Luxury jewelry has always been synonymous with sky-high prices, diamonds, and solid gold—but does it have to be? AMARYZ challenges that notion, proving that luxury can be bold, disruptive, and attainable without sacrificing quality or that luxurious feel. AMARYZ was co-founded by Maria Pavlova and Polina Belopashentseva, two women who know luxury jewelry inside and out. With years of experience in the industry, they saw firsthand what was missing: luxury without limitations. AMARYZ was created to fill a gap in the high-end jewelry world and offer something truly different. Maria and Polina saw a void in the luxury jewelry space and decided to own it.
Women today want pieces that sit effortlessly next to high end luxury jewelry and watches but without the price tag that makes them feel like an investment rather than an indulgence. So they did something no one else dared to do: They positioned moissanite and gold vermeil as true luxury, bringing bold, high-fashion jewelry to a market that was ready for something new. And guess what? It’s working.
Maria and Polina’s unfiltered storytelling has brought their vision to life through striking, provocative campaigns—campaigns that notably feature both Hermès and Chanel handbags. This unexpected juxtaposition has captivated fashion accounts and truly fascinates followers, amplifying the brand’s reach and generating significant buzz. They’ve crafted a brand that speaks directly to the modern consumer’s desire for high-quality, stylish, and rebellious jewelry.
The founders have been turning heads in CMO and CEO circles at luxury houses, catching their attention with their bold, provocative positioning. But they’re not just a quiet disruptor—they’re loud, and the world is noticing. Their Instagram and TikTok reels are blowing up, and fashion influencers are taking notice. They’re not just liking their posts—they’re commenting, sharing, and styling their pieces. AMARYZ jewelry is appearing on the feeds of high-profile fashion personalities, and their audiences are obsessed. This isn’t just about sales; it’s about tapping into a movement the industry can’t ignore.
Why AMARYZ Is Changing the Luxury Game:
● Moissanites + Gold Vermeil = A New Era of Luxury: AMARYZ jewelry is made with high-quality moissanites that shine even brighter than diamonds, set in 14K and 18K gold vermeil—not plated, not cheap, but real luxury materials that last. Maria and Polina are the first to bring the notion of white gold vermeil to market. Their pieces aren’t designed to replace luxury jewelry; they’re designed to sit alongside it. AMARYZ isn’t “affordable jewelry.” It’s luxury that makes sense.
● A Brand That Demands Attention: From provocative campaigns to edgy, high-fashion visuals, their marketing isn’t just catching the eye of shoppers—it’s catching the eye of luxury industry executives, influencers, and trendsetters.
● Fashion Influencers Are Watching—And Talking: AMARYZ Instagram and TikTok presence is on fire. Influencers from the fashion and beauty world are noticing, engaging, and styling AMARYZ pieces, proving that they’ve tapped into a movement that the industry can’t ignore.
AMARYZ.com ships internationally and boasts a global fanbase. They’re not just challenging perceptions; they’re reshaping them. From their pioneering use of white gold vermeil to their game-changing embrace of moissanite, AMARYZ is proving that the future of luxury jewelry doesn’t have to be dictated by old-world traditions. The jewelry industry didn’t see them coming. Now, they can’t look away.
Maria Pavlova and Polina Belopashentseva.
Harper’s Bazaar Vietnam
