Crayons presents “FRAMED”

Crayons launches its new FRAMED collection, where necklaces, rings and earrings are conceived as frames for precious stones. The concept stems from the idea that each gem holds its own narrative, and when framed it reveals its uniqueness in dialogue with contemporary design.

The pieces are crafted in silver with a white rhodium plating, achieving the finish standard of fine jewelry. Among the selected gems are emeralds, prasiolite, quartz, citrine and amethyst, some of which feature exclusive cuts. The technical innovation appears in the closure system: instead of the traditional model, a specially developed counter-ring fits into the chain and rotates 90 degrees, becoming part of the pendant's structural element.

A campanha, fotografada por Hudson Rennan em uma fábrica de vidros em São Paulo, estabelece uma analogia direta entre a transparência e a precisão do vidro e o gesto de emoldurar pedras. O ensaio contou ainda com styling de Malu Lucatelli, vídeo de João Evanik, beleza de Andre Campos, e direção de Gilberto Bara e Marcelo Jacob.

‍

‍

‍

A look at Crayons

Founded in 2020 by Gilberto Bara, Crayons sets out to deconstruct the classic and reconfigure sophistication in accessible pieces, yet executed with the technical rigor of high jewelry. Each collection proposes a design exercise that goes beyond aesthetics: it seeks to provoke shifts in perception and behavior.

Crayons also incorporates sustainability into its practice. The use of Brazilian gems sourced from cooperatives licensed in Minas Gerais and Bahia, investment in lab‑grown diamonds, and recycling of gold in part of the production point to more conscious consumption.

‍

‍

Exclusividade e tempo

As peças são desenvolvidas em pequenas séries, reforçando a exclusividade e o caráter autoral. Essa escolha também estabelece uma nova lógica de consumo: ao invés da disponibilidade imediata e massificada, a Crayons valoriza o tempo de criação, a espera e a experiência de adquirir algo que carrega intenção e permanência.

Com a coleção FRAMED, a marca reafirma sua vocação de alinhar design, inovação e ética produtiva, emoldurando não apenas gemas, mas novas perspectivas sobre o lugar da joia no cotidiano.

‍

‍