Éthera's starting point is the idea of ​​moving beyond making jewelry merely an aesthetic object and associating it with emotion and experience. For you, what makes a piece of jewelry "beautiful," and beyond that, what gives it meaning and character?

Éthera is a brand built on the energy of stones. We design jewelry based on the energy the stone carries, the emotions it evokes in the wearer, and the connection it creates. Each stone, with its unique energy, evokes a different emotion; some deepen feelings of closeness and attraction, some highlight inner strength and courage, some provide tranquility, while others suggest a brighter and more joyful state of mind. Therefore, in the design process, we start not with the question of "which stone looks more beautiful?" but rather "how should this piece make you feel?" We believe that this relationship is precisely what truly gives a piece of jewelry its character. When energy, color, form, and personal meaning come together, the piece ceases to be merely a beautiful object on the body; it becomes part of the wearer's life, mood, and, over time, their own story. At Éthera, what we want is for our designs to not only be visible, but also to feel more and more a part of the wearer over time. For us, beauty is not just something that is seen; it is something that is felt and personalized.

At Éthera, we see the use of contrasts such as structure and softness, simplicity and depth together. How do you establish this balance in the design process?

Gaudí's approach, "there are no rigid forms in nature," resonates deeply with us in this sense. Jewelry is not an object independent of the body; it is something that lives on the skin, moves, and feels like a part of it. In our designs, we prioritize flow over sharpness, organic lines that harmonize with the body, and a sense of movement. We want a piece not only to look beautiful, but also to integrate with the body when worn. Contrasts also play an important role in Éthera's design language. This is not just a visual preference; the influence of our inner connection with Sufism is very strong. In Sufism, considering something together with its opposite often makes its meaning more visible. Light and shadow, hot and cold, existence and nothingness… Instead of choosing one of these two extremes in our designs, we prefer to bring them together. Because it is precisely in this integration that the form becomes more interesting, and the jewelry ceases to be merely an aesthetic object and begins to carry an idea.

You mention the idea that the brand's designs "move with the body and integrate with the wearer over time." How much does how a piece of jewelry will look on the body and how it will age determine the design process?

We liken it a bit to perfume. Just as the same perfume doesn't smell exactly the same on every skin, jewelry doesn't live the same way on every body. The tone and chemistry of the skin can make the color and sparkle of the stone appear different; even the relationship the metal has with the skin can vary from person to person. Therefore, the same piece can acquire a completely different character and energy depending on the person wearing it. We believe that one of the things that makes jewelry so personal is precisely this: the design comes from us, but it finds its true identity together with the person wearing it. The person's style, daily rhythm, movements, and how they use the piece also transform the jewelry over time. The color and energy carried by the stones are also part of this relationship; what is important for us is that this energy becomes one with the user through a connection they form with the stone, rather than being an externally imposed meaning.

You say that each piece is inspired by a story and designed by the Éthera family. How does the process of transforming a story into jewelry unfold; does an emotion, a stone, or a form emerge first?

For Éthera, the starting point is often emotion and energy before form. Sometimes a stone, sometimes a color moves us, but usually a feeling or idea we want to express emerges first; the design follows. Our first design, the In Frame collection, was born this way. We wanted to express the idea of ​​looking at the same thing from different perspectives, of meeting at the same point with different viewpoints, through a frame. For our first piece, we placed stones of two different colors and cuts and connected them with a frame: the garnet was based on the meaning of Lal's name, and the emerald on the meaning of Zeynep's name. The powerful and vibrant energy of garnet and the more balanced and rejuvenating feel of emerald, all coming together in the same form, perfectly encapsulates the world of Éthera.

We are curious how Zeynep and Lal's diverse backgrounds nourish Éthera's creative language. How does the convergence of two different perspectives in the same design reflect on the brand's identity?

Éthera's creative language is actually fueled by the convergence of two different disciplines. Zeynep's background in industrial design brings a strong technical perspective on form, proportion, materials, production, and craftsmanship, while Lal's London-based experience in fashion and marketing provides the brand with a broader visual world, cultural references, and storytelling. One considers how an idea will become reality, the other how that idea will feel as part of a world. This balance is directly reflected in our designs. Zeynep meticulously constructs the form, structure, and manufacturability of a piece, while Lal shapes its emotion, energy, and place within the Éthera universe. One builds the piece itself, while the other envisions how it will be seen and felt. That's precisely why, at Éthera, technical precision and intuitive creativity are not separate; they are two complementary parts of the same whole.

In the founding story of Éthera, you mention a conversation that began in Istanbul and evolved into a creative partnership. What led you to the point of saying, "We must do this together," in that initial conversation?

We realized that we had both been feeling the same thing for a long time. For about two years, we had been in the more defined and repetitive routine of corporate life; we both wanted to create a world that contained more color, emotion, and creativity. At the same time, we saw a gap in the jewelry market: on one hand, there was fine jewelry with exorbitant prices, and on the other, more superficial alternatives that didn't carry the character and feel of the real stone. We believed that another space was possible between these two. That's exactly where the idea for Éthera was born. We wanted to create a more accessible yet still special jewelry world by combining the color, energy, and unique character of real stones with micron gold-plated silver and a strong design language. That evening, we weren't so much creating a brand as we were describing the world we wanted to see. The ideas complemented each other so naturally that at some point, saying "we have to do this together" became almost inevitable.

