Aureta joins jewelry brand LA Fine as Creative Director

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social media influencer and brand consultant Aureta Thomollari, known for her personal Peggy Guggenheim style and nifty Instagram feed, has been named creative director of the Los Angeles-based jewelry Huckleberry label.

She will bring her over-the-top side to the company founded in 2013 by Jason Hoehn, who collaborated with Nick Fouquet and whose eccentric seven-figure designs have been worn by Rihanna, Kate Winslet, Pharrell Williams and many more.

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Thomollari discovered Huckleberry five years ago at local Los Angeles jewelry store Roseark, where she fell in love with a cuff with a huge diamond-encrusted wolf on top, which took nine months to hand-cut in wax.

“I want it to be an experience when you wear it,” Hoehn said of her work, which includes a partnership with multigenerational Beverly Hills jeweler Kazanjian, a gemstone specialist with a 5.5-carat red diamond. , among other impressive stones.

Huckleberry wolf cuff.  - Credit: Courtesy

Huckleberry wolf cuff. – Credit: Courtesy

Courtesy

“I love the drama,” said Thomollari, dressed for Zoom in a red and black polka dot Moschino dress, black bra top and wrapped pearl necklace. “I try to take risks and not take fashion too seriously,” she said of her approach to clothing when traveling the globe for art fairs and between her two rural homes. from central California and Stowe, Vermont.

“His job is living art. She’s like that every day even if she doesn’t see anyone… For me, we are a small company and it was a big decision to bring someone in, but it was really obvious. I trust his taste and his style. I’m a white T-shirt and jeans type and I wear a lot of jewelry, but she’s the complete opposite,” Hoehn said.

He’s been in the jewelry business since the early 2000s, when he launched a line called Nefarious that made headlines in weekly celebrity magazines for worn $30,000 diamond-encrusted aviator sunglasses. by Kanye West, Victoria Beckham and others.

Originally from Albania, Thomollari spent his teenage years in Florida and Washington, DC, then moved to Los Angeles two decades ago to open the Daniel Espinosa jewelry studio. A longtime collector of vintage jewelry, fashion and contemporary art, she has made her Instagram a gallery for her fantastical, sometimes surreal compositions. “People react to authenticity,” she said of her 731,000 followers, which led her to check out brands like Alain Mikli and Valentino.

Hoehn approached her in 2017 to be the face of the brand’s pearl collection in a lookbook photographed by Nadia Lee Cohen, before taking her on as a partner.

Thomollari’s first role will be to creatively lead the holiday collection lookbook, including the design of unique engraved cocktail rings, and manage the brand’s expansion into homewares.

“There are so many exciting things we want to do,” she said. “I have a voice, a platform and relationships that I’ve built through collaborations. From the way people have responded to these, I understand there is a luxury client who is looking forward to me doing this.

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