Discovering Beautiful Realities: TACORI Ushers in a New Era of Emotion, Authenticity, and Iconic Fine Jewelry.
TACORI Embraces a New Era: Passion, Authenticity, and the Art of Emotional Engagement
LOS ANGELES, Calif. (June 16, 2022) — Luxury jewelry brand TACORI proudly announces a significant evolution, charting a new course defined by profound passion, unwavering authenticity, and original design. At the heart of this brand renaissance is a renewed focus on “beautiful realities”—an embrace of genuine human emotion and unscripted moments that resonate deeply with today’s discerning clientele. This strategic shift marks an exciting chapter for the family-led company, introducing an evolved brand expression alongside a collection of bold and iconic fine jewelry that truly speaks to the soul.
For decades, the luxury jewelry landscape has often been characterized by a cool detachment, presenting an aspirational but sometimes distant ideal. TACORI is now challenging this norm with a documentarian-style photography approach. This innovative visual strategy aims to infuse warmth and connection into every image, capturing authentic emotions—the quiet joy of affection, the spark of delight, the subtle intrigue of shared moments. By showcasing these real, unscripted instances of love and life, TACORI seeks to forge a deeper, more personal connection with its audience, reflecting the true beauty found in everyday experiences.
A Bolder, Brighter Vision from Leadership
“We are incredibly proud to introduce an even bolder, brighter TACORI,” states CEO Paul Tacorian, reflecting on this pivotal moment for the brand. “This new chapter in our brand story is all about being moved, about inspiring genuine emotion. Our storytelling is now guided by an elevated sense of feeling and uplifting imagery that genuinely reflects a wider, more inclusive range of beautiful realities.” His vision underscores a commitment to narratives that go beyond mere aesthetics, delving into the emotional resonance that fine jewelry inherently carries.
Nadine Tacorian Arzerounian, COO and Head of Design, adds her perspective on the brand’s renewed direction. “The symbolism feels especially relevant today, as we all find new traditions to embrace and new reasons to celebrate. For TACORI, the collection’s theme of new beginnings is perfectly timed to usher in a bolder, brighter era for the brand.” Her insight highlights the contemporary relevance of TACORI’s message, aligning with a global desire for meaningful connections and celebratory moments in an ever-changing world.
Four Decades of Unmatched Heritage and Family Passion
TACORI occupies a truly unique position within the luxury jewelry market. It is a sophisticated, globally recognized brand that steadfastly retains the soul of a passionate and independent family business. For over forty years, the Tacorian family has been the driving force behind the brand, embodying a deep-seated commitment to innovation, originality, and unparalleled craftsmanship. This enduring family legacy ensures that every piece of TACORI jewelry is not just an adornment but a testament to generations of dedication and artistry.
The family’s unwavering commitment to pushing boundaries has allowed TACORI’s iconic designs to continuously redefine the bridal category. Their engagement rings, renowned for intricate details and signature crescent designs, have become symbols of enduring love and meticulous artistry. This rich heritage in bridal jewelry has equipped TACORI with an unparalleled depth of expertise in creating pieces that capture significant life moments with exquisite beauty and emotional weight.
Today, TACORI masterfully translates these four decades of unmatched bridal expertise into a distinctive and bold point of view in the realm of fine jewelry. This expansion is not merely a diversification of products; it is an organic evolution rooted in the brand’s core strengths—design innovation, exceptional quality, and an understanding of jewelry’s emotional significance. By leveraging their deep understanding of intricate craftsmanship and timeless design principles, TACORI is poised to make an equally profound impact on the broader fine jewelry landscape.
Introducing the Crescent Eclipse Fine Jewelry Collection: A Symbol of New Beginnings
A highlight of TACORI’s new direction will be the debut of captivating new collections at the prestigious 2022 Couture jewelry show in Las Vegas. Among these, the Crescent Eclipse fine jewelry collection stands out, aptly named to signify new beginnings and transformational moments. This collection embodies the spirit of renewal that defines TACORI’s current evolution, offering pieces that are both breathtakingly beautiful and imbued with powerful symbolism.
