Jewel of a model

Model-actress Heidi Klum has now turned her attention to jewellery, writes Jyoti Kalsi.

She entered a modelling contest in Germany on the urging of a friend. Heidi Klum not only won the contest but has gone on to become one of the highest paid models in the world.

Heidi's big break came as a model for Victoria's Secret. She was also the one chosen to model the lingerie company's $10 million (Dh36.7 million) Millennium Bra and their bejewelled Fantasy Bras in 2001 and 2003.

Since her debut in the late 1990s, she has been the face (and body) of some of the most famous international brands with one brand going as far as to insure her legs for over $2 million (Dh7.34 million) during a campaign.

Heidi has also appeared on television serials such as Sex and the City and Malcolm in the Middle, hosted shows on MTV, Discovery Channel and other television channels and acted in some movies.

The model has now designed a line of jewellery for the Mouawad jewellery house, established in 1890 by Lebanese watch maker Daoud Mouawad.

Mouawad's Heidi Klum Collection was launched in the UAE at the Damas Le Exclusive boutique in Wafi City on September 3.

It is now available at the Damas Le Exclusive boutiques in Saks Fifth Avenue, Wafi City, Emirates Towers and BurJuman.

The collection comprises 35 pieces handcrafted from white and yellow gold, diamonds, sapphires, rubies, turquoise and coral.

The designs range from ornate multi-layered necklaces and bracelets and dangling earrings to simple pendants on leather straps in bright pink and yellow. The recurring four-leaf clover motif is a signature of this collection.

"This motif has long been recognised as a symbol of luck. Heidi was intrigued by a clover-patterned marble inlay she saw in Milan and decided to incorporate the motif into her designs.

"This collection combines Heidi's style and vivacity with Mouawad's designing expertise, exquisite craftsmanship and long experience in the field of couture jewellery," said Pascal Mouawad, director, Mouawad group.

Mouawad, who was in Dubai for the launch of the Heidi Klum collection, represents the fourth generation of a family that is well known as jewellers to Middle Eastern royalty.

He grew up in Switzerland and was educated in the United States. Among his major marketing successes since joining the family business nine years ago, has been bagging the assignment to design the famous Victoria's Secret $10 million (Dh36.7 million) bejewelled Fantasy Bras for five consecutive years.

In an interview with Tabloid, Pascal Mouawad spoke about the group and their first collaborative venture with a celebrity.

Excerpts:

Tell us about the Mouawad Group.

My great grandfather travelled to Mexico and the US and trained to be a watchmaker. He opened his first workshop in Lebanon 115 years ago.

My grandfather saw opportunities in Saudi Arabia and was the first person to set up a jewellery business there. He became the jeweller to the rulers and we still cater to royal families in the region.

My father developed the business into an international group with vertically integrated facilities for polishing stones, design, manufacture and marketing located around the world.

We have two well-known watch brands and several lines of fine, designer jewellery and are known for our quality and craftsmanship. My fate and my love for this field have made me the fourth generation of my family in the business.

What is your role in the business?

I spearhead the wholesale operations. I am involved in every stage from giving direction to our design team to opening new markets such as Russia, China and the United States. I have also created more visibility for our brand through associations with celebrities at events like the Oscars or video shoots. Earlier, our brand was perceived as a high-end brand only for royalty. I have made it more affordable and accessible by introducing less expensive lines and increasing our network of retail outlets. Along with my brother, I also set up Mondera.com, an online sales centre for diamonds and classic bridal jewellery.

Why did you choose to collaborate with Heidi Klum for a collection?

I met Heidi while working on the fantasy bra for Victoria's Secret that she modelled. I found that she was interested in diamonds and jewellery and we decided to collaborate on a collection that would carry her name and image under the Mouawad brand. We launched the collection in Geneva about two years ago and have now introduced it in the Middle East. Heidi is one of the highest paid models in the world and a well-known face and her association with the brand gives us visibility. The line owes its success to the promotion Heidi does as well as to the design, marketing expertise and name of the Mouawad brand. This is a unique business model that is a win-win situation for both of us.

What is her involvement in the creation of the collection?

Heidi is an artist and has been actively involved in the design as well as the promotion of the collection. The line consisting of 120 pieces reflects Heidi's fresh, beautiful and fashionable personality.

You've been involved in designing Victoria's Secret Fantasy Bra for five consecutive years. Tell us about this special project.

The Fantasy Bra is a brilliant public relations strategy devised by Victoria's Secret. It is a diamond encrusted bra costing $10 million. It is made to measure for the model based on a mould of her body. It is entirely handcrafted from platinum or white gold and studded with diamonds and precious stones. The design is based on a different theme every year. The entire process takes over four months and we are among the few jewellery houses equipped to execute the project. The bra is showcased through photo shoots and on the runway. It is on sale for three months and dismantled if unsold.

This year the theme of the design is ‘rose petals' and we are using hundreds of rubies and white diamonds with a 100-carat diamond as the centrepiece. We have converted this PR exercise into a selling opportunity by creating diamond pendants of the same theme. So people can buy a piece of the outrageously expensive Fa