alchemy |ˈalkəmē| a process of transmuting a common substance, usually of little value, into a substance of great value.
The rise of the middle class in the 19th century Europe and the meritocracy, which came into full bloom in the 1980s, affects the kind of luxury we know today. At some point it seems that the zeitgeist of the 21st century is all about which brand carries what instead of looking at something for its aesthetic or artistic quality.
I interpret alchemy as a process of transformation, a transformation of something ordinary into something of great value. It can be something intangible (e.g. ideas and perspectives) or something tangible. Putting it into context, beauty is defined because the object itself is aesthetically pleasing. Another perception is that the object does not embody beauty but it is embodied in the eyes of the spectator. If its name were taken away, it would still be aesthetically pleasing. It is aesthetically pleasing not because of its name.
Since I am majoring in art history and not in fashion, I will treat these chains and charms as a work of art. Finding the right adornments that is right for you involve a very subtle alchemy.
For inquiries and price list please email: firstname.lastname@example.org