ELLIPSE - The creation of a bridal jewelry collection

This year we launched ELLIPSE, our largest bridal jewelry collection to date. The question of how our jewelry is actually created and what inspiration lies behind it has reached us often lately. That's why today I would like to give you an exclusive look behind the scenes and show you how a JUVELAN jewelry collection is created.

The process usually begins many months before the launch of the finished jewelry - in the case of ELLIPSE, even a whole year before.


Like everything in life, a new jewelry collection starts with an idea, an inspiration. For ELLIPSE, it was a specific shape that I encountered daily in various places in our Stuttgart store: the elegant and flowing shape of an ellipse.

"You encounter it as a design element in various places in our Stuttgart store. And since this space has a very calming effect on me, the ellipse became my first inspiration and the starting point for the new collection. I then complement the ideas that arise in my head with visual inspiration images to create a mood board, which then serves as a source of reference during the subsequent creative process."

Flatlay as inspiration for bridal jewelry collection on dark blue background with single photos as inspiration mixed with jewelry pieces and leaves
Flatlay picture with gold drop shaped crystal earrings with a picture of a wedding dress with geometric waves
Inspiration image with architecture staircase in wave shape, Delicate gold bridal jewelry earrings with freshwater pearls
Elegant round pearl earrings with crystals on inspirations flatlay


The ideas from my head end up as drawn sketches on paper - first as rough scribbles, then as detailed drawings including information on the sizes of the freshwater pearls and crystals. While the right materials are selected in our Stuttgart studio, several rounds of coordination follow with our manufactory, which realizes various elements for us. As soon as all details are fixed, we develop the first patterns. This is how the collection comes to life step by step from paper.

Of course, not all the jewelry is oval - I was more concerned that the flowing clarity and harmonious curves of an ellipse should be reflected sometimes very clearly, sometimes very subtly in the individual designs of the new collection.

Creative director Johan Vandamme draws a pair of earrings
Choosing freshwater pearls for bridal jewelry
A pair of bridal jewelry earrings is handmade in gold with freshwater pearls


This time we photographed our collection in a modern Düsseldorf studio - on the hottest day of the year in July 2022! Together with our great team of highly talented people, we brought the vision to life there with the help of dreamlike photos.

Bina Terré has been accompanying us for several years as a photographer and was also there this time to perfectly stage and photograph each piece of jewelry with her wonderful eye for details. This time the styling was done by Maria Overrath, who made our two models shine with her perfect sense for bridal styling and natural but glamorous make-up looks. Besides our beloved Aline Byrtus, this time Soso Nozuka was also there as a fantastic model - and we couldn't have imagined better women who presented the new collection with so much naturalness and tender beauty. Last but not least, my right and left hands Janine and Andreana completed the team. Not only were they with us from the beginning during the development of the collection, helping to think up and implement all the ideas, but Janine also supported us on set, making sure that everything was perfectly prepared in the background and that the shoot went like clockwork. We styled the collection with the gorgeous dresses from Anna Kara through our partner Brautpunkt, as well as fantastic shoes from Hello Lovely Shoes.

Make up set up for photo shoot with jewelry
Maria Overath prepares the makeup
Model is styled during photo shoot
Model during bridal jewelry shooting
Snapshot during a bridal jewelry shoot
Detail of gold LONG CARD DROP EAR RINGS WITH CRYSTALS hanging from bridal shoes
Model is styled during bridal jewelry shooting
Detail shot of wedding dress and hands of model
Preview through the photographer's camera
Model is photographed for a bridal jewelry collection

The team looks at the first results together

Are you ready to discover the collection for yourself and fall in love with the detailed jewelry pieces? You can discover them here, or in our Stuttgart store, where you can try on all your favorites at your leisure. Alternatively, selected pieces of the collection can be found in our partner boutiques.


Image credits for the printed images used on each flatlay can be found on our Pinterest page.