Jewelry Beyond Trends: Sartoro’s Fusion of Heritage and Modernity
"Unleash Your Radiance" with Sartoro – this slogan isn’t just clever wordplay. It’s the brand’s mission and a call to embrace your individuality.
By Ash Longet
PR & Business Development
In the world of fine jewelry, tradition and modernity often walk a delicate tightrope. Here, few names resonate with the same heritage spanning generations as Sartoro.
Founded in Italy in 2001 by brothers Arto and Saro Artinian, Sartoro is more than just a jewelry brand; it is a living testament to a familial legacy rooted in the rich cultural tapestry of Armenian heritage.
Strong Roots
Nurtured in the ancient city of Damascus back in the 1950s, the jeweler’s roots began with Arto and Saro’s father and uncle, who set out on an incredible journey around the globe searching for the finest materials and stones. Thanks to their business acumen and reputation, they built strong connections between Antwerp, the premier source for diamonds, and the Middle East.
Under the meticulous tutelage of their father and uncle, both master jewelers, Arto and Saro have woven a narrative of craftsmanship and elegance that now spans continents.
A New Chapter
In 2023, Sartoro marked a significant milestone in its journey as a luxury high jewelry brand: the company relocated its headquarters to Switzerland.
Alongside this strategic move, Sartoro has unveiled its first boutique in Geneva, further cementing its presence in the world of haute joaillerie. With production forces strategically located in Le Locle and Bangkok, the brand boasts a dedicated team of 350 skilled artisans, conceptual artists, and designers.
To celebrate this momentous occasion, we had the privilege of sitting down with the brand’s CEO, Arto Artinian, for an exclusive interview, offering insights into Sartoro’s vision and future.
Ash Longet: What are the aesthetic inspirations behind Sartoro?
Arto Artinian: The main inspiration of Sartoro is the woman. Of course, nature plays a great role in this as well. In either case, the aim is to create fresh, original beauty. But it's not just about being new; it's about creating something that will be treasured for years to come.
We blend tradition with modern techniques – and this fusion of the old and the new gives the promise that our creations are not just jewelry but cherished heirlooms, carrying stories and emotions for generations to come.
At Sartoro, we believe in creating pieces that transcend trends and seasons – and instead, focus on creating enduring quality and beauty. Our design philosophy starts with a dedicated respect for the natural beauty of the stones we work with – from rare diamonds to vibrant gemstones sourced from around the world.
AL: Considering the diversity and abundance in the high-end jewelry market, what sets you apart?
AA: Choosing Sartoro is an investment in trust, quality, and enduring craftsmanship. Our commitment to transparency in craftsmanship ensures that every piece, from stone selection to the final creation, is a testament to honesty and integrity.
We bring a sense of reliability and tradition to each creation. We actively engage in every aspect of the business, reinforcing a hands-on approach that upholds ethical practices and delivers transformative experiences.
By choosing Sartoro, individuals embrace a brand that not only defines excellence in fine and high jewelry but also invites them into a world built on trust, heritage, and personalized care.
AL: As you continue to push the boundaries with your unique designs, who are the clients that seek out your creations?
AA: Our clients are diverse and discerning individuals who appreciate unique exceptional designs and craftsmanship.
We cater to a few respected royal families including the Gulf countries where we create unique bespoke pieces for their special occasions, such as weddings and celebrations of important milestones.
We also cater to collectors, connoisseurs, and enthusiasts of gemstones and jewelry who seek creations that stand out for their innovation, craftsmanship, and, above all, for their timelessness.
Whether it’s a personal treasure, a family heirloom, or a statement piece, our clients are those who value artistry and uniqueness in their jewelry.
AL: Expansion plans?
AA: Sartoro’s plans for expansion are underway. In Saudi Arabia, we're looking to make a significant impact by opening new boutiques and tapping into the region's growing market for luxury and bespoke jewelry.
Simultaneously, we're thrilled to announce the opening of our flagship boutique in Geneva, our home base. This boutique will serve as a flagship location, highlighting our commitment to excellence and innovation. It will provide an immersive experience for our clients, reflecting the artistry and craftsmanship that define Sartoro.
To learn more about Sartoro’s jewelry and its ever-expanding presence around the globe, visit the brand’s website.