Jewelry, as a tangible expression of the material world, often carries within it something far more subtle — fresh ideas, vivid impressions, impulses, and, of course, the emotions of its creator. Which makes it all the more fascinating to ask: What holds true value for the jeweler themselves? We spoke with Svetlana Amova — founder of the AMOVA Jewelry house — to explore this question.
AR: Svetlana, you come from a family of jewelers, and in earlier interviews you mentioned spending hours as a child looking through your great-grandfather’s jewelry sketches. Now, with your own jewelry house and several collections behind you, have you ever felt the desire to revisit those drawings and create a collection in his honor?
Svetlana Amova:
Sometimes, on quiet evenings at home, I like to sit with a cup of tea and candlelight and look through my great-grandfather’s albums — his sketches, his notes. I’ve thought more than once about recreating our family heirlooms based on his drawings, and even about dedicating an entire collection to him. But for various reasons, the moment just hasn’t aligned yet. Perhaps it simply isn’t time. Though I will say: our new Art Deco collection does include elements taken directly from his sketches.
AR: Your jewelry house already features several collections inspired by contemporary artists. What other sources feed your creativity?
Svetlana Amova:
I absolutely adore architecture. I can spend hours wandering through a city, admiring the details of old façades, the rhythm of streets, the geometry of buildings. That’s why I read so much about the histories and legends behind cities and their architecture. And like most creative people, I’m inspired by emotions, impressions, and personalities. These are the invaluable gifts that give you a huge creative impulse. I treasure meaningful encounters, unusual aesthetics, and beautiful experiences.
AR: Is there a contemporary Russian artist who stands out to you?
Svetlana Amova:
Mmm… that’s a good question. Honestly, I increasingly feel that in today’s world, traditional painting — as an art form — has lived out its classical role. It’s wonderful, of course, to hang a painting on a wall or paint one for the soul. I do that myself sometimes for friends. But it’s not the kind of art that will stay relevant for centuries. What fascinates me now is the synthesis of technologies and the way artists work with space. I can’t single out one specific contemporary artist, but, for instance, I admire Nikolai Blokhin as a portraitist, and Aidan Salakhova’s work has stayed with me as well.
AR: Are there any special techniques used at AMOVA Jewelry that are unique to your workshop?
Svetlana Amova:
Absolutely. I have my own secret techniques for working with stained-glass enamel — specific recipes and layering processes that allow us to achieve a flawless surface on any plane.
AR: Among your clients are Hollywood actors and global celebrities. Who was the first VIP to fall in love with your pieces? And do you work with such clients personally?
Svetlana Amova:
One of the first was Antonio Banderas. We even planned to create a collaborative collection inspired by the cities of Andalusia. The idea still exists — on paper for now. Every summer, Antonio comes to Marbella for the Starlite Festival. We have many mutual friends who introduced us, and eventually we discovered that we’re neighbors. For me, it’s a true honor to know and work with such accomplished, fascinating individuals. Their energy is incredible. And yes, I always try to be personally present — I will absolutely cross the ocean for a single meeting and a cup of coffee.
AR: What can we expect next from AMOVA Jewelry?
Svetlana Amova:
We’re currently working on a new collection with a wonderfully mysterious name — P.O.S. I’m even thinking of creating a little guessing game around it… As always, our cufflink collectors can expect new additions to the line. And somehow, big tennis has captured my attention as a jeweler. We created limited-edition bracelets for the participants of the Mutua Madrid Open. Now we’ve released a full tennis-inspired bracelet collection with gemstone-set tennis balls. And who knows — next year I may come up with something special for Wimbledon. Discussions are underway.
AR: What is success to you, and how does one achieve it?
Svetlana Amova:
Success, to me, is a fleeting feeling — and a lot, a lot of work. It gives you the drive to reach for ever-distant horizons. I don’t think success can be the goal in itself. It’s something that accompanies you on your path when you follow the right direction in life and in self-realization. What matters most to me is not to betray — myself, my values, or the people who trust me.
