A jewelry brand that reinterprets the imagery of animals and mythological creatures from Ossetian culture through bespoke jewelry pieces.
about the brand
The concept is based on an exploration of animal imagery within Ossetian mythology and traditional culture. The project aims to study the role of these figures in mythological narratives and cultural representations, while also seeking opportunities to interpret these images through the lens of contemporary jewelry design.
Problem
Ossetian culture is rich in visual imagery and mythological narratives, but in contemporary design, these elements are often either unknown to the broader audience or used too literally, turning into mere ethnic souvenirs.
solution
Reimagining Animal and Mythological Figures of Ossetic Culture Through Contemporary Jewelry Design
Target Audience
People aged 20–30 interested in contemporary fashion, artisan jewelry, and art. They value unique pieces, history, and the concept behind an object.
Caspian residents who are looking for a modern way to express their cultural identity and disseminate it widely
Competitors
Competitor Analysis
Most competitors approach ethnic culture through ornament, traditional techniques, and decorative motifs, while mythical animal imagery remains a less developed area. My brand focuses not on the direct use of national ornament, but on reinterpreting the imagery of animals and mythical creatures from Ossetian culture.
Positioning
A contemporary jewelry brand that transforms motifs from Ossetian mythology into expressive pieces for everyday life.
brand platform
Mission
To preserve and popularize Ossetian cultural heritage through contemporary design, transforming lesser-known mythological motifs into objects people want to wear, view, and learn aboutVision
To forge a recognizable modern image of Ossetian culture within jewelry design and make it a part of the current cultural and fashion contextValues
Respect for sources and traditions—each piece of jewelry is unique and possesses its own character and story; form and design emerge from the study of cultureCharacter
Mysterious, intellectual, contemporary, mythologicalEssence
Ossetian mythology transformed into a modern bestiary
advantages
Rational • Original design based on Ossetian mythology • Contemporary interpretation of cultural heritage • Uniqueness of the objects' imagery and concepts • Combination of aesthetic and cultural value
Emotional • Sense of connection to cultural roots • Opportunity to express individuality • Interest in mythology through a personal item • Feeling of owning an ornament with its own history
material
The primary material chosen for the collection is 925 sterling silver, consisting of 92,5% silver and 7,5% other metals, predominantly copper. It combines strength, malleability, and expressive decorative qualities, allowing for the creation of sculptural jewelry featuring complex relief and detailed animal imagery. Silver is suitable for various finishing techniques, including polishing, matting, and blackening, all of which accentuate the volume and plasticity of the pieces. To optimize production costs, lightweight structures and preliminary 3D modeling are planned, enabling verification of proportions, element thickness, and material usage before manufacturing the final piece.
Stages of Collection Development
Image SelectionConcept and Sketches3D ModelingVisualization and ProductionCollection Formation
Promotion Methods
The main channels for brand promotion will be social media, where photos of jewelry, stories of mythological figures, and the creation process of the pieces will be published. To attract a new audience, we also plan to use Pinterest, collaborate with local creators, and participate in design markets and exhibitions.
