Konstantino Sioulas. Photo: Courtesy of Konstantino Sioulas
ATHENS – Konstantinos Sioulas, the founder and creator of the jewelry brand Konstantino started his career in beautiful Hydra and from there he became known worldwide, because as his customers say, Konstantino jewelry “has a soul” as it is made with love, imagination, and the aura of Greece. The creations bearing the signature of Konstantinos Sioulas are now sold in the best stores on the American continent and are presented very often in important exhibitions and shows in the largest cities in the U.S. He spoke with The National Herald about his passion and his designs.
TNH: How did your career start in the American market? Are there any differences between the U.S. and the Greek market and which are the most important?
Konstantinos Sioulas: I started my career in 1983 in Hydra. In 1992, I met my American wife Annette. It was there that the idea was born to promote jewelry with a Greek signature in America, based on Greek culture, our imagination, experiences and love for quality jewelry.
The first few years were difficult. We learned from our mistakes and tried again, until the U.S. chain Neiman Marcus chose me to join the design jewelry category for their stores. Companies like Saks 5th Avenue and Nordstrom soon followed. After that, the development and success was a result of the collaborations, the design, and the uniqueness of the jewelry.
The differences between the two markets are great. On a personal level, I could mention that my entrepreneurial mentality may be American but my passion is Greek.
TNH: What makes Konstantino jewelry known around the world and loved by the buying public?
KS: We design and produce each piece of our jewelry one by one in our own workshop with our own craftsmen- with love, passion, and imagination. This gives soul to our jewelry – something I often hear from my clients.
The aura of Greek culture that echoes in jewelry but also the rock’n’roll feeling that inevitably comes out in my jewelry, is a signature in my design career.
TNH: What materials do you prefer for your creations and why?
KS: I like to work with gold and silver, because they are metals and allow magical creations to be rendered in a design. The choice of these metals gives limitless technical possibilities. In addition, the choice of good precious gems and genuine stones is a very important factor. Personally, these “flowers of the earth” as I like to call them – are the heart of the earth.
TNH: What are the most popular collections you have created and who is your target customer?
KS: All my collections are addressed to all those who love Konstantino. We design for all our customers. Our customers are people who like to stand out, who like to be unique with their own personal style. We create for anyone who loves our culture, because that is where Konstantino’s roots are. Konstantino is built on the public’s love.
TNH: What is the philosophy behind the Konstantino jewelry brand and what is your vision for the future?
KS: Konstantino’s philosophy is to continue the business in the hands of the family, being a family business, and to continue to produce quality jewelry, with priority given to the excellent quality of materials depending on the unique design. The top priority is the beauty, the quality, the service to our customers, and the care of the soul potential of the company.
Our vision is to maintain Konstantino in the fashion industry and to extend the brand name to other parts of the world. Consequently, to continue to promote Greekness and our deep design roots abroad.
TNH: What does jewelry add to the appearance?
KS: From time immemorial it has always been the same: beauty, style, personality but also social status. For me, jewelry does not give, but draws from every woman. It is the personality that every woman gives to jewelry by wearing it. This is part of the kind of uniqueness that jewelry has, depending on how it is worn.
TNH: If a woman could only have three pieces of jewelry at her disposal, what would you suggest as the basics?
KS: I would suggest a cross, a ring, and a pair of earrings that reflect her personality.
TNH: What should a customer consider when planning to buy fine jewelry?
KS: The jewelry should always have the stamp of the manufacturer, the carats, if it has gemstones to know all the details of the stones, and always buy from a store that exudes trust and responsibility.
TNH: If you had to single out one of your creations, which one would be the most special for you and why?
KS: It would be very difficult to single out one of my creations. But if I had to answer this question I might have shown a further preference for the Soul Collection, which at first was a controversial collection, but as it turned out later was much loved and highly acclaimed. It is a collection inspired by Dali, which draws on elements of surrealism with a musical appreciation. If I could give the visual prism of surrealism as a musical sound, this would be the collection I would choose.
Being a person who loves music, it is inevitable not to mention the Callas collection. A collection inspired by the uniqueness of Maria Callas. Every design and every piece of jewelry is a different score.
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