Irthly Jewelled Adornmentsirthly.com/wp-content/uploads/2014/05/Press-Kit-05-28-14.pdf · 2014. 5. 29. · diamonds, fair trade gemstones, and fair trade eco-elements. Our jewelry

IRTHLY, 510 W 6th Street #605, Los Angeles, CA 90014

David Alvarado (949) IRTHLY-1

(478-4591) [email protected]

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Irthly Jewelled Adornments Press Kit

“From the World, to the World.”

Contents I. Vision (An Irthly Mind)

a. Our Jewelled Adornments

b. Designer’s Statement

II. The Future of Irthly-Our Brand

III. Philanthropy and Education

IV. The Origins Inspiration

V. Classics Collection

a. Design Description

b. Featured Element: Tagua

c. Fabrication

d. Series Descriptions and Meaning

e. Care Instructions

VI. Pricing Range

VII. Press/Awards

VIII. Story Angles/Suggested Interview Questions

An Irthly Mind At Irthly, our purpose is to introduce other precious concepts and elements of our world into fine jewelry. Our mind stands firmly on the notion that fine jewelry and “the precious” in general, can be reconstituted to celebrate valuable ideas and concepts, along with organic materials, that play a critical role in our environment. A synthesis of stern individuality, compassionate world consciousness, and valuable earthly elements is what makes Irthly a movement worth joining.




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Our Jewelled Adornments

As an Irthly signature, the eco-element is featured as the central organ and the “precious” materials serving as its complement. The eco-element is elected due to its opulence in the environment; how it plays a vital role in the eco systems of the world; and how it is often taken for granted and underval- ued. It is important for me to make sure that the featured element is not just an accent that is being held and secured by the traditional jewelry protocol. I do not want the element to be set in a basket setting on a piece of metal jewelry, for example. That would be just too easy and it would make the element a highlight and not the main component. My drive to design stems from the challenge of making jewelry

that has the eco-element as the focal component. Our products encompass the finest of materials and

feature craftsmanship of the highest order. We have made a commitment to use recycled metals, conflict-free

diamonds, fair trade gemstones, and fair trade eco-elements. Our jewelry is proudly made in the U.S.A., from the world, to the

world.

Designer’s Statement

The launch of Irthly Jewelled Adornments is a culmination of 25 years of jewelry experience, my philosophical background, and my vision of the future of jewelry

design. I want this collection to showcase upscale, cutting-edge jewelry that demonstrates both luxury and an appreciation of vital elements of the

environment. I want my designs to contain meaningful statements that their wearers can explore and discuss with others.

Being the son of a master jeweler, one can say that I have been part of the jewelry industry since I was able to raise a tool. An education

in Chinese and European philosophy incited me to design a line of jewelry representative of my worldview. I believe that the world is

becoming a lot more interconnected and interdependent. The pillars of value and preciousness are being challenged. “Sustainability” is becoming a

global value; “Interdependence” is becoming a global creed. For that reason, I believe the notion of “precious” is undergoing a re-valuation. I

want to be part of that process by introducing into precious jewelry, elements of the environment that play a crucial role in the eco-system and are often taken for granted.




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Inspiration The inspiration of my introductory line comes from the pregnancy of my wife and my appreciation of the origins of all things. I present you four P’s: Produce, Provide, Parent, and Protect. These vital elements are the foundation for all living things. Therefore, Irthly wants to accent its value and preciousness. The first element in focus is the seed. Like the egg and the womb, our celebrated eco-symbol nurtures and cradle life’s infancy. Without it, extinction is imminent. It’s relative diminutive proportion and its rugged exterior makes it unaesthetic. Yet its interior contains life, vigor, strength, and endless possibility—immaculate beauty.

I invite you to join and follow our development as we introduce new collections and inspirations periodically. Several inspirations are in line for introduction in coming seasons.

The Future of Irthly - Our Brand Although we are excited to initiate our collection with our

origins inspiration, this is merely the seed of our brand. Other material and design elements will bare fruit. We are excited to inform you that we have inspirations, themes, and collections ready for launch in the foreseeable future. With- out giving too many details, we can announce that we launch our Art Deco based collection this summer. The "Origins" inspiration (using seeds as our main material) will continue for the next two collections and we will then change gears and focal material. In a couple of years, our inspiration changes to the appreciation and awareness of our intercon- nectedness, symbolized by the precious ecosystem of bees. We will leave it at that and hope that you support our brand. Stay tuned.

