The Beauty Behind Elegance’s Nom Nom


Words such as simplicity and style go hand in hand with mentions of Elegance Jewellers. This Joburg boutique chain specialises in jewellery and accessories carefully crafted and designed to echo the ethos of this 51-year-old business: glamour.

This is echoed when you look at their in-house-designed creations under the banner Nom Nom. Elegance Jewellers creative director, Oresti Mavrodaris is a firm believer in creating one’s reality, often finding inspiration in the simplest ways. From the decor and design of each store to the delicious cups of coffee served while you wait, there’s an impressive attention to detail when it comes to Elegance.

Nom Nom

Speaking about the creation of Nom Nom, Oresti explains, “Daily life is my muse. So, for sentimental reasons, I wanted to attach a nostalgic jewel to a chain and I used what might just be the world’s strongest string to ‘float’ it from the necklace. The result is bespoke, quirky, chic. This being Johannesburg — with its restless collective eye on the spy — I had two million compliments in the first five minutes, followed by requests for similar charm necklaces, and I knew we were onto something.”

The end result is Nom Nom, an Elegance Jewellers in-house charm necklace and bracelet jewellery line that’s become the hottest thing in Joburg with stars such as Susan Sarandon flying in just to grab her very own Nom Nom accessory.

Nom Nom

Nom Nom presses all the right buttons: the use of string evokes a practical African aesthetic that’s simple but glamorous. Nom Nom fans are part of a globetrotting style tribe — Nom Nom is now worn everywhere from Australia and Canada to the UK and Italy with clients able to be part of the design process as each piece is unique and custom-designed for the individual.

nom nom

Nom Nom also underscores Elegance‘s take on business, which is above all driven by its namesake — elegance. “I personally like the fact that we‘re exporting to Italy, a country celebrated throughout the world for its jewellery design and its uncanny ability to build a brand out of the seemingly nonsensical concept of ‘Italian gold’, particularly as it’s often South African gold from which it built that very brand,” Oresti says.

Nom Nom is available from all Elegance stores in Gauteng.

Sandton City
+27 11 784 0047

Grand Boutique Melrose Arch
+27 11 684 1380

Bedford Centre
+2711 615 5357

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