That’s according to Interbrand, which just released its 2021 list of 100 Best Global Brands.
Muzo Celebrates a Decade with a Line Inspired by a Shipwreck
The Colombian emerald miner’s Heritage Collection ranges from $500 to $95,000 and is being sold direct to consumer.
Las Vegas—Muzo is celebrating 10 years of being in business with a series of initiatives to bring attention to its gems, including a new signature collection sold direct to consumer.
The 120-piece Heritage Collection is inspired by a cache of Colombian emerald treasures recovered in the mid-1980s from “Nuestra Señora de Atocha,” a galleon that sunk off the Florida Keys in a hurricane in 1622.
It ties in the mythology and the people of the time through five sub-collections—Chakana, Atocha, Muisca, Royal Orb and Verity—that use cabochons, tumbled emeralds and emerald slices as well as diamond accents and 18-karat gold.
Chakana is its most affordable line, priced between $500 and $2,500 retail, and features the simplest designs for easy wear.
The Atocha collection, meanwhile, starts at $5,000 and goes up to $50,000. It uses emerald slices to also create clean, simple lines but with added look through diamond accents.
Muisca derives its name from the Muisca civilization, which flourished in ancient Colombia between 600 and 1600 B.C. The line features several pieces with tumbled emerald clusters and ranges in price from $4,000-$95,000 retail.
There’s also the Royal Orb collection, which draws its forms from a piece bearing the same name that went down with the Nuestra Señora de Atocha—a golden orb with a cross, set with dozens of Muzo emeralds. Royal Orb ranges in price from $7,000 to $40,000.
The fifth and final sub-collection, Verity, is priced between $10,000 and $60,000. It features lush pieces set with emeralds and diamond accents in the form of halos or baguette drops.
Muzo’s Heritage Collection is sold on the miner’s new consumer-facing website, MuzoStore.com, marking the company’s foray into direct-to-consumer sales.
The company said it went through more than 150,000 carats to find emeralds of the same colors and sizes in order to arrive at the 15,000 carats incorporated in the finished collection.
The miner displayed the Heritage Collection at JCK Las Vegas as well as a selection of jewelry from “Argyle Pink Diamonds: The Green Jewel Collection,” a rare high jewelry collaboration created with Rio Tinto.
The Heritage Collection follows Muzo’s partnership with emerging and established designers to build an appreciation for all qualities of emeralds.
Muzo also expanded that collection in time for Las Vegas market
The year also will bring some other developments for the company, including a presence in a new book from Rizzoli, “Bejeweled,” and the debut of a new Muzo emerald homeware collection.
Buyers may be excited about online diamond deals, but there are uncertainties surrounding the authenticity and clarity of the diamonds.
The brand’s signature bangle gets a necklace companion.
However, their optimistic outlook comes with a hint of caution due to a number of factors out of their collective control.
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One of the highlights of the JCK show in Las Vegas has always been the Italian Pavilion, buzzing with excitement and elegance.