Philanthropy and Education Introducing other precious concepts and elements of our world into fine jewelry is our mission. Making statement jewelry is our material expressive segment of this venture, but the underlying philosophical purpose is an educational one. To present other valuable concepts and elements, and make them feel valuable and precious is our true intent. As we present our expressions through jewelry, we would like people to talk, discuss, and reassess value. But we must continue to raise awareness through many more mediums. As such, Irthly is looking deeply into selecting a few charitable institutions that promote education, specifically in children education.




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Founder David Alvarado feels strongly about presenting more philosophical meaningful conversations to children in schools. No matter your religious, spiritual, or philosophical background, allowing kids to raise deep questions of life, and learning how to cherish and admire those questions is important to him. So he wishes to contribute to that effort by donating to several organizations that promote philosophy and more profound education to children.

At the end of 2013, we selected several organizations to donate a portion of our sales. As tax season 2014 closes, we will announce our institutions. We welcome your support by either donating to these organizations individually or through buying any of our items. Our aspirations are high. We hope that one day, our children will be able to appreciate the world beyond them, have the freedom to dig deeper into life’s great questions, and value the world more profoundly.

The ORIGINS Inspiration

Irthly’s introductory inspiration comes from the concept of origins. In this initial muse, we invite you to explore with us the seed as our emblem of the root and birth of all things. We present you four P’s: Produce, Provide, Parent, and Protect. These vital elements are the foundation for all living things. Therefore Irthly wants to accent its value and preciousness.

Like the egg and the womb, our celebrated eco-symbol—the seed—nurtures and cradle life’s infancy. With- out it, extinction is imminent. It’s relative diminutive proportion and its rugged exterior makes it unaesthetic. Yet its interior contains life, vigor, strength, and endless possibility—immaculate beauty. Seeds are not rarities. They are not hard to find. So the conventional criteria for valuing things as “precious” would discard the seed. Irthly’s perspective is not to value it on the basis of rarity but on the basis of impor- tance in our environment and what the seed represents: Birth and creation, nurturing and development. Seeds are the building blocks of life. It would be hard to find anything more valuable and precious. Yet, the original genetic formulation of seeds are becoming extinct. The rise of GMOs (Genetically Modified Organisms) is altering the original composition of seeds. Some argue that one day, original make-ups of seeds and other organisms would be extinct. Taken in this sense, seeds in their original constitution are becoming more rare.

Wearing an Irthly item allows one to start dialogues. One can discuss the value of the roles of seeds in the world. One can highlight the preciousness of birth and development. It also can spark a very important discussion on GMOs and how they will influence the world. Wearing an Irthly item is not only a symbol of status and aesthetic beauty, it also displays meaningful statements that we encourage those of status and beauty (of any kind) to talk about.




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Classics Collection

Design Description Elegance in simple shapes, open spaces, and clear accents designed to demark individuality and sternness of cause, characterizes the Classics collection. It is a balanced mix of contemporary accents and vintage appeal. In conjunction with the theme of origins, we believe that basic shapes and clear accents are the basis of any design development. As such, this collection sustains original shapes as a basic foundation for the future exploration in design.

Featured Element: Tagua Nut

The Tagua Nut is our featured eco-element that symbolizes Irthly’s inspiration of origins. Termed endearingly “vegetable ivory,” it is refined to show its natural and individually unique colors and ingrains. Tagua is a nut or seed of a palm tree from the rainforest of Ecuador. A fair trade compliant organization harvests the nut, bene- fiting the local people and economy. The unique properties of this seed are its strength, color and visible

grains. It is an extremely hard seed that withstand significant wear and tear. The chemistry of an individual only makes the seed remark- ably stronger and silkier feeling. The synthesis of simple shapes, elegant metal and diamond accents, and the uniqueness of vegetable ivory truly makes this series “Classic.”

Fabrication All the jewelry is made with recycled metals, predominantly gold and platinum, high-grade conflict-free diamonds, and fair trade gems. The integration of these sustainable jewelry elements with seeds of vegetable ivory is a complex and delicate challenge that took years to develop. The seed goes through an extensive refining process. It starts with the whole seed that gets sliced in a certain direction to take advantage of the most amounts of the seed. Then the process of selection starts. Not all seeds are pure white nor are they without any overly cumbersome grains, cracks, or gaps. So, akin to the selection of a diamond, we must search for the seed slice that has the purest of colors and beautiful grains, without too many cracks and holes.




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The selected seed piece then gets shaped and cut to the specifications of the design. Finally, the shaped seed gets polished to fine shine. The fastening of the seed to the conventionally manufactured metals without any glue is the most challenging of the process.

