Bjx: The New Italian Brand with a Parisian Appeal
Three jewelry families for Bjx, the new brand which emerges from backstage and shows itself on the contemporary jewelry scene as the protagonist of a new course
Born in Italy, we love art, old stories, and myths. We focus on the value of detail, art, and design. We love antique jewelry and the hectic pace of the big city, flowers, and scaffolding. We choose upcycling and love sudden and surprising changes in perspective. We want to have fun with design objects, make people smile, but we are not against seriousness.
The manifesto with which BJx—the new, all-Italian brand with a Parisian appeal, born at the behest of creative director Jacopo Betti and Claudia Ranieri—presents itself to its audience is a declaration of transparency and a value casebook for its jewelry. Earrings with sinuous lines and bold volumes that never go unnoticed; chains in a succession of metal links, interspersed with rock pearls; multiple hook-effect piercings to wear in abundance.
The concept of movement that holds the whole BJx world together shines through most of all in the style they have imprinted on all the collections. They explore materials and delve into techniques and colors. They develop the classic clasp, which is completely re-designed in the Lost and Found collection, and the organicity of the golden lines that twist around the ear with jewelry from the Origin collection is immersive.
Created by the eponymous BJx Studio, known for its collaborations with the world of fashion, accessories, and design, including numerous brands such as Dion Lee, Rhude, MSGM, Andrea Adamo, and Blumarine, all the BJx jewelry "families" are inspired by the founders' family jewels under the banner of a continuity of great modernity.
The manifesto with which BJx—the new, all-Italian brand with a Parisian appeal, born at the behest of creative director Jacopo Betti and Claudia Ranieri—presents itself to its audience is a declaration of transparency and a value casebook for its jewelry. Earrings with sinuous lines and bold volumes that never go unnoticed; chains in a succession of metal links, interspersed with rock pearls; multiple hook-effect piercings to wear in abundance.
The concept of movement that holds the whole BJx world together shines through most of all in the style they have imprinted on all the collections. They explore materials and delve into techniques and colors. They develop the classic clasp, which is completely re-designed in the Lost and Found collection, and the organicity of the golden lines that twist around the ear with jewelry from the Origin collection is immersive.
Created by the eponymous BJx Studio, known for its collaborations with the world of fashion, accessories, and design, including numerous brands such as Dion Lee, Rhude, MSGM, Andrea Adamo, and Blumarine, all the BJx jewelry "families" are inspired by the founders' family jewels under the banner of a continuity of great modernity.