How Lebanon’s Mouwad Turned Miss Universe Crown Jeweler

For 4 generations, Lebanese jeweler Mouwad has been creating one-of-a-kind distinctive items for royal households in addition to the rich. Established in Beirut in 1908 as a producer of intricate watches and bespoke jewellery for town’s wealthy and well-known, the model quickly expanded into the broader Bay Space, including luxurious timepieces to its rising vary.

Right now, Mouwad is a world identify in luxurious jewelery and diamonds. With its headquarters in Geneva, it’s nonetheless a family-run enterprise, however a enterprise that’s pleased to develop over time.

In 2019, Mouwad turned the official jeweler of Miss Universe, making a crown of types for the winner of the title. South Africa’s Zozibini Tunzi gained that yr.

Related to a world magnificence pageant, Fred tells Mouwad Nationwide, was a method to succeed in a “broad base of consumers”. And it is a technique that has labored wonders.

“Up to now, we have been very elite. We have been very high-end, and we did not determine a lot with the general public,” he says. “And we at the moment are realizing that our model consciousness has elevated with a buyer section that we didn’t have earlier than, and it’s also enabling us to create collections which can be extra reasonably priced.”

Fred, who serves because the model’s “co-parent” together with his brothers Allen and Pascal, calls it “Mauvad’s subsequent evolution”.

“We have at all times had extra reasonably priced jewelery in our collections, priced between $2,000 and $10,000. Now we need to put slightly extra emphasis on that and actually develop our buyer base.”

crowning miss universe

Discussions concerning the crowning of The Energy of Unity, because the crown of Miss Universe is understood, first started in 2018, proper after Mauwad ended his relationship with Victoria’s Secret. Mouwad had been making record-breaking bejeweled bras for the lingerie model’s star-studded annual trend present since 2000, when the occasion was canceled as a consequence of widespread controversy and dwindling viewership.

“We thought, ‘What can we do that’s according to our heritage, one thing majestic that can have a a lot wider publicity? Fred says. “And we considered Miss Universe, as a result of in spite of everything we’re the jewelers of royalty. So why not use our data to create a crown for probably the most stunning ladies on this planet?”

The method to craft the precise crown took about six months, Fred says.

“They wished a crown that symbolized the approaching collectively of communities. So we despatched them some sketches and after going forwards and backwards a number of instances we got here up with the crown of Energy of Unity.

“I do not assume we might have ended up with this design if we determined fully on our personal, but it surely was actually a collaboration between Mouwad and the Miss Universe group and I feel it is stunning.”

That includes all petals, leaves and vines crafted in 18-karat gold and set with white diamonds, the spotlight of the Energy of Unity Crown is the 62.83-carat Canary diamond positioned within the heart. Two different pearls, reduce from the identical stone as the middle diamond, are positioned on both aspect of the crown.

“The Canary diamond has a defend form, which made it excellent,” says Fred. “As a result of it’s a reminder that we should shield individuals from prejudices. This Taj is about empowering individuals, giving equal alternatives to individuals and residing in peace and concord.”

He estimates the crown to be value between $4 million and $5 million.

Miss Universe Thailand topped Energy of Resilience

Fred, who moved to Bangkok in 1990 to supervise Mouwad’s diamond enterprise throughout Asia, can be behind the model’s relationship with Miss Universe Thailand. For the third yr in a row this yr, Mouwad is the official jeweler of the annual competitors, crowning the winner.

“This mission is totally different in that we make a crown every year with a brand new theme, and the winner will get to take it residence as a part of their prize,” Fred says. This yr’s crown, known as the Energy of Resilience, options 43 pear-shaped peridot and a marquis peridot, weighing 101.08 carats. They’re surrounded by 158.24 carats of marquis-cut and spherical white topaz gem stones and 4.19 carats of spherical white diamonds to embody the values ​​of purity and honesty.

Anna Suengam-im, 23, the daughter of former refuge collectors, was named Miss Universe Thailand 2022 at a pageant held at Bangkok’s True Icon Corridor on July 30.

Miss Universe Thailand 2022, Anna Suengam-im.  Photo: Miss Universe

The lodge and tourism administration graduate was topped by her predecessor, Achille Scott-Chemis, and Miss Universe 2018 Catriona Grey after beating 28 different ladies within the evening.

“Carrying the Energy of Resilience Crown sends a message of positivity that all of us have the facility to rise above any problem,” says Fred. “It’s a perception in our capability to do no matter life offers us and braveness and power. To maneuver ahead in the direction of a brighter future.”

a world Lebanese model

A part of Mouwad’s success, Fred says, is an appreciation of its roots, whereas having a world outlook.

“Lebanon has the longest historical past of commerce, that of retailers or sailors because the Phoenician, so we’re a really outdated tradition. So for me after we create, we don’t essentially return to our roots, however we make We attempt to make our audiences take into consideration magnificence primarily based on our personal common requirements,” he says.

“So we’ve a sure type, which I outline as timeless and stylish. Generally, I would say we’re avant garde too. We attempt to innovate in our designs, however we at all times strive that. come inside what I name ‘timeless class’.”

Fred’s father, Robert Mouwad, who ran the corporate for 45 years, handed the reins on to his three sons in 2010. Now, the fifth era of the household, Fred’s son Jimmy Mouwad and niece Anastasia, have just lately joined the enterprise to play a key function. ,

He says the plan is to make Mauwad actually world.

“We need to be far more worldwide, far more present and extra acknowledged with extra retail factors. On the similar time make our collections extra accessible to a bigger buyer base,” he says. “And that is why our affiliation with organizations like Miss Universe is so vital.”

Up to date: 26 August 2022, 6:02 pm

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