GoldLux – It’s a product. It’s a brand. It’s a lifestyle.
The brain behind the Luxembourg-based jewellery shop is the 38-year old Armenian jewellery designer Armen Stepanyan. The idea behind the shop that first opened in 2011 in Diekirch, was to satisfy the need for all things shiny in an area in Luxembourg that’s scarce in luxury productions. “The city centre is jam-packed with jewellers, but around here, there was nothing at the time.”, he remembers.

A few days after a new Miss Luxembourg was crowned, I got to meet and ask the designer not only about his experience of designing the precious piece that the lucky winner was adorned with but also about his creative process and future plans.

Unlike many other designers, you come out with new jewellery pieces on a monthly basis. Where do you get all the inspiration from?

I go to the Boutique Show Vicenzaoro in Italy which yearly, takes place in September. It’s famous for being the biggest showcase for jewellery in Europe so you can imagine how inspiring it is. I feel like it’s truly a place to deploy your fantasy and to trigger off the idea process for the whole year. The rest is just trying out different things and finding new and interesting materials.

What comes first: design or material?

It depends. I can work on one design for months without finishing it. I had this situation with a ring some time ago. I knew that I wanted to use this specific stone to design a ring, but I had no idea how to go on about it. Once I found a way to incorporate the stone, the rest of the design happened naturally.

You recently got to design and produce the crown for Miss Luxembourg. Congratulations on that!

Thank you! I was really lucky to be part of such an incredible event. It was an amazing experience and (his jewellers in Antwerpen, Belgium, and Armen) are more than happy with the result as well, especially considering the short amount of time that we had to come up with the finished crown.

How long did it take you from the first draft up until the finished crown?

When the committee of Miss Luxembourg approached me, I didn’t hesitate a second. I knew that it was a great way of putting a spotlight on my shop and to show off what we’re capable of doing. Don’t get me wrong, I love my job but after all, it’s a business as well and, as we all know, a business doesn’t live off gratitude and fun alone.
It was a lot of hard work. We had to come up with a finished crown within 40 days, even though the process for such a detailed, handmade project would usually require a minimum of 3 months. My jewellers in Antwerpen Centre worked day and night on it, and so did I.

How did you go on about the creation of it?

The committee brought a rough drawing with them and expressed a few wishes that the crown should fulfil. My job was to make those ideas a shining reality.
My team and I worked based on the initial drawing first of all. From there on, it was a stop-go between the organisers and us until we all agreed and were happy with one design.
The idea was to make the crown a symbol of our country, so we decided that there should be a miniature of the “Gëlle Fra” (a widely known, Luxembourgish statue that was built in 1923 as a reminder of all the Luxembourgish soldiers that served and died during World War I, and that can be admired in the city centre up until this day). We took some inspiration from the colours of our flag as well as from the royal crown of Luxembourg and incorporated the fleur-de-lys which has been a symbol of royalty ever since.
The committee came in for two fittings. For the first one, we presented them a vague example of the crown – it was basically only the framework, and I think they didn’t really know what to expect from it at that point. You needed a lot of imagination or work experience in this industry to see a full-on crown based on that framework. (laughs) For the second fitting, the crown was practically done and slowly but surely, everything came together.

Do you have any interesting plans or projects coming up this year?

I’m trying not to plan too much but to take things as they come instead. In a business like this one, there are so many different factors that go into the success of the shop so it’s hard to predict and plan what’s coming next.
Nonetheless, one of the next big steps would surely be to open a second shop in the city centre. Also, I would love to produce in Luxembourg, but to get the “made in Luxembourg” tag is a lengthy process so we’ll see how that goes.
Another, rather smaller thing that I’m really excited for is to throw a big, yet exclusive party to show my new collection beforehand.

A huge thank you to Mr Armen Stepanyan and GoldLux for this amazing opportunity!



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