The American brand, which has gained popularity among fashionistas around the world, was founded in 1979. Creator Effi Gimatyan came to conquer New York, already being married. The couple was also accompanied by Benny’s son. Despite the fact that Effy’s main field of activity was electrical engineering, jewelry has always interested and inspired him. As a result, the passion grew into something more: Effi began to create his own jewelry designs and at first sold them straight out of a suitcase.
More than 30 years later, the Effy brand is widely known around the world. Perseverance, hard work, exquisite design and attentive approach to each client have guaranteed him a high demand throughout all these years. Today, the jewelry of this brand is presented in many stores located in a wide area from the Caribbean to Alaska.
INSPIRATION AND SKILL
The dream of the founder was to be able to provide worthy jewelry to women around the world with absolutely any budget. In each line you can find affordable jewelry at an attractive price or luxury offers that will be a worthy addition to the evening look of a wealthy lady. However, there is something that unites them: the highest quality and love of the creator.
The founder of the brand is attentive to how the production process is going on now. Outsourcing, in his understanding, inevitably reduces the quality of products, so the production of all Effy jewelry is concentrated in New York to this day. So Effi can control the production process at any stage of production and guarantee customers the highest quality.
A distinctive feature is the panther, the image of which inspires the founder and can be seen in most lines.
DECORATION FEATURES
Each piece of Effy – refinement and beauty. The company claims that more than 150,000 carats of high quality gemstones are used annually to create unique jewelry. The sorting room, which selects the best stones for new pieces, is exclusively equipped for emeralds, sapphires and rubies. Moreover, each stone is selected by experts manually.
Another interesting detail is the process of creating a new product: for each part, a wax mold is used, which is filled with material and left in the oven overnight. Burning out in a furnace, the wax creates a hollow image, where gold is subsequently poured. After the gold hardens, experts process it and decorate it with stones. At the final stage, the jewelry undergoes final cleaning, polishing and staining, which allows the manufacturer to literally give a lifetime warranty.
THE EFFY BRAND TODAY
To date, the brand’s products are represented by earrings, bracelets, necklaces and rings: any client can purchase any accessory that completes the look, or make an exquisite gift for a soulmate. Despite the fact that the company works closely with many retailers, the brand philosophy remains the same, building a direct dialogue between the manufacturer and the customer. You can buy jewelry not only in retail stores: points of sale are organized even on cruise ships, and for those who are used to buying online, the possibility of ordering on the website has been implemented.
