Perception: The icon of Binder Jewellery

What makes a piece of jewelry an icon? A distinctive and timeless design, high-quality materials, and a strong story behind it. Binder Jewellery's "Perception" line is just such an icon. My personal take on the history of a brand and its development.

Design that stays in your memory

I didn't make up what an icon is. In the many press releases I receive from jewelry brands—both large and small—they often talk about "icons" and "iconic design." What does that actually mean?
Clearly, anyone who uses such words naturally wants readers to see exactly that in their jewelry—icons. So, to some extent, they're pushing consumers toward this idea—but not only that: There are, of course, countless examples of things we perceive as iconic.

They can be people, sayings, quotes, brand symbols, colors, designs... What they all have in common is that they've stuck in our minds. Perhaps because the iconic whatever-it-is was repeatedly shown and perceived in public, or because it was associated with a particular cultural moment. This is why icons aren't just artificially manufactured by marketing departments; they're often quite authentic. This is the factor of the strong history and emotions associated with the icon. Something like that isn't forgotten—or it's recognized again and again whenever it pops up again in everyday life. 

My story with “Perception”

I rarely write in depth about a brand, a piece of jewelry, or a collection—I hope so, because it's my goal not to come across as influenced or influenced, but of course that's not always possible. So let's at least try to be "authentic." 

After all, stories involving jewelry are always personal, and "personal connections to jewelry" are phrases we repeat over and over again in PR releases. That's not meant to be cynical. It's true. 

So, back to Binder Jewellery and "Perception." For me, the story of Binder Jewellery and "Perception" is especially special because I was able to witness the brand's launch in 2023—at a time that, as an editor in the jewelry industry, was still a kind of "launch." Since then, I have closely followed the brand's development and (hopefully) contributed a little through my editorial work to spreading Binder Jewellery's message to the world. 

When Binder Jewellery won the Inhorgenta Award in the "Fine Jewelry" category in 2023, right at the brand's debut, the whole thing had a real sense of "new beginnings." Here we go! Binder Jewellery is here and conquering the world! Joy, enthusiasm, and motivation are always infectious. Moreover, that year saw a double victory with its sister company egf. I was truly happy for both companies – and that's incredibly easy once you've gotten to know the guys and girls of the entire Binder Group. I deliberately write "guys and girls" because the entire Binder Group team is quite young and young at heart. I think Managing Director Nick Binder and I are only a year or two apart.

This also plays a role in my emotional connection to jewelry: the impression I get of the people behind the jewelry. My experience: everyone is incredibly nice, relaxed, and in a good mood. Approachable yet professional.

It's an interesting coincidence that Binder Jewellery's icon is called "Perception." During a conversation at the French Pavilion at Inhorgenta 2023, I showed a few ladies pictures of Binder jewelry. French women have very different tastes. 

I was intrigued to hear that the "Perception" design is "very German." What does that mean? Not absolutely delicate, very small, and delicate, as French women say they like, but very... Hmm, I can't remember the exact wording, and I don't like using the word "rough," although strictly speaking, it's probably the opposite of "delicate." Let's just say the "Perception" necklace has a positive, solid, concise feel. In English, it's often called "bold." 

The design appears clear, direct, straightforward, and unmistakable. No frills. If it's what our colleagues from France called "very German," then that's a distinction one can live with. I think so. I'm a bit proud of "Made in Germany" jewelry anyway, no matter who makes it. It's a beautiful cultural heritage that's cultivated here, and if it's perceived that way from the outside, all the better!

A design that speaks for itself

Binder Jewellery does so many things right with the "Perception" line. The design stems from the history of the Binder Group, which specializes in chains. That's why "Perception" is essentially a classic link chain, but at the same time it has a level of recognition that I can't explain. You'd think that a link chain is a link chain and you can't do much differently unless you're extremely virtuosic with shapes and colors. But apparently you can. Perhaps it's the 3D effect that the chain creates, which is also the reason for its name. The whole effect is down to the shape of the chain links and the polished gold, which makes the chain appear very wide at times and rather narrow at others. A good reason, by the way, to see the design in person when you get the chance.

I very rarely use artificial intelligence. For this article, I had the fun and perpexity.ai Asked: "What are the most iconic necklace designs?" The AI comes up with "pearl necklaces," "necklaces," and "chokers." Well, those are essentially styles of necklaces. Not the kind of iconic I was looking for. 

Then the AI tells me some brands. Things are getting warmer now. The "Serpenti" line from Bulgari, the "Alhambra" design from Van Cleef & Arpels, the "Love Necklace" from Cartier. 

Okay, those are real examples. Truly iconic. But what they all have in common is that a specific motif appears in the designs. Bulgari has the snake, Van Cleef has the clover, and Cartier has two simple, intertwined rings on a delicate chain. That's somehow different. For me, the iconic nature of these designs lies in the motifs used.

With Binder Jewellery, it's the overall look. The chain itself, as a whole unit, speaks its own language, even though it's uniformly composed of identical parts. I consider it a great art to endow a seemingly simple link chain with so much expression and presence. Admittedly, I've seen this jewelry quite often in my job. Nevertheless, "Perception" is, for me, the only classic link chain that has such a high level of recognition.

The journey of Binder Jewellery continues

Two years have now passed since Binder Jewellery won the Inhorgenta Award with "Perception." As an observer of the brand, I was particularly pleased to see that the jewelry was even featured on the red carpet at this year's Cannes Film Festival—worn by actors Eriq Ebouaney and Candice Maury. Of course, it was none other than "Perception." 

Eriq Ebouaney wore a bracelet, Candice Maury a necklace. I think "Perception" works particularly well as a bracelet and—warning, PR speak—makes a statement. But if it's right! The bracelet stands out, in a positive way. That's good. More reason to stay in people's minds.

Plus, the design is truly unisex, and I'm a big fan of that, too. Binder Jewellery produces the link chain design in various thicknesses, but you have to look closely to notice the subtle differences. It still plays a role in creating a harmonious overall look with the individual body shape of the wearer. 

In any case: The link chain design is perfect. Solid, timeless, versatile – as true icons should be. Available in yellow gold, white gold, rose gold, with or without diamonds. The link chain element is so recognizable that it was even given a sweeping, curved shape with the "Perception Loop" collection extension, and still bears all the hallmarks of Binder Jewellery, whether as a ring, earring, or bracelet, whether as a link chain or with just one link chain element as a highlight.

Good, clever design inspires me. That's why I'm excited to see how this story continues at Binder. Meanwhile, Lukas Grewnig, the designer of Binder Jewellery and has taken over the legacy of Jasmine Bouquerot de Voligny. Binder Jewellery not only boasts the craftsmanship that promises a product made to last, but also has a keen eye for its designers. That's why I wholeheartedly congratulate the company on its success and international presence—for example, at the Vicenzaoro in Italy and the Las Vegas Couture Show in the USA—and I'm delighted to continue following the journey of the brand—and its icon.