Elinor Avni and her mother Tammar Edelman, the designers behind the Noritamy brand, have succeeded in creating a capsule collection in collaboration with Swedish fashion designer Camilla Walton - with all communication conducted via the Internet only.
It is rare for local jewelry designers to collaborate with foreign brands, especially when the two are not already acquainted with one another. But Elinor Avni and her mother Tammar Edelman, the designers behind the Noritamy brand, have succeeded in creating a capsule collection in collaboration with Swedish fashion designer Camilla Walton - with all communication conducted via the Internet only.Avni, 36, a trained architect, said she received a surprising e-mail one day from the Swedish designer, who stumbled onto the Israeli brand while surfing the Internet. Avni clicked the link to view clothes designed by Walton, and loved the style.
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From the Noritamy fall-winter 2011-12 coollection
The designers joined forces to create a capsule collection - presented during Sweden's Fashion Week in August - which includes extra-long brass necklaces, painted black with gold plating; heavy rings made of thick pieces of brass; large bracelets; and wooden accessories. Some items in the capsule collection are now included in the Noritamy fall-winter 2011-2012 collection.
According to Edelman, 63, a silversmith by training, the collection - called "Branches" - was inspired by a twisted branch that she came upon one morning two years ago while walking to her studio. The geometric lines of the intertwined branch were cast in different materials, in diverse dimensions and colors - and the idea for the collection was born.
The collection includes 10 new designs, featuring rings, earrings, bracelets and necklaces. The pieces are made of gold-plated brass, silver, or with special coloring.
Although they are made of different materials, the collection's pieces all are connected to one another. Thus, a bracelet made of hollow brass rectangles, covered in gold and black paint, engages in a special way with a gold-plated ring made of a hollow tube, either in the same color or painted black.
The clean lines, with Japanese influences and monochromatic tones, also appear in a more delicate bracelet made of slender pieces of gold-plated brass, half of it painted gray. A three-dimensional gold ring that looks like one stroke of a curvy, twisting material complements a large, square bracelet painted ash gray.
The unusual size of the collection's items is well-suited to the upcoming winter's oversize trend. Also, the return of monochromatic colors, which will replace colorful prints until next summer, makes the collection especially contemporary.
These powerful items go well with a white T-shirt made of high-quality fabric, or a quiet gray dress, but they don't stop there: Although at first glance it seems the pieces don't suit a loud or colorful look, the designers say that many of the largest and most prominent items are very popular with women sporting a particularly colorful style.
Prices: NIS 400-1,600. To be found at the Noritamy studio by prior arrangement at 054-4559091, or at the Razili chain.
http://www.haaretz.com/culture/arts-leisure/israeli-mother-daughter-duo-teams-with-swedish-designer-and-goes-for-the-gold-1.386727