A combination of old-world hand craftsmanship and high-tech machinery and devices (lasers, CNC machinery, advanced casting) were required to achieve the challenge. Both are interdependent and indispensible for the success of the design. Every piece of jewelry made is authentic. Each seed has its own grains and colors. For that reason, we place our logo in the back of every piece and a unique serial number.

Made in the USA The entire process of our jewelry is proudly made in Los Angeles, CA U.S.A. From the world, to the world.

Series Descriptions and Meaning

CYCLES Emptiness and fullness, dark and brilliance, beginnings and endings

blending together in interplay. The spike accents add edginess to this traditional look. The spikes extend from the interplay between oppo- sites into the meta-sphere.

AFFINITY Graceful vintage-inspired design lends a touch of wistful romance—A cameo look that leaves the space where the face normally belongs as an empty vacuum. Being empty, the space could never be full—an endless embrace.

PARRALLEL Paying tribute to the balance in all things. From the glossy and earthly look of the vegetable ivory, to the different finishes and colors of the metals, these pieces demonstrate a multitude of perspectives reminiscent of art deco designs. Perspective in life makes us balanced.




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NURTURE Produce, Provide, Parent, and Protect. This is Irthly's signature piece as it purely captures the inspiration of origins. It symbolizes the womb, the seed, or the origins of life and mind. The vegetable ivory seed is surrounded by gold spike accents to demonstrate protection from the elements, the vegetable ivory supplies the body of the design and the diamonds embedded into the vegetable ivory highlights the brilliants and beauty inside every seed.

CARDINAL To find your way, you go your way. Pointing to the cardinal directions and one bezel set diamond placed above them all shows the general understand- ing of people’s paths and beliefs, completely disregarding the circular nature of the whole.

RETURN An amulet of quiet strength denoting a sparkling return to the root. The sleek lines and spike accents provide plenty of attitude. The design draws attention downwards to the earth in which all will return.

ART D'ECO Collection: Art Decoratif d'Ecologie Collection Description

The basis of this collection's design is the era of Art Deco, with an Irthly twist. The Art Deco design and style movement came into world recognition in the 1920's. Especially significant was the conference held in France in 1925: Exposition Internationale des Arts Décoratifs et Industriels Modernes (International Exposition of Modern Decorative and Industrial Arts), where much fanfare ensued. The era in which Art Deco flourished was a dynamic one. Advances in many aspects of society interplayed with the character of Art Deco. Advances in transportation and communication allowed more people to travel around the world and discover many cultures and their design aesthetic which tourist brought home. Egyptian, Mayan, Persian, and other ancient civilizations were both a fascination and fad to integrate into contemporary design. Technological breakthroughs in manufacturing allowed other materials to be introduced and expanded the possibility of design. These breakthroughs also caught-on to government participation through building code and public structures. Contemporary artistic styles like Art Noveau, Cubism, Constructivism, and Modern- ism suddenly intertwined with these newly integrated advances, concepts, and enlightenments to create the wonderful broad amalgam now known as Art Deco.




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David Alvarado believes that our current era contains striking similarities. Advances in technology and communication has allowed us to connect to other cultures and people, not on a superficial, conceptual level, but in a more direct way where we feel like an active participant in a global web of minds. Advances in biology, physics, and operational computing and robotics have advanced industry which is influencing all genres of design, including jewelry-making. Even similarities of the government’s role are taking part. Governments across the world are being critically evaluated, implemented, and deconstructed in an attempt to represent this epoch’s worldview and values.

Alvarado wants to play a small role in this Art Deco-like worldview by adding his collection to the cocktail of ideas and aesthetics.

All the advances that are influencing this Art-Deco-like movement have also influenced jewelry-making. Advanc- es in communication and technology have allowed the consumers to connect more directly with the designer or founder. This allows access to the visions, inspirations, and concepts behind designs and collections. Consumers suddenly demand that the products and/or services mean something. At Irthly, we value that accessibility and share with you our vision. Our ART D’ECO Collection follows the same inspiration as our Classics Collection: We want to raise the value and preciousness of birth and creation; and development and nurturing. Advances in jewelry manufacturing have also played a huge role in jewelry design. Innovation in computer design, casting and printing, and lasers have significantly changed the jewelry dynamic. Some comment that this influence has made jewelry too commercial and aesthetically unoriginal. However, there are others that are taking great strides in using the tools to create designs that represent the times. Irthly's knowledge in advanced jewelry techniques has allowed integration of biological, organic materials to be introduced into enduring, fine jewelry. So similar to the Art Deco era where new materials were introduced into design and construction, Irthly is introducing organic “Eco” material to its Art.

