“I was born in a factory and nursed on machine oil”
These were the words used by designer EfratÂ Fridenzon at a lecture she gave about her “Precision-decision” collection. Efrat “grew up” at an industrial Â factory that is commonlyÂ usedÂ for production ofÂ mechanicalÂ assembliesÂ andÂ
The notion ofÂ love is physically represented in aÂ target pendent engraved with the word AimÃ© (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 “HiddenÂ Direction”
A series of capsule like pendants which open toÂ revealÂ a compassÂ and aÂ level. In the real world, the compass points to a direction whileÂ theÂ level finds balance. Here theÂ interpretationÂ 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, newÂ beginningsÂ or for someone who is traveling.
Efrat’sÂ jewelryÂ can be found at stores around the world