27/10/2017 One doesn’t expect to find a jewellery store on the 14th floor of a high-rise building, so anyone who pays a visit to Isabel Guarch, in Palma, should be prepared for a surprise. The ride up in the lift takes almost one minute and, having arrived, you won’t find a huge apartment with sofa, flat-screen TV and kitchen – but a large, two-part hall with showcase tables of precious wood and cleverly illuminated glass display cabinets, in which the collections of designer jewellery gleam seductively.
The reason for the showroom high above the rooftops of Palma sounds well-thought-out: “We like to create a living-room-feeling for our customers, a different world far away from the bustle of the town centre streets,” the 46-year-old Mallorcan explains.
Her mother – also a talented jewellery designer – had the idea of turning her own apartment into a jewellery store, 25 years ago. “Her collections were initially all unique and had been mostly made for friends and acquaintances,” says Isabel. Over the years this provisional home-run enterprise turned into a thriving business that has become known far beyond the borders of Mallorca. Guarch jewellery collections are being sold by several franchises within the famous Spanish department store chain El Corte Inglés and at other prestigious boutiques in Madrid and Barcelona.
After school, Isabel Guarch followed in her mother’s footsteps. Firstly, she studied gemology and design for several years in Paris. Eight years ago she took the leadership of the family business. Together with a team of professional salespeople, she is currently working on the expansion of the label abroad: “We want to establish ourselves step by step in other markets in Europe, in North America and in Mexico,” she says.
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Each collection is developed, personally designed, and presented by Isabel. However, selected craftsmen in Mallorca and on the Spanish mainland carry out the completion of individual pieces such as rings, earrings, pendants or bracelets. Currently the portfolio includes nine jewellery collections. Each of them represents the philosophy of the brand in an impressive manner: Fine jewellery and costume jewellery in Mediterranean style.
A good example is the latest collection Nostra, which translates as “ours” in English. The name speaks for itself: “Nostra reflects the traditions and secrets of our culture. Each material we use represents a part of the island’s history.” These handmade jewellery pieces seem like books telling a story in an incredible way. Bracelets have innumerable ornaments and pendants, reflecting the loops of the former Mallorcan stone-slingers who gained worldwide fame in the Punic wars. Stones from 2,000-year-old prehistoric Talayot culture can be found, small gold coins of the Roman occupiers, or representations of the Calatrava cross from Palma’s Cathedral.
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Another journey into the history of Mallorca is the collection ‘Style’, in which the central element is a magnificent silver button. “In previous centuries, Mallorcan women used these as cufflinks for their husband’s shirts,” Isabel explains. “On each sleeve there were seven. They were handmade only on demand.”
On the lookout for new designs for her collections, Isabel becomes almost an historian, time and time again. “Mallorca offers an almost inexhaustible number of historical icons that have fallen into obscurity over the years. Bringing them back to light is the fascination of my work,” she says.
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For the manufacture of her jewellery pieces, she typically uses hi tech materials such as gold and silver. But it is not pure luxury though: “It is important to me that the collections remain affordable for every budget,” Isabel tells us. But of course there are rings, earrings and necklaces studded with diamonds and other costly gems in her display cases. “For some of our customers, jewellery is not just a transient fashion accessory, but a precious thing for life.”
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The work of Isabel Guarch may have a touch of nostalgia, and some people might even think of it as old-fashioned. But this is a big mistake. Despite the mighty traditional symbols woven into her jewellery, the design is avant-garde and modern in an elegant way. Anyone who doesn’t believe that should simply take the lift up and pay her a visit in Palma. It’s worth it – and not just for the stunning views from the 14th floor.
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