October 18th, 2011

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:  getalchemy@gmail.com

October 18th, 2011

"Luxury industry has changed the way people dress.  It has realigned our economic class system.  It has changed the way we interact.  It has become part of our social fabric.  To achieve this, it has sacrificed integrity, undermined its products, tarnished its history and hoodwinked its consumers.  In order to make luxury “accessible,” tycoons have stripped away all that has made it special.”

–Dana Thomas author of Deluxe

October 18th, 2011

Contemporary

Contemporary art is defined as art that is produced during world war II to this present time.  Artists such as Dan Flavin, Jasper Johns, and Donald Judd defines this period.

October 18th, 2011

Geometric

Geometric art flourished in Athens during the 8th and 9th century.  This style is characterized by patterns such as triangles, zigzags, squares and the like. 

October 18th, 2011

Tribal

Tribal art is a style to describe artifacts and objects from primitive cultures

a process of transmuting a common substance, usually of little value, into a substance of great value.