ESPÍAFounded at the beginning of 2020, this Los Angeles-based jewelry firm breaks with all conventions around pearls. We speak with its founders Christian and Tavia Azzinaro
By Marina Valera
Christian Azzinaro (1986, Nevada) and Tavia Azzinaro (1988, Ohio) met at a party in Los Angeles 11 years ago. That was like a train wreck and life experiences that led them to create their own firm named Polite Worldwide at the beginning of 2020 in Paris. Her first design was a pink pearl necklace with a diamond pendant in the shape of P, her signature initial. “Christian was drawn to the natural beauty of pink freshwater pearls and the addition of diamonds to further dress up an already beautiful piece. He wanted to create something that took men out of their comfort zone, but was true to his own style”, they explain. A piece that the well-known rapper Post Malone wore for the first time and that started the trend of wearing pearls by the male public.
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Since then, celebrities such as Justin Bieber, Harry Styles, Bad Bunny, Jaden Smith or the brothers Nick and Joe Jonas, to name just a few, have been fans of their customizable pearl necklaces. But also female figures such as Rihanna, Hailey Bieber or Lorde are on his list of loyal clients. “We are personally connected with these celebrities, their stylists or close personal friends. We value every relationship that we are building through our jewelry and products in general”, point out the founders of the brand that is now based in Los Angeles.
BUY: pink pearl necklace with the letter P in customizable diamonds, from Polite Worldwide (see price).The sum of their different backgrounds helped them create their signature. “Christian has been influenced by fashion since he was a child, he loved playing with his wardrobe and using accessories to establish his own individuality. He found a way to express himself creatively that helped him develop his skills in design, art and fashion”, they reveal. At the age of 19, he was hired by the late fashion designer Christian Audigier to work on different projects, including the Ed Hardy firm. Shortly after, he worked with Travis Barker –blink-182 drummer and Kourtney Kardashian's partner–, Nick Diamond, Dillon Francis, Flosstradamus or Diplo and helped create the merchandising for Been Trill, the art and DJ collective he founded, among others. , by Virgil Abloh. Being in Los Angeles, and with a large group of contacts and interpersonal relationships, he also met Kanye West to whom he provided creative and production support for clothing and jewelry matters.
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Tavia, for her part, grew up with her French grandmother, a well-known leader and one of the most decorated women in France. She introduced him at a very young age to French design and to brands like Christian Dior and Chanel. “Tavia has always been inspired by history, innovation, art, storytelling and music. All this combination has influenced her entrepreneurial and creative approach, ”they explain about the founder who has also collaborated with Kanye West. Her desire to see a change in the fashion industry has motivated her to create projects that foster a conscious lifestyle and faith in culture and tradition, respect, guidance, creativity and ethics. She is the one who runs all Polite Worldwide businesses.
“Having all these collective experiences helped them get to where they wanted to be with their own identity within the market. They knew that when they decided to create their own project, it would have a strong meaning and presence around everything that they had become”, she points out. Hence, the firm that both are building is based on values such as sustainability, family, heritage, collaboration, art and crafts. "Both combine their love for nature and creation when developing products made with the intention of elevating those who use them," they point out. That her firm has been baptized as Polite Worldwide says it all: it promotes respect for the environment but also for its clients and others.
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But Polite Worldwide is much more than the brand of pearl necklaces worn by celebrities. “Polite is intentionally considerate in how we make our product and how we share our vision. Polite Worldwide is inspired and connected, we value every relationship and care deeply about the interactions the product allows us to create." Although its offer also includes sunglasses with biodegradable acetate made from plants or tie-dye t-shirts dyed with inks that do not pollute water, this firm that combines art, luxury, design and sustainability has broken with all conventions around pearls without neglecting its timelessness. “We wanted to create a modern variation on the traditional pearl with the use of colors, charms, metallic elements and styling. We also wanted to bring a new level of confidence to men when it comes to connecting with the feminine and beautiful aspect of pearls”, they maintain.
BUY: mini pearl necklace, by Polite Worldwide (see price).Sustainability plays a fundamental role both in the supply of raw materials and in the manufacture of its products. “We look for ecological alternatives in materials, components and within the production processes. We maintain ethical working conditions and encourage sustainable practices throughout our supply chain. We do not release waste, which means that we do not make more inventory than we have sold or that we have demand”, they explain. Hence they limit their collections, find ways to be as circular as possible, recycle and buy remnant fabrics, and use low-impact dyeing and printing processes. In addition, they support the local Los Angeles economy. “We are actively increasing local distribution in territories around the world and in incredible stores that allow our products to be closer and more accessible to people, which helps us reduce our carbon footprint with shipments”, they reveal. Their philanthropic works, to which they are actively engaged, include environmental restoration projects with their partners Lonely Whale and Coral Gardeners. "We are committed to living conscious lifestyles and encourage this sustainable way of living in our community," they add.
When designing, Christian draws from his mood and finds inspiration in the street, nature, culture, film and music. "He sketches or paints icons and characters that resemble a feeling or an experience that he wants to share, often incorporating symbolism or graphic words that share his ideas," they reveal. The informal luxury that characterizes him finds in the hoodies embellished with jewels and, especially, in the t-shirts, the blank canvas on which to create his universe. “The hand-painted Utopia T-shirt is the landscape of a place that he wants to offer people to escape, with the idea that we can create our own utopia by being more connected to nature, wherever that place is for each person. Being outdoors and more connected to the world around us helps us create the feeling of a utopian state of mind”, they explain about one of his designs. The figure of the bear, embroidered on one of his faded models, is also important to them: it represents comfort and confidence.
His future plans include continuing to develop meaningful relationships, launching products that people can connect with, making jewelry even more sentimental through his customization option, and continuing to collaborate with industry pioneers. "We hope to be able to guide and support other brands with our way of thinking, our values and our resources," they say. His footwear line will be released in 2022 in which sneakers play an important role due to the influence they have had on Christian's work over the years. Increasing its distribution as well as its online presence – through special projects and placing special emphasis on content, the offer of exclusive products and customer service – and, eventually, opening its first physical store are also among its great goals. For now, they are grateful: "we appreciate our growth and all those who support our journey along the way."
BUY: Teddy Bear T-shirt, by Polite Worldwide (see price).SUBSCRIBE to our newsletter to receive all the news on fashion, beauty and lifestyle.
Pearl jewelry that is anything but classic
18 PhotosBy María José Pérez Méndez
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