Crayons presents “FRAMED”

Crayons launches its new FRAMED collection, where necklaces, rings and earrings are conceived as frames for precious stones. The concept stems from the idea that each gem holds its own narrative, and when framed it reveals its uniqueness in dialogue with contemporary design.

The pieces are crafted in silver with a white rhodium plating, achieving the finish standard of fine jewelry. Among the selected gems are emeralds, prasiolite, quartz, citrine and amethyst, some of which feature exclusive cuts. The technical innovation appears in the closure system: instead of the traditional model, a specially developed counter-ring fits into the chain and rotates 90 degrees, becoming part of the pendant's structural element.

The campaign, photographed by Hudson Rennan in a glass factory in São Paulo, draws a direct analogy between the transparency and precision of glass and the gesture of framing stones. The shoot also featured styling by Malu Lucatelli, video by João Evanik, beauty by Andre Campos, and direction by Gilberto Bara and Marcelo Jacob.

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A look at Crayons

Founded in 2020 by Gilberto Bara, Crayons sets out to deconstruct the classic and reconfigure sophistication in accessible pieces, yet executed with the technical rigor of high jewelry. Each collection proposes a design exercise that goes beyond aesthetics: it seeks to provoke shifts in perception and behavior.

Crayons also incorporates sustainability into its practice. The use of Brazilian gems sourced from cooperatives licensed in Minas Gerais and Bahia, investment in lab‑grown diamonds, and recycling of gold in part of the production point to more conscious consumption.

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Exclusivity and time

The pieces are developed in small runs, reinforcing exclusivity and an authorial character. That choice also establishes a new logic of consumption: instead of immediate, mass availability, Crayons values the time of making, the wait and the experience of acquiring something that carries intention and permanence.

With the FRAMED collection, the label reaffirms its vocation for aligning design, innovation and ethical production, framing not only gems but new perspectives on the place of jewellery in daily life.

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