Jovana Djuric, a Serbian artist and jewelry designer, has been crafting exquisite pieces for ten successful years. Now based in New York City, Jovana feels her journey has just begun, as her inspiration continues to flow endlessly.
Jovana studied sculpture at the Faculty of Applied Arts in Belgrade and has transformed this passion into creating unique rings and earrings. For the past few years, she has lived and worked in New York, earning the admiration of the local audience through her dedication and hard work.
Her rings, inspired by travel and freedom, resemble the wings of a bird in flight. Jovana believes these are the most essential forms of human existence. Her exceptional quality and creativity have attracted collaborations with renowned designers like Givenchy and Tiffany. For Jovana, living a unique lifestyle is crucial, and it shines through in her everyday creativity.
Unveiling the Vision: The Artistic Journey and Philosophy of Jovana Djuric
Jovana Djuric’s journey as an artist and jewelry designer is marked by curiosity, resilience, and a passion for creativity. Born in Former Yugoslavia, Jovana grew up with a desire for learning, constantly seeking and exploring. When her world changed, she bravely moved to the United States to pursue her art career and education. This journey laid the foundation for her unique artistic vision, influenced by jazz and moments of self-empowerment in the bustling city of New York.
Jovana’s love for change and transformation is central to her work. This fascination began in her favorite school subject, chemistry, where she enjoyed experimenting and identifying compounds. This interest in how fire transforms metal led her to jewelry design. Her creations blend science and art, making her work truly unique.
The vision for Jovana’s luxury jewelry brand reflects her life and beliefs. She sees everything as interconnected and unified. This belief is evident in the beauty, dedication, resilience, and care she puts into her work. For Jovana, true luxury isn’t about money; it’s about deep awareness and following the right path for the benefit of all beings. Her work is driven by self-awareness, care, and mastery of her craft.
For Jovana, true luxury in jewelry design is about intention. It’s about being connected, self-aware, refined, caring, and knowledgeable. When these qualities are present, her work is seen as luxurious: refined forms, precise execution, and traceable materials. Luxury is about the story and integrity behind each piece, ensuring authenticity.
Jovana’s designs are driven by core values of authenticity, courage, beauty, and freedom. Her creative process begins with a question: What new experiences can we uncover? These experiences, though subtle, are deeply liberating and self-aware. Jovana constantly seeks to understand herself better and heal from ancestral trauma and societal patterns. Her pieces are infused with these intentions, offering wearers a reminder and ally for life. Each piece encourages the wearer to explore their inner world and embark on a life-changing Heroic Journey.
Journey & Inspiration
“Curiosity has always been my biggest ally and driving force. From an early age, I was captivated by the world around me, wanting to understand and engage with it through the act of creating. Nature, with her intricate forms and exquisite designs, has been one of my greatest teachers. Her ability to solve functional tasks while creating objects of unmatched beauty and precision continues to inspire me.
I stay inspired by reconnecting with myself daily through meditation, journaling, and drawing. Traveling, visiting museums, and experiencing the work of other artists—whether painters, architects, poets, or choreographers—also fuels my creativity. However, my deepest inspiration comes from moments of silence and inner rejuvenation, where I connect to the Source or Muses.
This year marks my 10th Anniversary, a significant milestone in my career. It’s a moment of deep gratitude for the journey and all the experiences that have led me here. Starting out, I faced the challenge of realigning my expectations of growth. I had to shift my mindset from wanting to build a large company quickly to focusing on the quality and impact of my work. I overcame these challenges by delving into my motivations and staying true to the essence of my craft.
My personal life is deeply connected with my professional work. My beliefs, ideas, and mottos inspire my collections and shape my communication strategies. A seemingly insignificant yet impactful moment occurred while waiting for a train in New York City. As I looked at my wrist, I felt a deep urge to create something meaningful to wear. This experience highlighted how much my designing process involves listening to my body and responding to its messages.
Balancing personal and professional life is seamless for me, as they are almost one and the same. Outside of jewelry design, I find joy in singing, meditating, doing ceramics, and taking flamenco classes. These activities feed my soul and keep me grounded.
Staying motivated and focused involves committing to my tasks and creating space for work. The more I focus, the more it supports itself, allowing me to remain in a state of creation. Taking short breaks to listen to classical music helps refresh my mind and keeps my energy flowing.
