6 May 2020
Nataly is one of two co-creators of the eponymous brand feidt, and the exquisite task of designing the jewelry falls to her. These jewels that seem to carry within them a story, these rings or earrings with religious or astrological symbols, she is the one who invented them. Inspired by travel, fashion magazines such as old door handles (!), nataly is a designer who’s in tune with the time, inspired by everything to design jewelry that trendy girls love to wear? She talks about it exclusively to La grande boutique.
Yes! My sister and I created this brand 12 years ago. It was like a natural and spontaneous desire for both of us, we were already working in the world of jewelry before, for other brands and more in costume jewelry. We wanted to create something that looks like us. Our family is rich with multiple mixes: Russian, Israelite, Moroccan … which have always worked well with each other. We really wanted our brand to look like us, a sweet mix.
My grandmother who studied at the Beaux-Arts in Paris already had fashion houses! It cradled our childhood, I have the impression that we have been in the world of fashion since we were very young. As a child, I already read fashion magazines for example. And then my taste was confirmed thanks to travels, I always hunted down too. I think my love of jewelry comes from all of this!
As I said earlier, my family is a mix of multiple backgrounds and I wanted to convey that. The symbols that we reinterpret are either religious or astrological. It’s something very personal. For example, one of my favorite symbols is the Madonna, she represents Notre-Dame de Laghet on the heights of Nice which is a place of pilgrimage to which I went as a child…
I would say a bit of both! Jewelry is an accessory because we can change it very often, and then it also carries a message at other times. Obviously, a big gold cuff is more an accessory than a message (laughs)!
Without hesitation yellow gold! As for the piece, it’s super difficult to choose, there are so many. In fact, in our duet with my sister, I am the one who creates, so I only make jewelry that I like. What I like the most is that you can wear as many jewels together as you want. I love the idea of accumulation.
I do wear a lot of earrings. I have an ear pierced with 5 holes on one side and 3 on the other, so I have some space! I mix … I wear small diamond hoops, I have the snake, everything is mismatched. I also create jewelry by telling myself that in our rushed daily lives, we want to change them less often. Earrings are not removed every two minutes …
There is clearly a trend in jewelry, yes. For example, a decade ago we sold a lot of white gold, and we were far from thinking that yellow gold would come back like this. Today, yellow gold works really well. On the other hand, I have never followed any trend book!
Yes absolutely. I draw according to my feelings, my desires. I can think of my sister or my daughter but it’s still very family-oriented … I’ve always worked like that. Sometimes my ideas go all over the place (laughs) so my sister channels my desires, that is also her role. It reminds me of a collection of seashells that hadn’t worked very well, and then the year after we were asked a lot of them. I obviously didn’t have any seashell left …
I like the symbolism that it implies, to wear a piece of jewelry that lasts over time. I don’t like bling at all. Vintage-style jewelry is the opposite. I only use soft stones, lots of gray sapphires, it’s never flashy. I brush gold, I like to give it a patina, vintage, and old side.
Yes, I inherited a cuff from my grandmother that I love. And Art Deco style jewelry. This is not a style that I work with but I love it.
I like to define it as bohemian chic… But above all, what we have tried to do with this brand is to suggest to each customer to create their own story from jewelry. Each one appropriates the jewelry and will make it unique. No one has the same thing and wears their jewelry the same way. This is also our style.
Absolutely everything! I write everything down and take lots of pictures. Then I turn it into an inspirational moodboard. It can be the detail of an old door handle, a painting, a landscape, a plant, I can also tear pages from a magazine. Everything works!
It depends on how it’s done! For example, big white pearls with a fancy total look, it’s very first degree, but with a more rock look, it can be not bad … It all depends on the style of the person. A piece of jewelry can have several different styles depending on how it is worn.
I don’t really like plastic jewelry a priori but again, it can be worn well in summer with a big white shirt, and I could like it! I don’t really believe in fashion faux pas, nor in jewel faux pas. It’s the general look that counts. Everything can be worn well.
How can you define jewelry in one word?
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