How Lebanon’s Mouwad Turned Miss Universe Crown Jeweler


For 4 generations, Lebanese jeweler Mouwad has been creating one-of-a-kind distinctive items for royal households in addition to the rich. Established in Beirut in 1908 as a producer of intricate watches and bespoke jewellery for the town’s wealthy and well-known, the model quickly expanded into the broader Bay Space, including luxurious timepieces to its rising vary.

At this time, Mouwad is a worldwide title in luxurious jewelery and diamonds. With its headquarters in Geneva, it’s nonetheless a family-run enterprise, however a enterprise that’s glad to develop over time.

In 2019, Mouwad grew to become the official jeweler of Miss Universe, making a crown of kinds for the winner of the title. South Africa’s Zozibini Tunzi gained that 12 months.

Related to a worldwide magnificence pageant, Fred tells Mouwad Nationwide, was a method to succeed in a “broad base of shoppers”. And it is a technique that has labored wonders.

“Prior to now, we had been very elite. We had been very high-end, and we did not establish a lot with the general public,” he says. “And we are actually realizing that our model consciousness has elevated with a buyer section that we didn’t have earlier than, and additionally it is enabling us to create collections which can be extra reasonably priced.”

Fred, who serves because the model’s “co-parent” together with his brothers Allen and Pascal, calls it “Mauvad’s subsequent evolution”.

“We have at all times had extra reasonably priced jewelery in our collections, priced between $2,000 and $10,000. Now we need to put a bit of extra emphasis on that and actually develop our buyer base.”

crowning miss universe

Discussions in regards to the crowning of The Energy of Unity, because the crown of Miss Universe is thought, first started in 2018, proper after Mauwad ended his relationship with Victoria’s Secret. Mouwad had been making record-breaking bejeweled bras for the lingerie model’s star-studded annual trend present since 2000, when the occasion was canceled because of widespread controversy and dwindling viewership.

“We thought, ‘What can we do that’s consistent with our heritage, one thing majestic that may have a a lot wider publicity? Fred says. “And we considered Miss Universe, as a result of in any case we’re the jewelers of royalty. So why not use our information to create a crown for probably the most stunning ladies on the earth?”

The method to craft the precise crown took about six months, Fred says.

“They wished a crown that symbolized the approaching collectively of communities. So we despatched them some sketches and after going backwards and forwards a number of occasions we got here up with the crown of Energy of Unity.

“I do not assume we’d have ended up with this design if we determined utterly on our personal, however it was actually a collaboration between Mouwad and the Miss Universe workforce and I feel it is stunning.”

That includes all petals, leaves and vines crafted in 18-karat gold and set with white diamonds, the spotlight of the Energy of Unity Crown is the 62.83-carat Canary diamond positioned within the middle. Two different pearls, lower from the identical stone as the middle diamond, are positioned on both facet of the crown.

“The Canary diamond has a protect form, which made it excellent,” says Fred. “As a result of it’s a reminder that we should defend folks from prejudices. This Taj is about empowering folks, giving equal alternatives to folks and dwelling in peace and concord.”

He estimates the crown to be price between $4 million and $5 million.

Miss Universe Thailand topped Energy of Resilience

Fred, who moved to Bangkok in 1990 to supervise Mouwad’s diamond enterprise throughout Asia, can be behind the model’s relationship with Miss Universe Thailand. For the third 12 months in a row this 12 months, Mouwad is the official jeweler of the annual competitors, crowning the winner.

“This challenge is totally different in that we make a crown annually with a brand new theme, and the winner will get to take it residence as a part of their prize,” Fred says. This 12 months’s crown, known as the Energy of Resilience, options 43 pear-shaped peridot and a marquis peridot, weighing 101.08 carats. They’re surrounded by 158.24 carats of marquis-cut and spherical white topaz gem stones and 4.19 carats of spherical white diamonds to embody the values ​​of purity and honesty.

Anna Suengam-im, 23, the daughter of former refuge collectors, was named Miss Universe Thailand 2022 at a pageant held at Bangkok’s True Icon Corridor on July 30.

Miss Universe Thailand 2022, Anna Suengam-im.  Photo: Miss Universe

The lodge and tourism administration graduate was topped by her predecessor, Achille Scott-Chemis, and Miss Universe 2018 Catriona Grey after beating 28 different ladies within the evening.

“Carrying the Energy of Resilience Crown sends a message of positivity that all of us have the facility to rise above any problem,” says Fred. “It’s a perception in our capability to do no matter life offers us and braveness and energy. To maneuver ahead in the direction of a brighter future.”

a worldwide Lebanese model

A part of Mouwad’s success, Fred says, is an appreciation of its roots, whereas having a worldwide outlook.

“Lebanon has the longest historical past of commerce, that of retailers or sailors for the reason that Phoenician, so we’re a really previous tradition. So for me once we create, we don’t essentially return to our roots, however we make We attempt to make our audiences take into consideration magnificence primarily based on our personal common requirements,” he says.

“So now we have a sure type, which I outline as timeless and chic. Typically, I might say we’re avant garde too. We attempt to innovate in our designs, however we at all times strive that. come inside what I name ‘timeless class’.”

Fred’s father, Robert Mouwad, who ran the corporate for 45 years, handed the reins on to his three sons in 2010. Now, the fifth era of the household, Fred’s son Jimmy Mouwad and niece Anastasia, have lately joined the enterprise to play a key function. ,

He says the plan is to make Mauwad really world.

“We need to be rather more worldwide, rather more present and extra acknowledged with extra retail factors. On the similar time make our collections extra accessible to a bigger buyer base,” he says. “And that is why our affiliation with organizations like Miss Universe is so essential.”

Up to date: 26 August 2022, 6:02 pm



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