This holistic approach to life and work ensures that I remain passionate and dedicated to my craft, continuously drawing inspiration from the world around me and within me”.
Professional Insights
“Running a jewelry design business today involves more than just crafting beautiful pieces. My day begins with a morning routine of movement, meditation, and journaling. Following this, I hold team meetings with my partner to discuss ongoing projects and schedules. My daily work includes dedicated time blocks for designing new collections, managing sample production, handling PR requests, and maintaining direct communication with clients, which I find incredibly rewarding.
The creative process for me can take several different paths. Sometimes, it starts with a single piece of jewelry inspired by a specific shape. I begin by carving this shape directly into green jeweler’s wax. Once the wax model is complete, I cast it in silver or bronze, polish and finish it, and wear the prototype to evaluate its feel and determine the next steps. Often, this initial piece becomes the seed for a new collection, leading to further development of the idea.
With a background in sculpture, I have a deep appreciation for working with bronze. Its hardness and deep earth pink color resonate with me. Bronze is also cost-effective, allowing me to work on a larger scale and be more expressive. For final pieces, I love working with Sterling Silver and 18K Yellow Gold. Silver’s gentle, moody, and fresh qualities make it a pleasure to work with, while gold’s robust solar energy is life-affirming and powerful.
Ensuring the quality and uniqueness of my designs hinges on staying true to myself. I constantly ask if my work reflects my feelings and what I want to see in the world. Does it feel right as I carve the wax and shape the piece? Loving what I see and staying authentic to myself is crucial. Quality comes from holding high standards and knowing when something is done right.
One of my favorite pieces is the ring Horus N2. It captures the essence of my design sensibilities, with its curves and proportions instilling a sense of freedom in me whenever I look at it.
Working with Givenchy was a profoundly inspiring and grounding experience. Traveling to Paris and reporting to Ricardo Tisci provided a magical glimpse into the inner workings of a big brand. It prepared me for establishing my own brand by living up to extremely high standards.
My jewelry is a direct expression of my being, a sort of download from my experiences and surroundings. While no one directly inspired my work, I am influenced by the world around me and the modernist tradition of seeking new ways to connect with the world based on our interconnectedness”
Business and Future Vision
Evolution in the Luxury Jewelry Market and Adaptation
“Since I entered the luxury jewelry market, I’ve witnessed significant changes, especially in recent years shaped by global events like COVID-19. There’s now an intensive awareness of what truly matters in life. People increasingly prioritize experiences over mere products, which I find inspiring. This shift has prompted me to broaden my approach, integrating education and community involvement into my work. I’ve launched initiatives focused on teaching jewelry making to underprivileged children, with plans to extend these opportunities to adults. For me, true luxury lies in offering meaningful engagement and learning experiences, not just products to consume”.
Future Vision of Luxury Jewelry Design
Looking ahead, I envision the future of luxury jewelry design evolving towards more sustainable practices and deeper connections with consumers. There’s a growing demand for transparency, craftsmanship, and ethical sourcing. I aim to lead by example, ensuring my designs reflect these values while pushing boundaries in creativity and innovation.
Upcoming Projects and Collaborations
Exciting developments are underway, particularly through expanded collaborations with major retailers across the United States. Stay tuned as we unveil new projects that embody our commitment to craftsmanship, quality, and community impact.
Closing thoughts
I hope my jewelry evokes a deep connection with one’s primordial self—the untouched and sterile essence that we sometimes forget. My intention is for each piece to resonate and remind wearers of this deeper sense of self, bringing them closer to their core.
My legacy in jewelry design lies in the shapes I create and my unwavering commitment to beauty and refinement. Some of my creations endure in metal, lasting beyond my lifetime, while others are fleeting moments, like passing clouds against sunny skies. What matters most is authenticity and truthfulness in every piece.
“UniUkiyo” represents a unique lifestyle centered on presence and authenticity in every moment. It guides both my personal and professional life, reminding me to be fully present and truthful in everything I do. When I embrace this lifestyle, I find that life reciprocates with abundance and meaning.
Instagram JOVANA DJURIC / Horus Rings (@jovanadjuricnyc) • Instagram photos and videos
Website Jewelry for Your Inner Warrior – Jovana Djuric
