Interview with Corina - Stéfère

Please tell us about your beautiful brand, Stefere.  ‘Simply chic to simply fabulous’ timeless luxury jewelry pieces.

Stefere is a jewelery brand known for its innovative designs, combining feminine elegance with the avant-garde. Since its establishment in 2006, the Parisian brand has offered vibrant, contemporary designs, and has a distinct rock-and-roll glam aesthetic featuring floral, snake, star, and skull motifs. Although only in business for 14 years, the brand is stocked by some of the most renowned retailers in the world such as Lane Crawford, Maxfield and Saks. Stefere aims to break conventional views of what jewelery should be like and how it should be worn.

At Stefere, we work with the most talented artisans from Italy and Asia. The beautiful craftsmanship and meticulous attention to detail transform our pieces into timeless pieces that perfectly complement every occasion. My favorite stones to work with are diamonds and emeralds, but each of our pieces tells a story that’s waiting to be shared around the world. 

Tell us about the woman behind the brand, you were born in Romania, you lived in Geneva , now in Hong Kong ..why a jewellery brand ? 

 I was born and raised in Romania, and moved to Hong Kong with my family in 2017 after spending 23 years in Geneve. Since I was young I have had a passion for design, and I love having beautiful things around me. I have always been very crafty and loved to make things. I enjoy the whole design process, from the initial idea, to creation, and the final product. I have also always found a particular joy in jewels and have been endlessly fascinated by marvelously-colored gems of every kind. I feel especially blessed for having been able to turn my passion into my profession, and to work with people I love. My sister Doina recently became my partner in the business.

‘Work hard - play hard ’ this is the best way to describe your lifestyle ...Tell us about Corina the hostess, the woman who loves to party and be surrounded by friends, who always has a big smile on her face and always looks happy.

Depending on the time of the year, I’m often very busy with multiple projects. During red carpet season, for instance, you will find me working with celebrities, famous designers and stylists. I am particularly proud of my collaboration with Cardi B and Tom Browne for the Met Gala. Working with such talented people is remarkable on its own, but the most memorable part of the experience for me was bringing our initial ideas to realisation. What we came up with took wild imagination, and we made it become a reality, despite the time constraints. The end result was simply stunning. For once, rubies were not just expensive stones - they delivered a message, they challenged the status quo, and they expressed emotions. Being able to bring the rubies to life on such a big artist was a huge achievement for me, and it made me very proud. 

I work with the best stores around the world: Saks, Lane Crawford, Maxfield and Moda Operandi. When I am not working on Stefere projects, you can still see me running around organizing charity art fairs and events. I am always full of energy and I always wear a big smile because I can balance work and life. I make sure I have time to recharge. I spend my summers in Mykonos and winters in Phuket, where my homes are filled with friends and family, where we gather to relax and have parties. I surround myself with people I love and people who inspire me. I am very grateful for everything life gave me, and I think a smile is the best outfit that we can put on.  

How do you see your business, our small businesses, in times of uncertainty,  when no one can travel and everyone is being confined again? Can you share  ‘conseils ‘ - tips with us.

Although the pandemic has had an impact on sales, it does not change the fact that consumers choose things they have an emotional connection to in the world of luxury. Here at Stefere we give life to emotions through jewelry design. Our marvelously-colored designs are more than materialistic expressions, they enable clients to show their identities and express themselves. The crisis has also sped up the transition from conventional retail to online. In light of the situation, we offer clients the option to try on our signature earrings with Instagram masks, for example the skull earrings that Lady Gaga wore. We had to change our way to work, to gain more of an online presence. We had to strengthen our relationships with clients and our stores via WhatsApp and emails, and we have created collections with lower price points that can be sold more easily online. Our tips are: stay positive, reinvent yourself, always innovate, and be one step ahead.