Holy Fashion: Bejeweled

Noritamy is an Israeli jewelry label which creates fashion jewelry designed with unique materials and fused with an architectural mind-frame.

May 7, 2014 23:29
Holy Fashion

Holy Fashion. (photo credit: ELLA MANOR)


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Holy Fashion, a weekly column, follows fashion photographer Ella Manor as she explores new trends and icons within the fashion and culture of Israel

Noritamy is an Israeli jewelry label which creates fashion jewelry designed with unique materials and fused with an architectural mindframe. The brand was created seven years ago and is owned and operated by a mother and daughter combo-designer Tammar Edelman and her daughter architect Elinor Avni. It features innovative, large format fashion jewelry from materials such as leather, coconut, silicon, wood, nirosta and many others. The pieces emblem a feisty, off the beaten track energy in its designs, great for people with “big” personality and a taste for the modern and different style.

Elinor is one of the first industry folks I encountered after moving back to Israel from New York City, we met at fashion week where she gave a presentation about the power of merging fashion and architecture. Later I got a tour of the brand’s showroom as part of a fashion jewelry class I took in Shenkar college of engineering and was even more impressed with Elinor’s lovely energy, people skills and life story. Then I got the chance to photograph a few pieces in a fashion production for designer Rami Guetta, which are featured in this column.

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