![]() The importance of family, legacy and heritage is evident in all aspects of the running of this company, and Tacori have weaved this sentiment throughout their marketing, presenting their jewelry as heirlooms and encouraging buyers to share a legacy and connect with the more emotional aspects of jewelry.Īs a family run business, this company is far from a cottage industry venture. After decades of success, Haig is now Chairman, with his son Paul as the CEO and daughter Nadine as the Design Director and COO. After leaving Europe in 1969 to start a new chapter in Californian, Haig Tacorian and his wife Gilda dedicated their time to creating flawless, fine jewelry that ‘fused their distinctive European flair with California’s effortless style’. It is fair to say that the Tacori business is truly a family affair. But does the quality live up to the promise? This is a brand which is bringing innovative designs to a highly competitive market. The concept of ‘signature’ features is also fundamental to the Tacori brand, something I will explore in depth a little later on. Although it is never said explicitly, it is impossible to ignore the historical influences in many of the Tacori designs, with detailed beadwork and heavy embellishment being a key feature in many of their signature settings. ![]() This clean cut, down to earth approach balances well with the intricacy of their jewelry. There is a personal approach across the website, with an introduction to the Tacori team accompanied by warm portraits of each member. Tacori describe themselves as ‘a heritage brand powered by innovation’ and this theme of the old world of jewelry with modern flourishes runs throughout their branding and indeed their jewelry designs.įrom Instagram-worthy images of the Californian coast, to sleek videos of the craftsman creating the Tacori settings, everything about this brand is centred around an individual, artisanal theme. ![]()
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