Shawish, a jewerly firm based in Geneva, got famous when it first appeared at Baselworld 2012 and produced a sensation presenting a unique diamond ring weighing 150 carats without metal parts or prongs, entirely cut from a large rough diamond, machined and faceted and turned into a flawless beauty. It was immediately the talk of the whole jewelry show and people flocked to see “The World’s First All-Diamond Ring” and this was a faultless kind of publicity, which attracted visitors to the entire collection of Shawish, which was on par with the world's best jewelry brands in design and quality.
Shawish is located on the cathedral square in the old center of cosmopolitan Geneva. This is a family-run business, which has existed since 1910, and today it is led by the younger generation, the Shawesh brothers, one of which is the firm's president and the other - its chief executive officer.
Mohamed Shawesh, the company’s CEO answered the questions from Rough&Polished.
They say that the altogether bright idea to create “The World's First All-Diamond Ring” belongs to you. How did it arise?
This story is not about public relations and self-promotion, it is about something else - about courage, about the deep and strong feeling. How long ago was diamond cutting invented, how is it made, what does it imply? Why not make a full-range re-coding of jewelry attitudes? We should abandon the usual frame of mind, the usual way of thinking, and I hope we can do that.
Please, tell us more about how you made the unique ring.
The ring is made of a natural diamond weighing 150 carats, and it has 90 facets; we used a laser machine to cut the stone the best way possible and to preserve its maximum size, creating volume and shape, and all this depended on the natural stone itself. This was a very delicate work. The result was a unique thing. We had been told that it was impossible and that the current level of technology did not permit this... So, we are the only one who could do it in reality.
The ring is an idea, a dream made possible thanks to my colleagues and partners, who are uncompromising enthusiasts like me. It was created for those who understand that this goes beyond the diamond material and contains a miracle of conception. The striking fate of this stone is connected with its future owner by a close and indissoluble bond made real by the flame, which hardened this diamond. We want to show everyone that the Shawish Company is an assistant and partner to your most incredible fantasies. We believe in the impossible. We want to be associated with exceptional: we can do what others cannot, we're not like everyone else.
How long has your family been in the jewelry business?
This is truly a family business. My family is originally from Libya, it has been engaged in the trade in precious stones for many generations. So naturally, I started to work with diamonds, which provide unlimited possibilities. Wars and repressions do not supersede the desire for freedom, and it can be found in everything we create – it is the need to do things in our own way, to turn dreams into reality.
You come to understand that jewelers craft is still alive and doing well, though in arrears to some extent. Conformism is still often prevailing over creativity.
What do you think, who will become the future buyer of your ring?
We need motivation to feel intensely. It will be someone with a craving for exceptional things, anyone who can appreciate their intrinsic value and put them in his or her personal museum.
What are diamonds for you? How do you use them in jewelry?
Diamond for me is a symbol. Beautiful, charismatic, it has a powerful fire of creation. I admire this stone. I grew up with it and I cannot imagine jewelry without its lights. Diamond brings life to any product, highlights the beauty, majesty and nobility, adding energy... Diamond has a personality. This gem is precious etymologically and bears ancient and sacred significance.
You probably have some sort of personal affair associated with diamond jewelry - a museum thing or a family heirloom…
All jewelry has its own history. When I was five years old, my grandmother showed me a pear-shaped diamond of a deep blue color. It beamed and enclosed some mystery inside, and I got a fancy to understand it, to know its secret. It was at that moment I was overcome with craving to do what I 'm doing now.
What are your future plans?
In the near future, we are going to inspire people by producing our high-tech jewelry and developing our brand in an environment of high creativity and innovation, as well as to strengthen our image by our products made in Switzerland.
Galina Semyonova, Rough&Polished, Basel
