American Swiss celebrates 125 years of diamond design with 2021 Masterpieces collection

For more than a century, American Swiss has been delighting customers with sparkling designs for an array of necklaces, bangles, bracelets, earrings and rings with personal service to match. But customers have been wanting more. “The more we developed our unique and special service, the more our customers clamoured for it,” says Shani Naidoo, jewellery group director at The Foschini Group, which owns American Swiss.

In 2019, American Swiss launched the first Masterpieces collection to cater to customer demand for more exclusive accessories. With input from long-standing international partners, the retailer’s designers conceptualised an exquisite selection of diamond jewellery to take their offering way beyond — dare we say it — the standard tennis bracelet. Yet the timeless appeal of this classic piece makes it an integral part of the Masterpieces 2021 collection, launched this year to commemorate 125 years of design at American Swiss.

The radiance of the Masterpieces 2021 collection delivers on customers’ appeal for “something different. The collection is reminiscent of a bygone era when diamonds were celebrated as highly prized treasures. Each unique, hand-set piece is crafted to perfection,” says Naidoo. “They’re works of art, really.”

Think bold, bright and dramatic … the collection features gold, diamonds and colourful gemstones intertwined in combinations that ooze romance and heritage. These are the heirlooms of generations to come.

Take note of the Ocean Flower Masterpieces, featuring 67-facet diamonds that take inspiration from the ocean and pay tribute to Nelson Mandela’s 67 years of service. This collection is the result of a collaboration with Kwame Diamonds, the first all-women-owned diamond-cutting company. The Ocean Flower appeal is in the cut. When you look into one of these diamonds from the culet (point), you’ll notice a flower. Turn it over and you’ll discover a star. Being alluvial diamonds, they have higher colour and better clarity than the average mined stones.

Fancy a Masterpiece to commemorate an engagement, marriage, milestone birthday, anniversary or graduation? Simply book a consultation and place your orders. The collection will be available online and in select American Swiss stores countrywide. 

For more information, visit americanswiss.co.za.

* This article was paid for by American Swiss.