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Articles from RINGS - GENERAL (1033 Articles), GEMSET JEWELLERY (320 Articles)
'Calleija for Aston Martin Collection’
Calleija and Aston Martin: Luxury brands unite
 4.5 k views | Posted May 22, 2012 | By Dean Millard • Staff Journalist
Australian jeweller Calleija is looking to further enhance its
reputation as an exclusive, high-end luxury brand by partnering with
Aston Martin to produce an elegant new jewellery collection.
The Calleija for Aston Martin range was inspired by the Aston Martin One-77, with each design in the range limited to just 77 pieces. Six years of design went into the range, including the development of a new gemstone cut, the Astar. The cut is inspired by the contours of the Aston Martin grille.
John Calleija, managing director Calleija Jewellers said he was thrilled to announce the partnership with the iconic and stylish line of luxury cars.
“This vehicle uniquely combines engineering flair with the finest craftsmanship and is a spectacular fusion of high-technology and time-honoured tradition,” Calleija said. “Calleija’s true passion is about bespoke, handmade and individually created works of jewellery with the finest design and dedication to detail, that’s the very essence of our association.”
Aston Martin CEO Dr Ulrick Bez said the partnership began when he and Calleija met at a dealership opening in Australia. He said he quickly realised the two men and their companies had a shared passion for innovation and elegance in design.
“Our conversation progressed to ideas of a possible collaboration and how we could recreate the soul of Aston Martin within his jewellery collection knowing our customers would share our passion for something creative and distinctive,” Bez said.
He added, “I was invited to the Calleija workshop and I was impressed by the apparent dedication of the team to finding innovative ways to work. This is really where the relationship began. Despite the distance between our two companies we have managed to create a co-branded range.”
The Aston Martin One-77 is a design limited to just 77 models world wide, each slightly customised to the owner’s specifications, and ranging in price from AU$2.6 million to AU$4.4 million, although in China recently five One-77s were purchased for AU$35 million, making it one of the most expensive cars in the world.
Interestingly, the Calleija for Aston Martin pieces do not bear the branding of Aston Martin, with the link between the two brands purely in the style of the design. Bez said this was an important aspect of maintaining the integrity of the relationship.
“I wanted to find a partner that would really embrace the values of Aston Martin and develop a product that would be the pinnacle of the range,” Bez said. “There is no obvious external branding to our joint collaboration, they haven’t just taken our logo and added it to their range, there is integrity to our relationship. In art, you want to know there is a history or story behind the piece that is created, so this is the principal used in the pieces produced.”
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