Mass production has penetrated almost all areas of our lives including jewellery-making. Fast machine production gradually replaces slow manual work. Mass-produced jewellery looks all the same. However, jewellery pieces made by skilled hands of a jeweller are unique and made using a technology that is not available to machines.
Jewellery-making has in the art world a special status shrouded in legends and symbolism. One of the leading countries in the area of jewellery-making is Armenia. The combination of skillful hands of local artists and the demanding and often dangerous techniques of jewellery-making results in gorgeous works of a great artistic value.
The trademark THE PRESENT brings to the European Union exclusive handcrafted jewellery by the top Armenian artists. In their production, artists also used many ancient goldsmithing techniques which in today's modern world are becoming less and less known. There are only a few artists who mastered them.
Such jewellery is unique - there are no two identical pieces of jewellery, as well as extraordinary in quality and artistic value, as reflected in its price. Such jewellery is a valuable gift the price of which increases over time. That is also why the popularity of handmade jewellery made using traditional techniques is growing.
Handmade jewellery is superior to mass-produced jewellery that often features microcracks invisible to the naked eye. Handmade golden joints are solid and durable. The stones are placed onto pieces manually under a microscope, thus eliminating the risk of them falling out. Mass production facilities often use wax. Stones are pressed into wax and jewellery is then casted. Such stone fitting technique does not match the quality of skilled manual work.