The brand
ST JEWELLER is an original brand founded in 2008 by the jewellery designer Samuel Huguenin. Mirroring the ambiguous image of his jewels, the ST of the brand name is just as ambivalent, alternatively marking an abbreviation, a dropped initial or a musical reference.
Thus, it can quite simply refer to the first name of the creator, Sam – as in Sam The JEWELLER. The two letters can also be read SAINT, the iconographic references to be seen in some items produced by ST JEWELLER can thus be drawn from religious art. At last, ST is also an homage to the punk metal band Suicidal Tendencies who has been a great source of inspiration for some of Sam’s pieces.
White Trash Collection :
Referring to the colours of precious metals – silver and white gold – and the famous Berlin Rock Bar called White Trash Fast Food, this collection holds very pure rock’n’roll lines. The collection is an ambivalent mix between soft and aggressive lines, which pose a welcome change to the obvious gothic style, which ST JEWELLER is trying to distance himself from.
Alternating between angels and demons, the White Trash items are an evocation to the evasive side of our personalities.