When we look inside our country, we realize there is no greater wealth in our surroundings than our own culture. And that from this close look we can make improvements and positively impact the planet and people.

Times are different and our understanding of luxury may need to be expanded in order to reach places where even we may not have yet arrived. These are cultures that need to be known to the world so that they can continue to exist and happen. We need to value our natural and manual treasures, in addition to collaborating the quality of life of artisan communities throughout our Brazil. With these partnerships, we hope that more and more the world can have access to these cultures and that more and more these cultures can have access to the world.

However, we do not intend to present a planned path, because that path is precisely a process under construction. But we know that it goes through respect for cultures, protection to the environment, support for local economic development of these communities, defense of historical social issues in our country and, above all, the need to overcome the individual scale of our actions .

We are just getting started, because for us the future is now and it can and should be bright for everyone!

Mineração consciente
*pictures taken during Ara's visit to the Cruzeiro Mine, in August/19, in Minas Gerais, BR.

Conscious mining

The son of a renowned gem dealer, designer Ara Vartanian followed family tradition and was raised in a business in which mystery and secrecy were laws. Attentive to the evolution of the profession and his time, he today subverts the commandments and invests in transparency as a pillar of an increasingly ethical and humanized business. “I work only as a pedestal for stones, the real luxury comes from nature”, he reflects. The concern with the environment, from which the main raw material for its creations is extracted, is today mandatory in the company's philosophy. As well as the appreciation for the Brazilian culture, the local economy and greater social responsibility. The concept of luxury has changed many times. Giving visibility and quality of life to artisans who keep the tradition alive in different regions of the country is a way of perpetuating the art of mining, whether in Minas Gerais or Rio Grande do Norte, from which emeralds and tourmalines are extracted, respectively. “We work with material obtained through a naturally aggressive process for the environment. It needs to be done responsibly,”says Ara.

With this philosophy in mind, Ara Vartanian works with two pillars:

- Responsible extraction: search for suppliers and mining projects with synergy in ideals such as support to communities around mines, reforestation and water treatment in the region and health protocols for all employees.

- Sustainability: pursue the objective of implementing sustainable actions along the entire chain, such as recycling waste, controlling the disposal of materials and the consumption of water.

All conscious mining process is done in partnership with Seven Fine Gems, operator of Cruzeiro Mine and Belmont Mine.

The Future is Brilliant

Project Kaapu

Partnership with the Wai Wai Tribe

Part of the program "The Future is Brilliant" launched in September, 2018, which comprises projects related to environmental, social and cultural causes, the collaboration with women from the indigenous tribe Wai Wai, from Amazonia, was born from the consultancy of Portal Ecoera. The objective of firming this commitment is to sensitize the luxury market to climate changes, the conservation of Brazilian biomes and the appreciation of the Brazilian culture and its artisan communities.

Teenage Cancer Trust

Teen Cancer America is a charity devoted to transforming the lives of teenagers and young adults living with cancer in the US. Teen Cancer America are working to create special programme and facilities for the age group of 13 to 24-year olds. They create state-of-the-art youth-focused programs and facilities to meet the needs of teens and young adults suffering with cancer.

Serra da Bocaina Native Forest Recovery Project

RPPN Besouro de Fogo

The Besouro de Fogo Private Natural Heritage Reserve was born in June 2019, located in Serra da Bocaína, São José do Barreiro, São Paulo. Besouro de Fogo is part of a group of RPPNs and together they conserve and protect an area of more than 500 hectares of forest.

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