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Interview

Alem

May 2025

Evin Tümay speaks to Alem about the origins of D’Evin, the cultural memory of Anatolia and an approach to elegance in which jewellery makes the difference.

Alem interview with Evin Tümay

“For me, jewellery is what truly sets a look apart.”

Evin Tümay

From the interview

  1. 01

    We understand that founding a jewellery house forms part of your entrepreneurial plans. What inspires the brand?

    My first source of inspiration is the cultural and historical wealth of the land we live on, followed by the influence of my own roots seen through that perspective. Protecting those values, making them better known and passing them on to future generations is my greatest motivation.

  2. 02

    How do you plan to position the brand? Which ideas feel closest to you: luxury, timelessness or sustainability?

    Luxury is interpreted in many different ways. To me, it is grounded in sophistication, singularity and originality, rather than the idea that the most expensive must be the best. The house will draw on elegance and timelessness. These will not be conventional ornaments, but pieces that change the meaning of an outfit, bring distinction to it and lift the wearer’s mood. Sustainability matters at every stage, from production to communication. Some pieces will be designed to be worn in more than one way. My aim is to create jewellery that does not date quickly and can pass to the next generation together with its meaning.

  3. 03

    An emotional connection matters in jewellery as much as appearance. Do personal stories or cultural elements enter your designs?

    Absolutely. In that sense, we live in one of the world’s most exceptional geographies. Recognising its richness and allowing it to take form in daily life feels, in part, like a debt I owe to this land. Jewellery has existed since the first civilised societies, yet it is always the pieces with a particular story that become legends and objects of desire.

  4. 04

    Is jewellery the finishing touch to a look, or does it mean something more to you?

    For me, jewellery is what truly sets a look apart. It also reveals something of the wearer’s eye and taste. Wearing jewellery is only one part of it; looking at it and talking about it gives me just as much pleasure.

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