By Vanessa Voigt
Fashion Q+A
Designer Q+A
Posted February 5, 2013
Sarah Besnainou designs jewelry to capture moments of inspiration, hence the name of her line, Etername, which translates to, “make me eternal.”
“Saks Fifth Avenue has been wonderful to me,” gushed Sarah Besnainou, founder and designer of elegant French jewelry line Etername, during our interview in a lavish private viewing room at apparel giants 5th Avenue store. “They wanted to recreate a Parisian atmosphere,” Besnainou beamed, scanning the room’s indigo and sage green walls, plush parlor chairs and country quaint décor.
Although Etername has become a global brand since its foundation in Paris five years ago, its partnership with Saks Fifth Avenue marks its first U.S. enterprise, a venture that Saks Fifth Avenue met with mutual enthusiasm, evident by the thoughtful details that made Etername’s viewing room so beautiful. But truthfully, with stunning Etername pieces of fine jewelry gleaming through glass display windows, the setting couldn’t be less than luxe.
For the new partnership, Etername launched an exclusive Saks Fifth Avenue collection in the center of their world class, New York City jewelry department, where Besnainou herself conducted sales with an involved, hands-on approach. Sales were going so well, that it was only a brief moment in the viewing room before Besnainou hustled us back to her spot on the floor, as her self-designed, very chic earrings swayed to and fro.
Once at the small formation of glass cases displaying Etername’s jewels, Besnainou’s secret to global success became clear like her diamonds but complex like their meticulously placed configurations. There was the obvious: dazzling gems in sleek designs, but there was also Besnainou’s very sophisticated skill at connecting with potential clients. They were clearly her main focus, and like her jewelry, even we faded when around their shining presence.
In the moments between interested onlookers, Besnainou disclosed in her charming French accent that interpersonal connections made with clients are not just about closing deals. “(The connections) inspire the very designs clients invest in!” she said with genuine enthusiasm that was becoming reoccurring. “I capture moments of inspiration with jewelry, making them last forever, which is why (I chose) the name Etername,” which translates to “make me eternal.”
For Besnainou however, inspiration for her designs is not just limited to shared connections with Etername clients. For example, the Odaya black gold earrings with black spinals were conceived on a special day with her family, “My 6 year old niece was playing with rocks in the water, and I loved the ripples,” Besnainou said. “Every piece has special meaning and there is a reason why they are here.”
Besnainou does draw inspiration from the world around her, but she also listens to what her clients want. “I try to design something specific for each client, with their soul and inspiration in mind as to express who they are. I hear their story,” Besnainou said.
Visions of the Middle East on a trip to see a friend in Dubai inspired Etername’s Noor collection, with Noor meaning “to illuminate” in Arabic. Palace window work, streaming with bright light, greatly shaped its’ pieces, seen with intricate craftsmanship on a pink gold arm cuff with brown diamonds. “It’s a traditional design from the middle east, but I treat it in modern way,” Besnainou said.
At age 30, Besnainou ’s youth lends a great advantage to Etername’s distinct fresh take on timeless materials and traditional aesthetics, which results to greater connectivity to the evolving needs and tastes of clients. Pointing to one of the glass cases that displayed charcoal black-gold jewelry, Besnainou said, “Black is very trendy and modern and for me, as a young person, I want something modern to bring to the industry.”
Perhaps her youth also provides her ceaseless energy in pursuing new inspiration and relationships with U.S. clients. With as much skill as her designing eye, she has been actively forging meaningful interchanges during this U.S. expansion.
“Yesterday I had a lunch to connect with my clients, to see what they identify with, so that I can design for them” Besnainou said, with a look of sincere excitement on her face. “And I’ve been talking to a lot of people on the Saks Fifth Avenue sales floor.”
She went on to say she is using these U.S. client inspirations to design a future collection that will be exclusive to Saks, and offered nowhere else in the world.
Forward time a few weeks later, our paths cross again with Besnainou at The Mark Hotel. She rented a chic room for an Etername press preview, where a black chandelier draped with strands of faux pearls, and an array of lit candles set a romantic tone, which somehow seemed fitting.
A romantic occasion indeed, as a man and a woman within five minutes, enter the room and sit down at the table, as what appears to be interested clients. Just as our experience at Saks, it was very clear where Besnainou priorities are, as she greeted patrons with great warmth and zeal, and created ease with light heartened joking and chatter.
“These I designed for Kylie Monogue,” she said to the couple, pointing to her bestselling Ellipses earrings, which recreate the luminous stars in the galaxy. While thinking about Besnainou’s celebrity following, with clients including Diane Kruger and Audrey Marnay, we over hear that the earrings come in four variations, including a black gold pair encrusted with sapphires.
After a rushed interview, and a gift bag in hand, any feelings of neglect are soon dissipated when Besnainou happily reveals a shiny silver version of her Entrelacs ring, that fits both our finger and the moment perfectly. Our time with Besnainou felt complete now that we ourselves had the privilege to experience firsthand what a connection felt like between ourselves and an Etername piece, and we were equally enthused that it could now last forever.
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