NORITAMY | Rocking My Heart
|November 13, 2012

Did you miss my Noritamy posts?
I know I did (!!!)
These two, and of course I’m talking about Tammar Edelman and Elinor Avni, have such a unique point of view. The thing is, that by the time I get to write about one of their collections, there are already two in the oven. How crazy is that?! I’m only sharing this info cause, you should prepare yourself for another Noritamy post (it’ll be for the men in the crowd, just sayin’).
So, this collection goes by the name Rock. I don’t feel like talking about it. It feels like these images are doing a much better job than I ever will. I mean, do you see what I’m seeing? It’s time to head to their metal playground and decide on the next Noritamy statement piece, because statement is what it’s all about!
www.noritamy.com


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NORITAMY | Wooden Candy
|June 7, 2012
I was planning on waiting until I get a full preview of Noritamy’s latest wooden collection, but you know me, I can’t really wait.
The minute I discovered that the great minds behind Anthropologie share my love for this super cool mother-daughter duo, I jumped up and down in my chair. How amazing is that wooden necklace?! I can picture myself wearing it around my neck… Oh well, I better start saving…
Now, you can read my One on One with the two, or you can wait for a later post filled with all things NORITAMY. Your choice!

www.noritamy.com


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One On One Break | NORITAMY | Love at First Geometric Sight
|December 15, 2011

 If I have to pick only one designer, whom I want to adopt as my new best friend, it’s Elinor Avni, one half of NORITAMY. Well, my next new year’s resolution is coming up, so maybe if I work on it real hard, it will come true ;)
Now seriously, as you all know I’m a massive fan of Elinor and her mother Tammar (there are many posts to prove it). When Elinor invited my to their studio and showed me their latest “Branches” collection I had a hard time breathing… I immediately began holding, turning, wearing and hugging every single piece. I can keep on drooling all day long, so here is Elinor!
{Photos by Kfir Ziv}
www.noritamy.com
I’d love to hear about you, your journey, how it all began.
Both Tammar (my mom) and I come from artistic backgrounds: Tammar was a painter-sculptor and I was an interior architect for almost 8 years. We always worked with our hands so it was just a matter of time before we turned to jewelry. I guess we each brought a bag of materials and techniques from our previous journeys.ElinorAvni
Can you describe your work process for me?
We design new pieces on a daily basis – most of them turn into collections, the ones that don’t usually end up as “one of a kind”. We create 3D models of each piece from the actual material and wear them for a while before selling them. We wear the pieces wherever we go and most of the time clients start pre-ordering even before we start selling.ElinorAvni
I’d love to here about your collaboration with your mom. How does it work and who does what?
I can’t say we have a distinct separation of roles in terms of designing, it’s always a collaboration. However Tammar is in charge of the manufacturing (all hand made in-house) and I am in charge of marketing, dealing with buyers, press, clients…
We like to be there for our clients, they expect to see us when they visit our workshop/store and it is fascinating to get to know each one in person. We have clients that have been coming for the past 5 years and they know that they will always find the perfect jewel which will match their personality-size-style.		ElinorAvni
And what about your collaborations with other designers?
We love to collaborate with other designers. Two of our latest collaborations were with Camilla Wellton, a Swedish fashion designer and the world renown fashion designer Gideon Oberson and his daughter Karen whom we accessorized for their TLV Fashion Week show.
We love the challenge of creating new pieces and matching them to clothing. We really enjoy working with other people, both sides learn from one another and everybody wins.		ElinorAvni
Which materials do you work with?
We don’t limit ourselves to a particular material, we like to keep our options open. Up until now we worked with silver, gold, brass, stainless polymers, leather, wood, silk, stones… and more. We have some exciting new ideas waiting to happen. We inspire to also design jewelry, cloths, handbags and shoes. We are so full of ideas and we have a lot of fun together.ElinorAvni
What is the most unusual piece you have ever designed?
The most unusual piece we designed were two sculptures we carved in wood for a German Client, who wanted to put them on his desk. It turned out great.ElinorAvni
  • Behind the scenes | Photo by Noa Israeli
  • Behind the scenes | Photo by Noa Israeli
  • Photo by Keith Glassman
  • Photo by Keith Glassman
  • Photo by Keith Glassman
What’s next? What is your dream?
New collections, new places in the world to sell and visit… I actually like the thought of not knowing what’s next, then again, who really does?!ElinorAvni
I’m curious to know where does your inspiration come from?
We get inspired by abseloutly everything. Zaha Hadid‘s buildings, ARTechnic / Architect (a Japanese firm), fashion, art, nature, the weather… Because I come from a background in architecture It’s a major source of inspiration.ElinorAvni
Can you tell me which web sites and blogs you visit regularly?
Well lets see, Jak & Jil, Stephanie La Cava, PachaDesign (a blog that wrote about us a while back and now I visit regularly), Bazek Alim (not really design related but inspiring, so appetizing and filled with amazing photos) and many more… Every day I find new and exciting blogs.ElinorAvni
What is the best advice you’ve ever received?
The best advice I received was from my husband who told me to go with my gut, stay focused and do what I do best. Thats what helped me the most when we started out designing very large pieces that were not acceptable back then. But we stuck with it and the reactions were fantastic.ElinorAvni
If you had an extra hour each day what would you do with it?
Being a mother of three (a hands-on mom or as they say “soccer-mom”) and running a successful business, I would say that if I had an extra hour I would probably get some sleep :)ElinorAvni

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NORITAMY | Golden Wood
|June 21, 2011

 Tammar and Elinor have a special place in my stylish heart. The two can take just about any ordinary material and turn it into a spectacular collection.
Their journy with wooden beads started a while back at one of their many ventures. The girls had the patience to wait for the right moment to introduce a stunning line of beaded scarfs with a dash of their geometric mark. But that’s not all, they continued with carving, by hand, rings and bracelets to whom they added goldish leafs like icing on a cake. Seriously, I can’t keep my eyes of this work of art!

www.noritamy.com

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NORITAMY | Asymmetrical Vibe
|June 24, 2010

  • Bangle | Nails Collection
  • Ring | Sparkle Collection
  • Neck piece | Nuggets Collection
  • Bangles | Nails Collection
 When you take two creative minds like mother and daughter, Tammar Edelman and Elinor Avni, you get each and every time surprisingly stunning collections!
Sculptured jewelry gets a whole new meaning in Noritamy’s 2010 summer collection.
For sure, the nails collection is my favorite. I love the simplicity, transparency and movement in it.
Which one is your favorite?
BTW, if you want to refresh your memory, you can peak here at the girl’s previous collection.

www.noritamy.com

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Hadass Reisberg | Geometrical Rings
|May 9, 2010

 Thank god for facebook! Otherwise I wouldn’t have found Hadass’s geometrical and minimalistic jewlery.
Hadass told me that she gets excited every time someone thinks that her work is beautiful. I believe it happens quite often…
She began her way in the design world as an interior designer. Her desire to create lead her to jewelery studies.
Well, I guess it means you have to follow your heart :)
{This is a DesignBreak by noritamy}

www.hadassr.co.il

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NORITAMY | Oversized and architectural piece of jewelry
|September 15, 2009

 I think I just died and went to heaven… Such a clean and minimalist design!
Mother and daughter, Tammar Edelman and Elinor Avni explore contemporary jewelry-making while borrowing concepts from post-modern architecture. The unique signature jewelry combines classical forms of jewelry-making and modern design, creating a constant dialogue between new and old, classic and modern.

www.noritamy.com

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