DEMI-FINE JEWELRY

Let's start with the concept of fine jewelry. Such pieces are made from solid gold, high-purity silver, or platinum, often set with high-quality gemstones. They are usually exclusive, one-of-a-kind creations - think Cartier, Chopard, Bulgari. Fine jewelry isn't just worn - it's planned for, sometimes saved for, and usually justified by a milestone or special occasion. A significant part of its cost comes from the brand name itself and the marketing behind it. It's beautiful and alluring, but it rarely fits into everyday life. After all, not every woman can or wants to buy a Cartier ring for a completed project or simply as an act of self-love.
Among Russian brands, the term is still gaining recognition. Essentially, it sits between high-end fine jewelry costing tens of thousands and inexpensive fashion jewelry that loses its shine within a month - the kind you typically find in mass-market stores or small brands. Demi-fine means the standards of quality and materials are held to the highest level. Production is thoughtful, controlled: jewelry components are custom-made, not off-the-shelf.
This is the segment in which we work. The brand was born out of our shared frustration: it's hard to find truly high-quality jewelry at a reasonable price. We value beauty, aesthetics, and material quality - but most of us aren't ready to spend a fortune on fine jewelry, and that's okay. Our mission is to make it possible for every woman to own something genuinely high-quality: undeniably valuable, yet not insanely expensive.
What is demi-fine - and why are we so proud of it?