High jewellery often carries a formal reputation, but one American brand has been redefining this image over the past two decades. Founded in 2005 by Idit and Moti Ferder, Lugano has been creating unique, one-of-a-kind pieces from its Newport Beach atelier in California. The brand is known for its innovative use of materials and relaxed yet sophisticated designs.
Moti Ferder, a diamond cutter with 34 years of experience, combines his expertise with his wife Idit’s skills in branding and operations. Together, they aim to create jewellery that reflects individuality. “I started as a diamond cutter, learning all aspects of cutting, sourcing, and gemology,” says Moti. “We moved to the US from Israel in 2005 to start our retail brand. My goal is to design and craft wearable art that inspires our clients.”
Lugano’s designs feature unexpected materials like titanium and carbonium, typically used in the motoring and aerospace industries. They also incorporate everyday items such as rubber and ceramics. The brand uses spectacular stones, including pink and blue diamonds, Paraibas, and emeralds, which are often cut in unconventional shapes like heart-cut diamonds and interlinked half-moon baguettes. These stones are set in titanium chains or glossy ceramics, creating pieces that are both striking and wearable.
“Our vision at Lugano is to create jewellery that fits seamlessly into modern lifestyles,” Moti explains. “Even though our pieces are high jewellery, they are meant to be worn frequently. We believe our clients appreciate versatile designs that they can wear often. People want jewellery that reflects how they want to present themselves to the world.”
Lugano’s relaxed aesthetic and wearable designs are supported by technical expertise. “Execution is key,” says Moti. “It’s about working with the right master jeweller who can interpret the design and bring their unique skills to enhance it further.”
Lugano’s approach to high jewellery combines innovation, craftsmanship, and everyday wearability, making their pieces a perfect blend of elegance and practicality.