The soothing blue-green sea; the silvery green hued olive trees; the bright, multi-coloured glow of ceramic tiles; the glamorous hotspots; the sense of fun… such hallmarks of the Mediterranean’s relaxed, chic sunshine lifestyle are the prime inspirations behind Maviada.
Launched in 2016, Maviada – the name means ‘blue island’ in Turkish – is the creation of Eda Elbirlik, who, though born in Istanbul, spent her summer holidays growing up on the shores of the Aegean. With a passion for beautiful objects and fine jewellery, as well as for the Mediterranean lifestyle itself, Eda brings her personal vision and an astute attention to detail to her beautifully designed pieces. History, fashion, architecture, design and nature all play their part in forming her aesthetic.
Maviada’s designs are fresh and contemporary, perfectly pitched for the sophisticated, well-travelled woman seeking that elusive combination of everyday luxe, understated glamour and playful elegance. The woman who wears Maviada is one who knows who she is and what she wants. She is equally at home in St Tropez or Capri, Mallorca, Bodrum or Sardinia – all of which have lent their names to stylish but discreet pieces that will see her move effortlessly from lazy days on the beach to glamorous nights out.
Every design is carefully hand-drawn by Eda on paper, exploring combinations of ethically sourced precious and semi-precious stones, 18 karat gold and gold vermeil. Once Eda is satisfied with a design, each piece is hand-finished, exhibiting centuries-old craftsmanship that has been passed down in workshops from generation to generation, which gives the pieces a human connection and emotional value. ‘Maviada is not a mass-produced jewellery brand,’ says Eda. ‘On the contrary, we want to give our clients something with a special, personal touch.’ And it shows.
Maviada’s first collection featuring contemporary classic pieces such as the St Tropez drop earrings – a chic and versatile design set with a variety of beautiful coloured gemstones and a choice of three different 18 karat gold finishes – was an instant hit.
The line was immediately picked up by the Four Seasons Hotel in Geneva. Then came London Fashion Week’s Designer Showrooms: ‘A fantastic introduction to the international fashion world for us,’ recalls Eda. Editorial coverage followed in ELLE UK magazine, The Times, The Telegraph’s ‘In my Jewellery Box’, Professional Jeweller and Jewellery Focus, giving the brand further solid recognition. The brand’s non-stop growth has been boosted by e-commerce: it is now stocked online at Harvey Nichols, La Maison Couture, Jewelstreet, Gothelist and 1stdibs. The St Regis Hotel, Aman and other Four Seasons Hotels in Mauritius, Doha and London followed. Anticipating the feel-good factor that these sophisticated, contemporary designs will bring, Maviada is well and truly on its way to great success – watch this brand.
MAVIADA 1st floor, 236 Gray’s Inn Road, London WC1X 8HB +44 (0)20 7736 74380