trips please contacts on the following:

Tel: +852 21807347 | Fax: +852 23111272 Email: info@ldezen.com