AVEL is a contemporary Italian fine jewelry house founded by Avel Lenttan. She leads its creative and business direction, from the development of collections to production relationships and commercial planning. Building the house has involved defining its identity, organizing the offer and bringing experienced specialists into the work required to take it to market.
The triangle serves as a construction principle across the collections. It appears in stone cuts and in the arrangement of gold around open spaces. The idea emerged from an early design using mirror fragments, which Avel simplified into a form suited to production.
Its use changes from piece to piece. Repetition creates volume in one design, an open arrangement gives another more space. Color develops through the choice of stones and their relationship with gold. These decisions give the collections a common identity, with room for differences in scale and expression.
Avel organized the offer around different ways of buying and wearing jewelry, from a first piece or gift to more substantial creations. Assortment and pricing developed alongside the production work, considering the role of each line and the requirements of prospective retail partners.
She established relationships with Italian specialists in design, gemology and manufacturing. Working drawings, material specifications and prototypes gave those conversations a practical basis. Decisions about a setting, closure or finish affected appearance, production and cost.
Around this work, she brought together advisers and operating specialists with experience in international jewelry houses, watch businesses and distribution. Their contributions covered product development, sales, marketing and finance. Avel retained direction of the project and coordinated their work as the offer developed.
The jewelry has been presented and sold through private events and initial retail activity. In parallel, she worked with financial specialists on the resources required for further development, including inventory, supplier commitments and operating costs. The commercial plan addressed how the collections would reach clients and how the business would support production and delivery.
With developed collections and an established production network, Avel is working on selective distribution and direct relationships with private clients.
Her view of the client is equally deliberate. A woman might choose a jewel for its color, to mark an event or with someone else in mind. The house gives the piece its form and character, leaving its owner free to decide what it means.
Avel’s work on traceability also informs how she thinks about ownership: the information accompanying a piece, the memories someone chooses to keep and what passes with it to another person. The owner decides which parts of her story belong with the jewel.