FASHTALKS WITH EDWARD AVEDIS

Tell us the story behind how your brand came to life. What inspired its creation?

I am the sixth generation in my family’s jewelry lineage, so the industry was never just a career path, it was part of my upbringing. I grew up inside a traditional retail storefront, learning the fundamentals of gemstones, craftsmanship, and customer relationships from my father. It gave me a deep respect for the heritage of fine jewelry and the responsibility that comes with it.

When my father decided to retire and close our traditional retail store, it marked a turning point. Rather than replicate the conventional model, I saw it as an opportunity to build something that reflected my own vision. I had already been designing custom pieces on the side, but they were not yet the primary focus. That moment gave me permission to shift fully into what I felt most passionate about: creating intentional, story-driven jewelry under my own name.

I didn’t want to build another transactional jewelry store. I wanted to create an “atelier”, space where clients sit down, share their stories, and collaborate on pieces that mark life’s most meaningful moments.

How did you choose your brand name, and what does it represent?

The name Edward Avedis is deeply personal. It represents both legacy and identity.

“Edward” is my father’s name. He represents the generation before me. “Avedis” is my name, and together they reflect our Armenian-American heritage and the continuity of six generations in the jewelry industry.

The Edward Avedis name felt to me the perfect name that represents the bridge between generations.

"I am very proud of a few important pieces I made that include some prominent celebrities. For example, Lady Gaga has commissioned me for a few one of kind commissions that help ‘put me on the map’. That type of exposure is priceless for a jewelry designer and comes with so much pressure. I am also proud to be recognized by the retailer Ben Bridge as one of their top designers for custom pieces. These accomplishments represent success that comes from a combination of relationships built over the years and consistent quality craftsmanship."

What core values guide your brand, and how do they show up in your designs?

When you look at our designs, you’re seeing more than a “piece of jewelry”. I design every piece that comes out of our workshop using a combination of 3D design modeling, hand sketching and wax modeling. This means each piece is a result of a conversation about a story or moment that is important to my client.

What inspired you to become a designer, and how has that influence evolved?

I wanted to use my artistic talents in the jewelry industry after I tried for many years to become an animator. My Dad suggested it and here I am creating my own jewelry for 10 years. In recent years, I’ve started to showcase my hand sketches into the design process more than before because I realized clients really appreciate that touch.

Walk us through your creative process from concept to finished piece.

I start my designs on paper, laying out different ideas and then I choose the center gems and shapes I want to showcase. My Astra Collection has been most popular for me and that was inspired by the idea of how I can take the most common requested halo design and change it up. I liked the idea of a star shape and then curved the lines a bit more. The design really works well with round brilliant diamonds and inspired an entire collection of earrings, bracelets, and pendants. When it is for a client’s bespoke piece, we start with the gem and I take notes on what they are looking for.

What sets your brand apart in today’s fashion landscape?

My brand is an intersection of custom design and a narrative based on the relationships I have with my clients. In a market with mass produced pieces, my creations come from a story told and a moment to celebrate. I have shifted my collection to more limited pieces, for example 1- 3 pieces every few months that are available for purchase, instead of a full line.

What was your first experience in the fashion industry, and how did it shape you?

My first experience came in the year 202 when a pair of beautiful earrings I had created were chose by Molly Sims to wear at the Oscars Red Carpet. These earrings were the first time I received ‘celebrity’ level press coverage. It was after this, I started to get request from stylists to have my pieces for their clients to adorn.

What has been your biggest challenge so far, and what did it teach you?

My biggest challenge has been to scale my artistic talent. I am involved in every aspect of the production of our pieces which makes it difficult to expand the business. One step I am taking towards this is adding an apprentice to our team that I can teach how to manage the production and meet our quality control requirements.

What accomplishment are you most proud of to date?

In regards to jewelry design, I am very proud of a few important pieces I made that include some prominent celebrities. For example, Lady Gaga has commissioned me for a few one of kind commissions that help ‘put me on the map’. That type of exposure is priceless for a jewelry designer and comes with so much pressure. I am also proud to be recognized by the retailer Ben Bridge as one of their top designers for custom pieces. These accomplishments represent success that comes from a combination of relationships built over the years and consistent quality craftsmanship.

"I didn’t want to build another transactional jewelry store. I wanted to create an “atelier”, space where clients sit down, share their stories, and collaborate on pieces that mark life’s most meaningful moments."

How do you connect with your customers and use their feedback?

I need to work on this part of my business because the majority of my requests come from referrals. I am not proactive in reaching out to gain new clients but I would like to be. However, I do follow up with all my clients and keep an ongoing conversation with them after commissions. I like to personally thank clients sending them a hand written note with a sketch of their design.

Outside of your brand, what are you most passionate about?

I am passionate about a few things actually. Outside of my brand and work, I really enjoy sketching comic book characters and creating stories on paper through my drawings. I am passionate about my wife and kids and spending as much time with them as possible. I am passionate about playing pickleball 3 days a week and I am passionate about finally learning to play the guitar this year.

What excites you most about the future of your brand?

This is my 10th year of Edward Avedis and I am excited about elevating my brand. What does that mean? I want to begin creating truly one of a kind, one of one, pieces that would be available for purchase and never sold again. I want them to become collectibles and have a story behind each creation. This will take me to the next level.