By Hannah Connorton
April 15, 2014
New York--Based in Boulder, Colo., designer Todd Reed is known for his unique and recognizable work with rough diamonds and gold. But he doesn’t stop there in paving a different path.
Reed also works in alternative metals and, when it comes to the category, the designer says he was attracted to palladium’s color from the start.
“The dark gray is sexy and simple, and totally natural,” he says. “I liked the warmth of the metal as opposed to platinum--that felt a bit cold. I liked that (palladium) was light and mined in America. I also felt and now feel that the metal … shows a level of elegance in aesthetics and craftsmanship when done correctly.”
Reed adds that the finished feel of a palladium piece is “completely unique,” and that his customers are interested in the metal and alternative metals in general.
“There is a certain level of refinement and uniqueness, discernment and quality that our clients look for when buying jewelry. Alternative metals are exciting to a customer that truly wants something unique and, in many cases, is using our jewelry as a means of self-expression, therefore literally saying ‘I am unique, I am alternative,’” Reed says.