Founded in 2008 by fourth-generation Belgian diamond dealer Audrey Savransky, AS29 quickly broke new ground with its rock ‘n’ roll inspired designs. By 2009, AS29 was available in countless jewellery stores around the globe and counted Project Runway judge Nina Garcia and stylist Rachel Zoe as early fans.

Elements of the periodic table inspired the brand’s name; a compound of Audrey’s initials and lucky numbers. This penchant for unique combinations continues into AS29’s designs which are both bold and feminine; offering modern women the perfect cure to diamond envy with an original and provocative take on fine jewellery. AS29’s signature designs seamlessly fuse together a tough elegance with a refined edge.

AS29’s first collections united black and white diamonds and pioneered the trend for jewellery worn in new ways; phalanx rings, ear and arm cuffs, of course alongside bracelets, earrings, necklaces and pendants.

“The majority of my pieces have been designed to be worn at any time of day. You start with a simple ring, and by adding and stacking other pieces you get a more layered evening look,” explains Audrey. “You don’t wear diamonds just on special occasions anymore.”

With that in mind, Audrey now prominently showcases Illusion Diamonds in her designs, highlighting how diamonds can be for everyone, at every time of day and for every occasion.

Celebrity fans of the brand include Beyoncé, Jennifer Lopez, Kate Moss, Sienna Miller, Elizabeth Banks, Kerry Washington, and Olivia Culpo, to name just a few.