The Art Deco era was also characterized by the lavishness and grandiosity that opulence provided. That was both a great symbol of the human capacity and possibility, and an evident display of income inequality. Alvarado does not deny that our field of art usually caters to the well-to-do, hence falling to similar negative connotations of the Art Deco era. Income inequality is something that needs to be addressed. Irthly addresses this concern by creating statement pieces, often containing material not often perceived as precious, so that the consumer can have a platform, a space, a possibility to address value, preciousness, and the role it plays in society. It is a near guarantee that someone will comment on your Irthy piece which will give grounds to voice your opinion on the matters of the world as you see fit. Alvarado states, “As fine jewelry designers, what we can do is provide a space where the wearer can give her or his statement regarding matters that matter to them.” We hope you support and wear our designs that celebrate a certain resurgence of the Art Deco era. Irthly presents to you our Art Decoratif d’Ecologie: ART D’ECO.




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Design Philosophy The jewelry created in the Art Deco era continues to hold high esteem. With its lines and levels that contain in them lavish detail, collectors all over the world cherish them as one of the greatest jewelry pieces created. Alvarado is humbled by that fact and departs from such design. Instead, Irthly celebrates other design creations prevalent in the Art Deco era. Architecture, interior design, and other habitat

accessories and fixtures were Alvarado’s muse. The Tagua seed, endearingly called Organic Vegetable Ivory, continues to be the focal material. This time however, the material design contains more depth. Layers and steps, facets, and machine-like curves, common in all Art Deco pieces, are featured in the Organic Ivory. Metals and diamonds continue to be a

point of accent instead of the body of the jewelry. Faceted gems take a greater role. Irthly’s frequent use of naturally faceted crystal tourmalines and beryls, and other faceted gems that effectively represent the

Art Deco era, is the reoccurring signature of Irthly’s ART D’ECO.

Series

Terminals

A homage to material or mental travel; Irthly invites you to explore departures and arrivals, gates, and receptions so often displayed in the scenes of the 1920s. To every destination, goal, or aspiration, there is a place of departure and arrival. Irthly places value in such points. Yet we value more what is in between and beyond the two ostensive points. This is truly precious.

Sepulcher (Geb's Tomb)

Celebrating the Egyptian influence in Art Deco, Irthly presents Geb's (The God of Earth) tomb. This design symbolizes the dark possibility of Earth's demise if humanity becomes careless in its eco-consciousness. As the outer spear faces towards the earth and the inner spear points to the stars and sky (A call to Geb's wife named Nut, the goddess of the stars and sky), it reminds us of the fragile relationship between heaven and earth, and our role in it.




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Coming Soon: Our new Fontaine, Miami, and Motif Series




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Care Instructions Vegetable Ivory is a real, organic material. Therefore, one should understand its nature and delicacy. The intention of any seed, in general, is to protect, nurture and, oftentimes, transport the living organism inside it. Therefore, by definition, the seed is meant to be rugged and sustainable. In the case of the Tagua nut, throughout its fabrication development, it has shown amazing strength and endurance. Nevertheless, one must always remember the fragility of organic material. As such, one needs to care for the Vegetable Ivory like one would care for anything precious. The way one cares for pearls, opals, tanzanites, or emeralds would suffice. Harsh chemicals like perfume, acidic liquids, or strong soaps may pollute its chemical composition like it does for pearls. Extreme heat will dry the natural oils that give it strength, akin to opals. Extreme or sudden change in temperature may cause warping or cracking, like it does for tanzanites, emeralds, and other precious stones. Overall, wear your Irthly item proudly anywhere. The more you wear it directly on your skin, the more it acquires your chemistry. Just keep in mind that it is an organic element and respect it in that manner. Enjoy.

Irthly Sans Design Description Irthly wants to make a mark in society’s value assessment. As such, we want to expand our message to as many individuals as possible. Providing a collection of conventional jewelry allows us to reach other consumers who might not be in the market for fine eco-elegant jewelry. The design philosophy for this collection is simple. We will offer similar looks as our collections with organic material, without (Sans in French) the organic material. Although the organic material will be missing from the design, we will attempt to maintain the look of the design as if paying homage to the space that the organic material would occupy. Price Range Our MSRP ranges in the $1800 to $7,000 range, with an average price of $2,800.




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Press/Awards

We are excited to receive several industry related awards and the press that comes with them. The following are those recognitions.

