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VIENNESE WHIRL Anna Inspiring Jewellery


“I CALL MYSELF an ‘inventor’, rather than a jewellery designer,” says Anna Ausserladscheider, the driving creative force behind her eponymous jewellery brand. After many years of working in the luxury- retail sector – designing handbags and working in interiors – Anna decided to focus on jewellery and opened her first shop in the heart of Vienna in 2009. “I’m a positive person, I thrive on happiness


and lightness, and people can feel this in my designs,” she says. “I like to create pieces that are almost naive in their simplicity, that bring out the little girl in any woman; the idea is that people can feel young again.” Most of the jewellery by Anna Inspiring Jewellery is handmade in the company’s workshop in Vienna by master craftspeople, while Anna looks after the designs. The majority of these are made from 18-carat rose and white gold and feature diamonds, pearls and other gemstones. Bracelets and rings come engraved with positive missives – or are left blank for customers to dream up their own good-luck charms. The brand’s pendants and rings carry symbolic shapes such as butterflies, stars and hearts. “The main idea is to deliver positive thoughts


when someone wears or looks at my designs,” says Anna. Her line is elegant and full of charm, with rings and necklaces fine enough to layer up for a striking look or to wear on their own. She also offers engagement rings and wedding bands, which are known for their timeless elegance. Anna Haute is the brand’s more heavyweight jewellery line, offering pieces that can be made


to order. Bespoke gemstones are used and a lot of attention is paid to the interplay of matte and smooth surfaces. The jewellery often has an antique Viennese feel, while the rings from the Haute collection are more edgy. Male customers are not overlooked by Anna,


and she has created a line of minimalist bangles and simple wristbands that suit all ages and tastes. “When it comes to inspiration, I am always looking around at visual details,” she says, “be it architecture or what people are wearing.” Her stores also carry sterling-silver framed jewellery boxes and a selection of zesty and light eau de parfums, also created by the designer. Aside from the jewellery, the Anna brand is


known and loved for its sumptuous stores and glamorous window displays. With shops in Vienna, New York, Munich and a brand new store in London’s Marylebone, Anna has created her own universe full of feminine charm and glamour. Unique pieces of furniture can be found in store, where the Anna Girls, with their trademark braids and red lips, serve customers old and new. The welcoming windows always have fresh flowers and beautifully handmade tutu dresses. “I was experimenting with making and creating


from a young age,” says Anna. “I have always wanted to invent something, so I’ve come up with a whole universe where the jewellery and the way it’s presented is really special. Everything is thought out – furniture, uniforms – I’ve created an entire world.” — www.annaij.com


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