THE GLITTERATI QUESTIONNAIRE

10 QUESTIONS FOR VALERY DEMURE, CUTTING-EDGE CONNOISSEUR, DYNAMIC TASTEMAKER & SOUL SEEKER.

Valery Demure is referenced in the industry not only for her discovery of design talent, but also for her ambition and innovation within the field of jewellery and accessories. Beginning her career as a jewellery buyer, she has gained a vast wealth of knowledge from more than15 years experience in the field.

Launching her eponymously named agency in 2005, the studio works across the entire spectrum of PR/communication, sales, consultancy and retail to shape brands and build successful businesses. Going from strength to strength, they have supported some of the best-known independent fashion accessories designers including Swash,Shourouk, Annie Costello Brown, Eddie Borgo and Benoît Missolin.

Eager to speak directly to the jewellery consumer, Valery launched her first retail venture at the end of 2012. The Valery Demure Shop is Valery’s own e-commerce platform for unique jewellery and accessories. An innovative and curated space, here she presents all her favourite rare and modern fashion jewellery and accessories from around the globe.

In 2013, Valery extended the services of her showroom to cater to fine jewellery brands, gathering a roster of some of the most pioneering fashion fine jewellers designing today. Continuing with her 360-degree approach for representation, her agency has supported such names as Fernando Jorge, Monique Péan, Melanie Georgacopoulos, Noor Fares, Delfina Delettrez and Alice Cicolini.

Valery launched her new venture, Objetd’Emotion at PAD London in 2018. Adding to her arsenal a more private shopping platform, Objet d’Emotion is a curated fine-jewellery shopping concept- showcasing and mixing jewels from the best contemporary jewellery designers, in a modern and unconventional presentation. The platform aims to connect jewellery lovers with the designers they may not know about, nourishing relationships and sourcing special, bespoke pieces year-round.

Objet d'Emotion recently launched Collect or Perish: A Showcase of Mimi Lipton's Private Collection. Mimi Lipton, an avid traveller, antique dealer, collector and jewellery lover, has spent a life travelling and collecting things along the way, amassing an extraordinary collection of stones, pearls, and antique pieces of ivory, amber and bone, to name a few. In collaboration with some of the worlds finest jewellers, she has created a collection of one-of-a-kind pieces being sold by Objet d'Emotion after working closely with Valery for the last two years. Valery, Mimi and Vanessa Cron join The Glitterati on March 8th to talk about Mimi's lust for life, travel and jewels, all of which have inspired this unique collection. Click here to register for the webinar.

Today, Valery splits her time between showroom, Galerie director, consultant and advisor for several prestigious independent jewellery brands outside of her stable. With the niche knowledge she possesses, Valery is a regular lecturer at Central Saint Martins to budding jewellery designers.

Valery's beautiful hands wearing some of her favourite pieces.

1. WHO OR WHAT INSPIRES YOU?

Travels and encounters.

2. WHAT IS YOUR IDEA OF LUXURY?

TIME ! The time for dreaming, the time for thinking, the time for further considering, the time for elaborating, the time for developing skills, the time for experimenting, the time for failing and trying again, the time for improving, the time for appreciating, the time for remembering.

3. WHICH JEWELER OR WATCHMAKER DO YOU MOST ADMIRE, WHY?

I just can’t decide between Attilio Codognato with his “ancient”, macabre, gothic and flamboyant jewellery and James Taffin de Givenchy with his contemporary, luminous, colourful, smooth and chic creations.

4. IN YOUR NEXT LIFE YOU ARE A JEWEL OR OBJECT, WHAT ARE YOU, WHY?

I would be a vintage leather travelling trunk with all the compartments.

5. SET A DINNER TABLE FOR 6: ALIVE OR DEAD - WHO ARE THE 5 MOST INTERESTING INDUSTRY PEOPLE YOU WOULD LIKE TO SHARE YOUR TABLE WITH?

Jeanne Toussaint, Elsa Schiaparelli, Nancy Cunard, Maharani Gayatri Devi, and

Mikeno Iwasaki

6. YOUR DREAM JOB IT WEREN'T THIS ONE

Tamer of tigers.

7. YOUR GREATEST JEWELLERY/WATCH MEMORY/EXPERIENCE TO DATE?

I was in Jaipur visiting a meenakari artist who crafts pieces for Alice Cicolini, and I saw this carved rock crystal chalice with a plaque of gold inserted at the top with enamelled flowers and tiny set diamonds. I was instantly smitten, he told me he had created this based on Alice’s ideas for her next collection of one-of-a-kind pieces. I called Alice right away, not even checking the time difference and told her to develop this idea further because I thought it was absolutely wonderful. I told her I wanted that rock crystal chalice for a ring. A year later I received this ring and this is possibly my most cherished ring after my engagement ring. This ring takes me back to Jaipur, to that day, to that moment. This ring is so unique, a little folky and joyful.

8. YOUR FAVOURITE GEMSTONE?

The orange Melo pearl.

9. YOUR MOTTO FOR PROFESSIONAL SUCCESS?

Life isn't about waiting for the storm to pass but learning to dance in the rain.

Learning, adapting, moving forward….

10. WHAT ADVICE WOULD YOU GIVE TO SOMEONE STARTING OUT IN THE INDUSTRY?

Have Vision - Dedication – Patience – Humility …with a business mind…and lots of charisma!

You can find Valery's PR firm online here and Objet d'Emotion showroom here

Instagram @objet_d_emotion @valerydemureshowroom