“I was born in a factory and nursed on machine oil”
These were the words used by designer Efrat Fridenzon at a lecture she gave about her “Precision-decision” collection. Efrat “grew up” at an industrial factory that is commonly used for production of mechanical assemblies and
The notion of love is physically represented in a target pendent engraved with the word Aimé (Similar to aim, “beloved” in french). The target is you and you wish that cupid hits his arrow to your heart, you wish to love and be loved.
The “Hidden Direction”
A series of capsule like pendants which open to reveal a compass and a level. In the real world, the compass points to a direction while the level finds balance. Here the interpretation shifts from the physical world and finds a more spiritual definition: A guide for internal balance.
I love this collection since it is simple, meaningful and unisex. My favorite item is the “Hidden Direction capsule” I think it’s a lovely talisman and could work as a great gift for graduation, new beginnings or for someone who is traveling.
Efrat’s jewelry can be found at stores around the world