Nur Silver

Founder: Diana Eloyan

Brand DNA

Nur Silver is an authentic brand of handmade silver jewelry with deep meaning. The designs incorporate ornaments and symbols of Armenian culture, and the jewelry is crafted at its own facilities in Yerevan and Yekaterinburg.

Concept

The brand is built on five core values: spirituality (belief in energy, karma, and love for nature), love for history and the cultures of other countries, respect for one's roots (embracing one's national authenticity), family values, and uniqueness (striving to be different). Nur Silver embeds these profound meanings into each piece using ornaments and symbols, transforming them from mere jewelry into personal amulets and talismans. All pieces are exclusively handcrafted from 925 sterling silver and natural stones.

Brand History

The brand's creator, Diana, a native of Yekaterinburg with Armenian roots, spent much time in Yerevan as a child, where she developed a passion for jewelry making. In 2019, after returning from another trip, she brought home several local pieces that were very popular with friends and acquaintances. This inspired the idea of creating her own brand to introduce the Ural region to Armenian culture. The main production is located in Yerevan, and two years ago, a workshop opened in Yekaterinburg. The artisans work in unique styles and aesthetics, including abstractionism, minimalism, and ethnic designs. Recently, they even started offering jewelry-making masterclasses at their Ural space for all interested individuals.

Blitz

Ideal place for creativit?

I love working in our studio space. I play some calm music, open the window, brew strong coffee, and get to work. I don't enjoy working at home, in cafes, or parks; these places are more suitable for relaxation

Musical track that often plays when creating?

Modern electronic music featuring the sound of the duduk. The sound of this instrument activates my creative side and helps me think more dynamically

Item you would wear continuously?

My favourite ring with onyx, which is always with me. Onyx is a powerful stone that can retain its owner's energy for a long time. This piece of jewelry has become an integral part of me and my image

Favourite/least favourite part of the fashion process?

Honestly, sometimes polishing the jewelry can be challenging. It's the most critical process and is done entirely by hand. However, I wouldn't call it my least favourite, just the most difficult. My favourite part is designing new models. The endless search for references, new patterns, and designs is the most relaxing and enjoyable part

Which historical or literary character would you make the face of your brand?

I am greatly inspired by the story of Komitas. He was an outstanding Armenian composer, scholar-folklorist, and singer who played a crucial role in the formation and development of the national school of composers

Which scent most closely resonates with your brand?

Complex scents with woody notes, saffron, and essential oils suit the brand perfectly

What is the most challenging part of creating a new collection?

Maintaining balance in the design. It’s important for us to reflect our style while keeping it contemporary. We approach this aspect with great responsibility

If you could collaborate with any celebrity (or character), who would it be?

I would love to collaborate with singer Gayana. It is quite feasible since we have collaborated before. I resonate deeply with Gayana’s philosophy, and I think our values perfectly align. Anything created with love is destined for success

What will change fashion in the near future?

Authenticity and uniqueness. Honestly, it upsets me when people build their style based on images from the internet, resulting in many looking the same. Lately, I've seen more bold individuals adding interesting and unconventional items to their style, be it clothing, accessories, or jewelry. This is encouraging! The future lies in authenticity!