VELAA: the new creative concept by Cammilli
Linear design, increasingly large and enveloping volumes for unexpectedly light creations: the new Velaa family is the result of Cammilli long-standing specialization and continuous research in the name of an unmistakable contemporaneity.
Born in 2020 as an extension of the Dune series, as evidenced by its original name "Dune Velaa", Velaa soon breaks away from its original matrix and becomes synonymous with a new creative concept that includes multiple variants: Velaa, Velaa star, Velaa pavé and Velaa Royale.
No longer a variation of Dune, but a real family of creations united by unique characteristics completing Cammilli creative message, while showing an unmistakable continuity with the past.
The characteristic irregular design of the Dune series, turns in Velaa into a repetition of uncluttered and essential lines that generates unprecedented volumes thanks to an elegant play between the thin gold ribbons and the space that crosses them, without affecting the weight of the jewels. In this new creative concept, air is the key element that helps to define spaces and shapes, giving lightness to the pieces. The pronounced three-dimensionality of the creations is accentuated by the characteristic play of light of the Cammilli finish, a precious alternation of shiny and velvety gold surfaces that give the jewels an iridescent appearance.
The lines of the Dune series become more regular and the diamonds more important in this line with an eclectic and contemporary style. The wide pendants and the elongated earrings play on the repetition of the same geometric shape, emanating an almost hypnotic charm. The unmistakable shapes of the Velaa rings are surrounded by soft gold movements, recalling the desert dunes gently smoothed out by the winds. The shiny edges enhance the special velvety finish for a contrast that catches everyone’s eye.
Large volumes and essential design are the distinctive traits of this series. The extraordinary three-dimensionality of the Velaa star creations comes from the original interplay between the golden waves and the space that crosses them, in a succession of uncluttered and sinuous lines that simplify the irregular features of Dune and amplify its volumes, maintaining the characteristic shiny and velvety finish. A single diamond placed in the center enhances the pleasant wavy geometry of this series.
The pronounced volumes and minimal shapes characteristic of the Velaa series meet sparkling lines of pavé that fit into the wavy movements of these creations, making them even brighter. The distinctive alternation of shiny and velvety surfaces enhances the depth of the shapes, giving life to an iridescent play of light and shadow.
Velaa Royale is the series that interprets one of the most precious and desired pieces of jewellery in an unconventional style: the solitaire. This series stands for an extraordinary three-dimensionality that makes design the absolute protagonist of the collection. An original design, whose essential shapes, enhanced by the alternation between shiny and velvety gold surfaces, surround a single precious diamond. Brand-new shapes that meet the magic of a unique jewel, destined to eternalize a special moment.