Dear Shaded Viewers,
Founded in 2019 by Natalia Bryantseva, Avgvst Jewelry has roots in Berlin and a philosophy that intertwines art, history, and contemporary design, the brand is celebrated for its bold yet delicate creations that challenge traditional notions of luxury. Currently, Avgvst is showcasing its unique aesthetic at a pop-up store in Le Bon Marché Rive Gauche in Paris, offering visitors a chance to experience its innovative approach firsthand.
Natalia Bryantseva transitioned from a successful career in advertising to pursue her passion for jewellery design. Her journey began in 2013 after winning the Swarovski Grand Prix, and by 2019, she had established Avgvst as a brand that bridges opposites—feminine and masculine, minimalism and exuberance, beauty and disorder. Drawing inspiration from museum archives and art history, Bryantseva’s designs reinterpret timeless shapes for modern contexts. The brand’s ethos revolves around creating pieces that resonate emotionally, serving as amulets rather than mere accessories.
Avgvst’s collections are deeply rooted in cross-disciplinary influences such as contemporary dance, minimalist music, modernist architecture, and poetry. Signature materials include rock crystals, sterling silver, vermeil, and 14K gold. Rock crystal holds a special place in the brand’s identity—it is meticulously hand-cut to evoke the transparency of frozen water. Avgvst’s designs are gender-fluid and crafted to interact with the body dynamically, emphasizing both utility and elegance.
A signature design in the collections is Heart of Avgvst, inspired by museum exhibits and nostalgic elements from mid-century portraits. Featuring heart-shaped pendants and citrine gems framed in sterling silver or gold, this collection exemplifies the brand’s ability to merge historical motifs with contemporary relevance.
Avgvst has consistently pushed boundaries through collaborations with Crosby Studios, led by Harry Nuriev. Together, they have designed multiple retail spaces that reflect an industrial aesthetic infused with Avgvst’s signature sunny yellow hue. The Berlin flagship store embodies this creative synergy with features like a tattoo studio and a hidden garden. The space incorporates upcycled materials such as repurposed office blinds and restaurant equipment transformed into display cases—a testament to the brand’s commitment to sustainability.
Currently, Avgvst is at Le Bon Marché Rive Gauche in Paris with an immersive pop-up store designed by Crosby Studios. I visited the spiral-shaped display today which pays homage to Albrecht Dürer’s “eternal line” while echoing Isamu Noguchi’s playscapes. Located on the ground floor of the department store, the pop-up features new collections alongside bestsellers like the swivel ring from Heart of Avgvst. This temporary installation underscores Avgvst’s ability to blend artful storytelling with commercial appeal.
By merging historical influences with modern aesthetics, Natalia Bryantseva has created a brand that resonates deeply with contemporary sensibilities. Whether at its Berlin flagship or the Paris pop-up at Le Bon Marché, Avgvst invites visitors into a world where beauty meets disorder—a philosophy that continues to redefine fine jewelry.
Later,
Diane
