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Moiseikin

Founder: Viktor Moiseikin

Brand DNA

Viktor Moiseikin's unique creative formula "4M" — the first "M" stands for the inspiring idea, the second "M" is the material through which the idea is realized, the third "M" is craftsmanship, and the fourth "M" is Moiseikin himself.

Concept

Moiseikin is an international brand born in the Urals. The fashion house's philosophy blends tradition with innovation, East with West, and features proprietary technical and design methods. The brand is renowned for its revolutionary "Russian setting" technology, where stones in jewellery are mounted in a movable way, adding lightness, brilliance, and energy to the pieces.

Brand History

Viktor Moiseikin's journey began in 1993 in Yekaterinburg with a small creative workshop specializing in bespoke jewellery and interior items. The first collection under his own name appeared 15 years later. Moiseikin was inspired by Fabergé, Scythian jewellery, and admired the bold use of unusual materials, enamels, and innovative metalworking techniques. His goal was to create modern, innovative pieces while preserving the cultural code of Russian design, harmoniously merging Eastern and Western aesthetics.

 

Moiseikin uses only natural stones in his creations: diamonds, Japanese pearls, Australian opals, and renowned Ural gemstones and emeralds. He delights in experimenting with forms and exploring philosophical and existential themes in his work. His creations have received prestigious international awards, including the International Jewellery Design Excellent Award in Hong Kong in 2017 for high execution and innovation.

 

In addition to his creative work, Viktor Moiseikin is an inventor in the field of jewellery technology, holding 20 patents.

 

Moiseikin's collections and individual pieces have been exhibited in various prestigious venues, including the Moscow Kremlin Museums, the Russian Museum of Decorative and Applied Art, the Primorsky State Art Gallery in Vladivostok, the Museum of the History of Jewellery and Stone-Cutting Art in Yekaterinburg, the Time Museum in Beijing, Art Hong Kong Expo in Hong Kong, and professional platforms in Japan, Thailand, and more.

Blitz

Best time for creativity?
The key is not the time or place, but the opportunity to immerse oneself in creativity in complete silence
Musical track often playing when creating?
"Dance of the Sugar Plum Fairy" from Tchaikovsky’s ballet "The Nutcracker" often plays in my head
The item from the brand you’d wear all the time?
I often regret not being able to wear all the pieces I create — I love them all. Recently, I made a dragon brooch with blue sapphires for myself, which I wear with pleasure
The item you’d pass down to grandchildren with the words: "Let this remind you of me"?
Our floral miniature "Bird of Happiness." It captures the moment of lightness and fragility of happiness. I hope that looking at it, my grandchildren will not only remember me but also find their path to happiness and hold onto it
Least and most favorite part of the fashion process?
The creative process has different stages. The most enjoyable is creating, fantasizing, and immersing in dreams. The more challenging part is refining ideas to perfection. It might take 1 year or even 3 to achieve a result that you like, but that doesn’t make the process less enjoyable
The historical or literary character you’d make the face of the brand?
I read "The Little Prince" every year on my birthday. I would choose him as the face of the brand
A fragrance that best matches the brand?
We once developed a fragrance for our brand in Grasse, France. Its notes include the freshness of a light sea breeze and the scent of sandalwood
Ideal location in the Urals for a collection shoot?
I’ve long wanted to shoot at Ural Opera, especially after dedicating our "Waltz of Flowers" collection to the ballet "Color of Delicacy." I hope it will happen
Most challenging aspect of creating a new collection?
Stopping and limiting the number of ideas, selecting the best ones. When something inspires me, which happens almost every day, I first write poetry and then draw. This is the most pleasant part of creativity. It’s necessary to filter out the excess, focus on the best, and concentrate on that
Advice you’d give yourself at the beginning of the journey?
Don’t expect the journey to be quick and easy. Don’t worry about the slow progress; the main thing is not to stop
One word to describe your brand?
Simple. Elegant. Moiseikin
If you could collaborate with any celebrity (or character), who would it be?
When I met Zhang Ziyi, the Chinese actress, she made a huge impression on me. We even discussed the possibility of a joint collection. Her tender attitude towards children inspired me to dedicate a collection to her. Therefore, such a partnership is quite possible
What will change fashion soon?
The influence of the East is already changing fashion. Trends are emerging there, creating the future, and we see a strong influence on Western civilization, which will only grow