The Crescent Eclipse collection presents a stunning, diamond-intense reinterpretation of the signature TACORI crescent motif. This iconic design element, long beloved in their bridal pieces, is reimagined with a contemporary flair, featuring an abundance of meticulously set diamonds that catch and refract light with unparalleled brilliance. Each piece in the collection is designed to evoke the celestial beauty of an eclipse—a rare and mesmerizing event that marks a transition from one phase to another, mirroring life’s own precious cycles of change and growth.
A true showstopper within the Crescent Eclipse collection is the remarkable long chain-link necklace. This magnificent piece serves as a powerful demonstration of TACORI’s unmatched artistry and commitment to innovative craftsmanship. It features nearly 1000 meticulously hand-set diamonds, each stone carefully placed to maximize its sparkle and contribute to the necklace’s overall breathtaking radiance. What truly sets this piece apart is its construction: an innovative single-cast, no-solder chain. This advanced technique ensures seamless fluidity and exceptional durability, creating a piece that is as luxurious to wear as it is to behold, embodying the pinnacle of modern jewelry engineering combined with traditional handcraftsmanship.
The Art of Craftsmanship: Made in California
Central to TACORI’s enduring appeal and the meticulous quality of its jewelry are its California Design Studios. Here, a team of world-class artisans, some of whom have been with the company for decades, sit center stage. These skilled craftsmen and women are the heart and soul of the brand, transforming raw materials into wearable works of art. Every TACORI piece, from the highly coveted engagement rings to the newest fine jewelry collections, is conceived, designed, and handcrafted in these studios.
The process is a testament to precision and passion. Artisans employ a blend of time-honored techniques passed down through generations and cutting-edge technology, ensuring every curve, every setting, and every facet meets TACORI’s rigorous standards. The commitment to “making the world’s most meticulously crafted jewelry” is evident in every detail, often hidden from plain sight but integral to the piece’s beauty and integrity. These intricate hidden details, a signature of the TACORI brand, serve as secret tributes to the wearer, a whisper of luxury known only to them.
This dedication to Californian craftsmanship not only guarantees exceptional quality but also reflects TACORI’s independent spirit. It allows for unparalleled creative control and a commitment to ethical sourcing and sustainable practices, ensuring that each piece carries not only beauty but also a story of responsible creation. The phrase “made in California” signifies more than just a geographic location; it represents a philosophy of design, innovation, and a relentless pursuit of perfection that defines the TACORI brand.
The Future of TACORI: Connecting Through Emotion
As TACORI embarks on this new era, the brand is poised to deepen its connection with consumers on a more emotional and authentic level. By shifting the narrative from aspirational ideals to relatable realities, TACORI invites individuals to celebrate their own unique journeys, their own beautiful realities. This evolution is not just about new collections or marketing campaigns; it’s about fostering a community that values genuine emotion, personal stories, and the timeless beauty of exquisitely crafted jewelry.
The brand’s enhanced focus on capturing real emotion and unscripted moments ensures that TACORI jewelry resonates deeply, becoming more than just an accessory. It transforms into a tangible reminder of love, joy, achievement, and personal milestones. This holistic approach, blending a rich legacy of artistry with a forward-thinking vision, positions TACORI not just as a leader in luxury jewelry, but as a storyteller of life’s most cherished moments.
About TACORI
TACORI is an iconic fine jewelry brand, globally recognized for its signature designs, intricate hidden details, and unparalleled craftsmanship. With a heritage spanning over four decades, TACORI stands as a sophisticated luxury brand that uniquely blends the spirit and intimacy of an independent, family-led business with innovative design. Remaining family-led, TACORI’s artisans continue to craft the world’s most meticulously detailed jewelry, including their highly coveted engagement rings, directly from their renowned California Design Studios. TACORI embodies a commitment to creating timeless pieces that capture and celebrate life’s most beautiful realities.