Last year Maviada made its entry into Great British Brands as ‘one to watch’. It has not disappointed. Maviada continues to grow and inspire, with its beautiful, playful designs and cool, sophisticated style.
Created in 2016, the Maviada brand designs and produces stylish, contemporary jewellery inspired by the chic lifestyle and vibrant colours of the Mediterranean. (Appropriately, the name Maviada means ‘blue island’ in Turkish.) The collection is characterised by the way it creatively mixes 18k gold with smooth, coloured gemstones, turquoise and gorgeous baroque pearls. There is also an entry-level collection based on 18k gold vermeil.
Maviada is the creation of Eda Elbirlik, who originally practised as an endodontist (a speciality branch of dentistry) in the US, but now brings her astute attention to detail and creative flair to bear on what is her true life’s passion.
She hand-draws every design on paper, exploring combinations of ethically sourced gemstones, before each piece is hand-finished in her chosen atelier to her specific instructions. History, fashion, architecture and nature all play their part in forming her aesthetic, which is becoming increasingly recognisable as Maviada breaks into new markets in Bodrum, Doha, Istanbul, Mauritius, the Seychelles and the US.
While the 18k Solid Gold Collection uses vibrant, top-quality natural gemstones, interestingly the Vermeil Collection is entirely set with stones that are handmade. Not to be confused with faux stones, these have all the gemmological properties of mined stones, but none of the adverse ethical and environmental implications. Using lab-grown gems is ethically sound and also dramatically reduces the retail price without losing any of the intrinsic style.
Spurred on by early successes, Maviada has this year expanded its 18k gold collection and nudged new boundaries with its stunning wooden and 18k gold disc bracelets and necklaces. In response to demand, a debut ring collection has been presented: designed around black, turquoise and white enamel. Of this new venture, Eda says, ‘These rings represent clean lines, sophistication and modern elegance – all the things
our brand is about.’
Attracted by Maviada’s fresh perspective and clear vision, notable businesses in other sectors of the luxury industry have seen an opportunity to collaborate, among them Aman, Quintessentially and Beyond Bespoke. The brand continues to work with Four Seasons Hotels & Resorts worldwide – an early-adopter which recognised Maviada’s natural appeal to an upscale travel clientele. Maviada also retails through Harvey Nichols, La Maison Couture, and more. The brand was well received at London Fashion Week, most recently at a September 2018 showcase on Bond Street, curated by the exciting new editorial platform The Jewellery Cut.
Headquartered in London, inspired by Mediterranean sensibilities, Maviada sees itself as an emerging international brand, which is achieving that rare and sought-after balance between elegance and cool.
‘We’re working hard to design jewellery that showcases a modern, playful style and enjoying the journey as our brand grows,’ says Eda. ‘After all, isn’t that what life is about?’
MAVIADA 1st floor, 236 Gray’s Inn Road, London WC1X 8HB +44 (0)20 7736 74380