What are Carrie Underwood, Lady Gaga, Angela Bassett, and Joan Rivers wearing on the red carpet? L’ Dezen Jewellery of course! On June 6, 2014, the L’Dezen Trunk Show was held at Kyle By Alene Too in Beverly Hills. Jewelry maker Payal Shah displayed the jewelry that has made her a favorite among celebrities and celebrity stylists.
During her recent show in Beverly Hills, she took time to talk with Eclipse Magazine about her unique, one of a kind jewelry. Caity Dariotis, showroom director and Michelle Wendell, owner of CLD, were also present to give their thoughts.
Payal Shah got her start in in jewelry design after studying architectural interior design in London. In addition to designing furniture for international hotels, she started working on her collection of jewelry which has evolved into her current pieces. On November 24, 2011, Payal was crowned the winner of the Ms. Hong Kong Jewellery.
Did you come from Hong Kong?
Payal Shah: Yes. We came for a show in Las Vegas and we had a stop in Beverly hills. It is a hot topic in women wearing our jewelry today. We wanted to reach out and expand our presence here.
Your jewelry has been used by a lot of A list celebrities.
Payal: It’s been a year since we’ve been getting these endorsements. The first endorsement was Sharon Osborne. She really just loved the earrings. This is a product that looks great on celebrities. This looks good both on and off the red carpet. It’s been a year and we’ve come a long way.
Do you create jewelry custom based on the event?
Payal: I do a lot of one of a kind. I have something small. I have something big. Daytime and nighttime events. There is a slim chance they won’t find something that isn’t already out there. Stylists love getting our jewelry on whoever they are dressing up.
Are there any memorable pieces that you’ve created in the past?
Payal: Yes, there is a section that are award winning items. Items that had a long thought process to make a piece worth showcasing. I come from architecture background, so everything has to do with geometrics, lighting and space and lightness and featherweight. It empowers you when you wear it. When you look at it, it makes you very happy.
I tried out one of the necklaces. It definitely makes me smile! (laughing)
Are you going to other countries?
Payal: I already do. I do shows in Istanbul. I represent in Mexico and Russia, and Hong Kong where I’m from. There is an online retail in the UK. I go to New York three times a year.
Do you have any stores in Beverly Hills?
Payal: No, but it is the next step since we are getting a growing presence here. We have the online store. I like being more personal so I don’t do a lot of online retail. I love to get to know the person I’m designing for because every piece is personal and has its own personality.
When a celebrity has a red carpet event, do you personalize it based on their personality?
Payal: Yes, so if I want an old Hollywood theme, I’ll go more glamorous. If someone wants more edgy, then I’ll go for more sheek. I’ve already made over 1000 designs to date and 500 a year. It is fun because every piece is a gamble and I’m waiting to see how it looks.
We have the Daytime Emmy’s coming up. Any requests by the celebrities?
Caitya Dariotis: They usually request a week before. We had a stylist in the week before for Christina Hendricks, who also does Bridget Moynahan, etc. A bunch of people… She’s previewing collections.
Michelle Wendell: Today, stylists for … Madonna, are coming.
Caitya: … and Emily Blunt, etc. Rachel Zoe’s girls are coming today. Also, stylists for Christina Applegate, Molly Sims, Gabrielle Union…
You have a lot of high end clientele.
Payal: The kind of people who wear this are based on the endorsements we have. Rosario Dawson’s stylist was here and a huge fan. Jennifer Lopez is a fan too.
What are the most requested jewelry these days?
Payal: Earrings and rings. It is what I specialize in. Earrings are a show stopper. Rings are fun. Earrings are a look.
We’ll be looking for all the jewelry on the red carpet.
Caitya: Yes. Did you see Carrie Underwood? She wore our earrings.
Payal: She was considered one of the best dressed at the 2014 Billboard Music Awards. Those earrings sold.
When a celebrity wears a certain style on the red carpet, it does sell?
Payal: It helps. People can relate to it. So if somebody comes along and wants the same earrings and they are sold, I will show them something similar. I don’t like to sell the same thing twice.
Wear the unique and own the rare. To explore more of Payal’s specactular jewelry and stay in what’s in the know, you can visit L’ Dezen at: www.ldezen.com