Avril and Cindy Joffe never planned to start a business together. This all changed in 2002, when Cindy, a former trademark attorney, and her mom, Avril, began making jewelry together. They were so prolific that they soon had enough for a trunk-show sale. Within months, Saks Fifth Avenue was selling their creations. Their jewelry, which mixes gemstones, diamonds, antiqued metals, and rare beads, is designed and handcrafted in a historic loft studio in Atlanta.
Inspired by both Avril’s childhood in South Africa and Cindy’s flair for putting together unexpected colors, the pair create classic pieces with an artisanal twist. Their signature: an affinity for layering textiles, chains, and leather. “We gravitate to anything with a romantic, vintage, or unique around-the-world feel to it,” says Avril.
A Yin-Yang Approach
When they begin working on a collection, Avril and Cindy pick stones and colors together before working independently on their designs. “When we bring it all together, it’s a beautiful combination of our strengths and styles,” Cindy says. And taking cues from the runway, the pair always feature three or four color stories each season. “One is usually a little crazy, and the others are more neutral and soft,” Cindy says.