2014 JCK Las Vegas: Rising Star The JCK Rising Star program, established in 1995, seeks out up-and-coming designers whose work exhibits true artisan quality, innovation, and a unique yet marketable style. The juried process includes a select panel of retailers, editors, and stylists who review each designer and provide ratings on the quality of materials used, craftsmanship, originality, and salability. Only those applicants with the highest score are invited to exhibit in the Design Center—the destination for fresh, emerging talent. Previous Rising Stars, including Heather Moore, Sarah Graham, and Alex Woo, are now widely recognized brands in the jewelry industry—a testament to the program's viability.

2013 JA New Designer Finalist At JA New York Summer Show, Irthly was awarded finalist for the New Designer of Year Honors. We displayed our collection for the first time with fantastic responses from the press and customers.

2013 MJSA Vision Awards Every year, the MJSA Vision Awards celebrate outstanding talent in the field of jewelry design. The

winning designers represent the future of the jewelry manufacturing industry, and the Vision Awards competition showcases their creativity and boosts their careers.

Irthly’s Cycles Pendant in rose gold earned the recognition.

2013 American Jewelry Design Council New Talent Awards- Runner-up

AJDC holds an annual contest to select an outstanding new talent in fine jewelry – AJDC New Talent. Award Ceremony will be held at JA-New York on July 28-30.

Press

This is a small sampling of the press recognition. For more info, please visit Irthly.com. Aside from the current press of my Rising Star Award that are especially noteworthy are the interviews by Rapaport. Two different interviews, one online (below on video) and articles by the editor-in-chief of Rapaport in this past October and January issues are featuring the unique way I am using gems and diamonds in an elegant and eco-aware way.




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JCK Rising Star 2014 InStore March 2014

Rapaport Magazine October 2013 Article

Jewelry Connoisseur- January 2014-Style (IPAD Magazine)

Rapaport Interview-August 2013

Instore Magazine-August 2013

On The Web

https://www.facebook.com/irthly.jewelledadornments @Irthly

https://www.pinterest.com/irthly/ https://twitter.com/Irthly

http://www.jckonline.com/2014/03/25/meet-jck-las-vegas-2014-rising-stars

http://instoremag.com/component/content/article/517-latest-instore/13115-new-arrivals-fashion-jewelry?Itemid=101#!preciosa7087_40

http://www.diamonds.net/Magazine/Article.aspx?ArticleID=44721&RDRIssueID=115&ArticleTitle=Earthly%2bDelights

http://contentviewer.adobe.com/s/Jewelry%20Rapaport%20Magazine/252971b06d114b80bddf2a1b47418a52/RAP%20January%202014/0114_Style_LO.html

http://www.diamonds.net/News/NewsItem.aspx?ArticleID=44099

http://www.instoremag.com/component/content/article/517-latest-instore/11729-opening-lines-august-s-newest-jewelry#9650-David_Alvarado_9_cycles_ce01

https://www.facebook.com/irthly.jewelledadornments%09

https://www.pinterest.com/irthly/

https://twitter.com/Irthly




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Story Angles/Suggested Interview Questions/Quotes and Phrases

Angles

Elegant Fine Organic Jewelry- "Something Different" Organic Bridal-Alternative, naturally. Celebrate Birth and Mother's Day with Irthly's Origins Inspiration. Sustainability that truly raises the preciousness of sustainability. Want to make a statement and start a "green" conversation- Sternly go Irthly. Mokume Organica- See naturally formed mokume grains in Irthly's Classic Collection. A Luxurious Way to ‘Go Green’ for Earth Day (April 22nd).

Suggested Interview Questions

Why raise the value of eco-elements? What makes organic jewelry refined and precious? What inspired you to base your initial collection on origins. Why do you think it is a nice gift for Mothers? How did Irthly become? How is your philosophy integrated into your designs? What inspired you to design your first collection in this manner? How do you think you contribute to the green movement? How do you plan to contribute to the community? What do you want consumers to get out of you jewelry? How do you define Contemporary Jewelry? (Somebody please ask me, I have a lot to say)

Quotes and Phrases

"To See Things in the Seed, that is Genius." Lao Zi-Chinese Philosopher Irthly's Four P’s: Produce, Provide, Parent, and Protect. Irthly Produces: "From the world, to the world."

Documents

Irthly Jewelled Adornmentsirthly.com/wp-content/uploads/2014/05/Press-Kit-05-28-14.pdf · 2014. 5. 29. · diamonds, fair trade gemstones, and fair trade eco-elements. Our jewelry