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Diamonds are forever, but everything else in the jewelry world is changing rapidly. New trends, especially in design and marketing, are reshaping the business terrain. Berge Abajian, creator of Bergio, was one of to spot these emerging trends and his foresight has served his fast-rising company well.
Although Bergio is less than ten years old, it is already an established name in fine jewelry. The Bergio Bridal Collection, launched in 2002, is now one of the best-selling bridal jewelry lines in the country.
Berge Abajian was born into a family that has been manufacturing jewelry since the 1930s. He was schooled from a young age in the nuances of craftsmanship and quality, and worked for many years as a bench jeweler. Bergio was created when the innovative and ambitious Abajian decided to strike out on his own branded line of diamond jewelry. “My family manufactured jewelry for other designers for years,” he explains. “I wanted to take the next step.”
Inspired by the lush beauty of rare fancy diamonds on a trip to Brazil, he returned home to design his first collection. These unique pieces, made with pink and yellow diamond, were presented to the public in 1996, several years before the current rage of colored stones. The collection was immediately successful. Bergio was well on its way.
Today, Bergio is known for elegant designs manufactured in Italy and executed with masterful care and craftsmanship. A European sensibility, glamorous yet timeless, is instilled into every piece. Colored stones, both precious and semi-precious, continue to animate the line.
The bridal collection features rings that are classic in inspiration, yet modern in their fashion flair. Bergio keeps the emphasis on the center stone in order to achieve a simple but powerful elegance. Warm 18KT yellow and white gold is offered in addition to fine platinum because, in Abajian’s words, “If the design is good, it doesn’t matter what the metal is. It will be successful whether in platinum or in 18KT yellow or white gold.”
The fashion line’s appeal stems from the designer’s belief that jewelry is an expression of the woman who wears it. “Our jewelry enhances the beauty of its owner,” he says. “It is the accent of her beauty.” And Abajian’s commitment to handcrafting ensures and unusually high level of workmanship. Bergio’s quality has earned a devoted following among retailers and customers alike.
Bergio is also an innovator in marketing, creating a distinct image for the Bergio brand. A spectacular campaign, which will be announced soon, is slated to run in Town & Country in 2005, and is dedicated to strengthening the real and growing bond between Bergio and the customer.
Thanks to substantial advertising in both trade and consumer magazines, an increasingly strong Internet presence, and the force of Abajian’s own warm, enthusiastic and colorful personality, the Bergio name is quickly becoming one of the few jewelry lines with instant name recognition. What’s in a name? At Bergio, everything you want.
