“I’m originally Lebanese and Saudi, and in these cultures, jewellery is very significant – you gift jewellery for a wedding, when a child is born, whenever there is an important occasion,” Kinda Baasiri-Mouawad shares. No wonder then, that she was pleased to be fortuitously assigned to work in the jewellery department when she began an internship at auction house Christie’s after completing her Art History degree.
It was through this role that she met her future husband, whose family happened to be renowned diamantaires and jewellers. Kinda and her husband moved to Belgium to join her father-in-law, a diamond dealer in Antwerp. Here, she began to immerse herself in the world of diamonds; working for the family business, selecting and grading diamonds, as well as studying gemmology with the Gemological Institute of America.
After five years of intensive diamond training, Kinda and her husband moved to Los Angeles, where they decided to start their own jewellery brand. Their vision was to combine their expertise to create a take on fine jewellery that is wearable, accessible and modern. Kinda explains: “I knew what I wanted, and I found a designer who could interpret my ideas and who gradually came to understand my thoughts and translate them into jewellery. Initially, my husband was selecting diamonds and sourcing stones, and I was designing the pieces.”
Reframed is now based in London, and eventually has become Kinda’s singular vision. “I design a piece around stones, instead of designing and then finding stones to fit, which I think is a natural progression from my gemmology background and training,” she says. “I prefer simple designs, as I like to focus on the beauty of the diamond and its brilliance. I also have quite an edgy, rock and roll element to my personal style, which I think comes across in pieces like our single earrings, the dagger pendant, and in materials like black rhodium [plating].”
Spirituality is central to Kinda’s mindset whilst designing for Reframed Jewelry. The What Goes Around Comes Around collection refers to karmic forces with its circular shapes and directional settings. The namesake What Goes Around Comes Around ring is the most popular piece from the collection; each of the four diamonds is a different cut, set at equal points spaced around the entire ring. These are diamonds chosen for their beauty and exceptional cuts, but translated into chic, easy-to-wear, minimalist ring designs.
“Everyone who tries these rings comments on how light they are on the finger,” Kinda says. Similarly, most of the open rings in the Mamba collection feature mismatched diamond cuts.
Another sought-after Reframed Jewelry design was inspired by Kinda’s father-in-law, who gave her a fantasy birthday gift: a parcel of rose-cut diamonds “for me to do whatever I wanted with,” Kinda says. “The first designs of my knuckle rings were all for family and friends, and they featured these rose-cut diamonds,” she remembers. “The new iterations that we sell are a more refined, delicate ring, which is still entirely based on the beauty of this diamond cut.”
The rose-cut diamonds in the knuckle rings are simply set in white gold, rose gold, yellow gold or gold blackened with black rhodium plating. This is the minimal palette that Reframed Jewelry adheres to, save for the occasional coloured diamond. In the case of the Keep Your Secrets pinky rings, some of the diamonds are offset by matte, brushed gold.
Though Kinda doesn’t rule out introducing more colour in the future. “I want to experiment more with other stones,” she muses. “I think that some of our current designs could work wonderfully with sapphires. I have created a lot of rings, as these are my favourite type of jewellery to wear, but I want to branch out and include more pendants for my clients.”
Reframed Jewelry rhodium-plated 18ct gold and pink diamond pinky ring, £1,200 The Jewellery Cut
Design that puts women first
The simplicity and restraint in Reframed Jewelry’s designs also refers to Kinda’s heritage, albeit through her rejection of many conventions. “The jewellery that is gifted in my culture is usually big, bold, enormous stones,” she says. “Maybe these designs are my way of interpreting these traditions.
“Jewellery was seen as an essential for a woman, but it was often bought for them by men. I wanted my jewellery to be completely different, and to be very much what women would really want to buy for themselves.”
With effortlessly stackable designs that balance easy-to-wear minimalism with the powerful sparkle of well-cut diamonds, and just a whisper of rebellion, Reframed Jewelry has done just that.