Milena Kovanovic joins PureJewels’  Platinum Heritage designers


Milena Kovanovic joins PureJewels’  Platinum Heritage designers

Milena Kovanovic
Milena Kovanovic
LONDON, April 3, 2011 – Milena Kovanovic, who creates striking objets d’art inspired by the natural world, has been chosen by fast-emerging luxury brand PureJewels as the latest designer for the Platinum Heritage Collection 2011.

Serbian born Milena is the fourth jewellery designer selected by PureJewels to create a couture piece in platinum for the Collection, following Sarah Ho, Cara Tonkin and Anthony Roussel. They are among just six designers selected from numerous applicants.

Milena explores organic forms and textures through inventive production techniques, creating jewellery in precious metal that is both sculptural and bold.  She has explored various techniques such as electroforming, hand forging and folding and glass blowing. Finding inspiration from the visual references of art and photography, her style is constantly developing in fresh and new directions.
Having trained as a gemologist, Milena hopes that her i

nvolvement with the PureJewels project will help establish her fine jewellery collections in the future. The collections would feature a kaleidoscope of clashing gemstone colours.
PureJewels, based in the Green Street jewellery quarter in east London, is planning the second edition of the Platinum Heritage Collection this year, inspired by the story of the brand which traces its roots to India and Africa.
PureJewels will launch the pieces at a special event to be held during London Jewellery Week, which will take place from 6-12 June 2011, to showcase the leading talents of the British jewellery industry.

“It is an amazing opportunity for me to showcase my skills as a designer and my passion for gemstones by working in the finest materials,” Milena Kovanovic says.
“I hope to produce a piece that will capture the ethos of the company as well as having a sense of myself.”

The Platinum Heritage Collection was brought to life by six jewellery designers in 2010 and reflected the heritage of the PureJewels brand.
Each beautifully crafted piece in platinum and diamonds reflected the cultural journey that the family-run business which became PureJewels had taken from India to England via Kenya.

Milena graduated from Central St Martins in 2006 (BA in Jewellery Design.) Her highly acclaimed pieces have received numerous commissions and press, following the launch of her eponymous label. She has showcased her work at many exhibitions including Goldsmiths’ Fair 2010 and Sieraad 2009 in Amsterdam.
Her collections epitomise style, originality and opulence.

“We are delighted to be working with Milena on this project,” said PureJewels’ Brand Manager Jayant Raniga.
“Her raw talent for design and innovative approach to materials and jewellery processes made her an ideal candidate.”
Jayant added, “We are proud to be providing Milena with a platform to showcase her talents both to the industry and the general public.”
Milena said, “I’m looking forward to working with Jayant and the PureJewels team whose insight and resources will provide me with an invaluable experience. One I feel will help me to develop my own brand.”