Tuesday, 24th February 2004 (5196 views)

Greece is once again embracing gold jewellery, with the country's jewellery brands now setting their sights on a global revival.

The Folli Follie business in particular, which is now over 20 years old, specialising in Greek jewellery, watches and fashion accessories, has identified glamourous new trinkets as the way forward.

Using some of Greek mythology's influences and the nuances of the natural world, the firm has delivered a series of stylish collections.

Maria Lalaounis, a scion of the Lalaounis family of jewellers and head of the company's production unit, explained to the Tribune the concepts behind their ranges.

'In the beginning, it was a unique concept, based on the singular renaissance of ancient Greek jewellery and a revival of 22 karat gold,” she commented.

Now the jewellery draws on modern images as well, such as its 'DNA' collection.

Ms Lalaounis says it is part of the careful organic growth that drives the company: 'We are always concerned with pushing the brand forward while maintaining its essence, but we are a rather conservative type of company, we don't want to make shocking changes.'

The firm has a branch in London, and its products are available in London at Harvey Nichols, Selfridges, The Conran Shop, and Liberty stores.

The brand is now set to be launched in 50 Sephora outlets in the United States, while it has already entered the French, Italian, Hong Kong, Kuwaiti and Singapore markets, as the company targets a new global glamour.

 

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