On the craftsmanship side, you particularly emphasize traditional techniques and handwork. How does the individual hand-setting of each stone represent a stance against today's fast-paced, mass-production approach?

At Éthera, craftsmanship is an integral part of design. The individual hand-setting of each stone, the shaping and masterful completion of every detail by hand, gives our pieces not only aesthetic appeal but also a true character. For us, value lies not only in the materials used but also in the care and craftsmanship applied to those materials. Therefore, maintaining patience, precision, and mastery throughout the production process of each piece is crucial. Combining traditional techniques with a contemporary design language is also one of Éthera's strongest points. Our understanding of timelessness stems from this; we want to create jewelry that is well-designed, well-made, and retains its value over the years, even becoming more special with the person who wears it.

Does a piece of jewelry being "unique" for you simply mean producing only one design, or does the personal meaning it acquires for the wearer also make the piece unique?

For us, being "unique" isn't just about producing a single design. Each piece has a thought and creative intention from our perspective; however, this meaning doesn't remain constant once the jewelry enters someone else's life. The person who chooses it, the person who gives it as a gift, and the person who wears it all add their own memories, emotions, and experiences to the piece. Thus, the same design can acquire a completely different meaning in a different life. There may be no difference in form between a ring given as a gift by a lover and a family heirloom passed down from a grandmother; but the feeling it evokes is entirely different. We believe this is precisely what makes a piece of jewelry truly unique: the story initiated by the designer transforming in the life of the person wearing it, gaining new meanings over the years, and ultimately becoming a personal and lasting piece that can be passed down from one generation to another.

In your brand, the idea of ​​jewelry being part of the “daily rhythm” is striking. Why is it important to you that fine jewelry goes beyond being an object worn only on special occasions and becomes a part of everyday life?

One of our main starting points when founding Éthera was to bring the beauty and energy of real stones beyond special occasions into everyday life. Therefore, we combine natural stones with micron gold-plated silver; while preserving the feel and craftsmanship of the jewelry, we aim to create a world where the pieces are more accessible, more comfortable to wear, and naturally integrated into daily style. With this in mind, we design our pieces to complement different moments and combinations throughout the day. Because for us, the true value of jewelry isn't just about wearing it on a special night; it's about seeing it as a part of your home in the morning.

Éthera's "as good as it looks" approach establishes a connection between visual beauty and feeling. What is the first feeling you want a piece to evoke in the wearer the moment it's worn?

The first feeling we want to create the moment you put on a piece is actually a very personal familiarity: as if that piece of jewelry has always belonged to you. We want it to first catch your eye, then transform into something else on your skin. The color, light, and energy of a stone can sometimes reveal courage, sometimes serenity, and sometimes a small but noticeable vibrancy throughout the day. For us, "As good as it looks" isn't just an aesthetic phrase. We love that the beauty of a piece of jewelry begins when it's looked at, but is completed when it's worn.

The fact that the names of the two founders refer to emerald and garnet, respectively, is also quite symbolic. Was the direct inclusion of your names and personal stories in the brand identity a conscious choice?

Actually, it wasn't conscious at all; on the contrary, we were quite surprised when we realized it. The way the names of the two founders intersected so naturally with two different precious stones was a surprise that truly made us smile at first. We interpreted it as a sweet coincidence of fate. Perhaps that's our favorite part: it's not a symbol that was later constructed or added to the brand story. It appeared spontaneously when we were founding ÉTHERA, and it's as if the brand gave us a small hint about its own story from the very beginning. It's one of those details that still makes us smile when we think about it today.

You say you want an Éthera piece to still hold meaning in its owner's life years later. What kind of story should a truly timeless piece of jewelry have for you?

We believe that a truly timeless piece of jewelry shouldn't have just one story; it should be able to acquire new meanings according to the life of the person wearing it. Because everyone's memory, relationships, turning points, and the bond they form with a piece are different. The same piece of jewelry can evoke a new beginning in one person, and a loved one in another. Similarly, the energy of the stone resonates differently from person to person; some feel strength in a stone, some serenity, and some imbue it with a much more personal meaning.

In Éthera's future, what new areas do you want to explore while preserving the emotion- and craftsmanship-centered language the brand has established today?

One of the areas we are most excited about in Éthera's future is being able to carry the emotion- and craftsmanship-centered language we have established today to different worlds. The energy of natural stones, strong craftsmanship, and personal connection will always remain central to us. With Éthera L’Homme in particular, we aim to bring a quieter, stronger, and more refined interpretation to men's jewelry. We are working on pieces that can truly be worn in everyday life but still possess a strong identity, using more masculine proportions, simple yet characterful forms, deeper-toned stones like onyx, black spinel, and smoky quartz, and materials like silk cord. For us, the men's collection isn't just about creating more masculine versions of existing designs; it's about reinterpreting ÉTHERA's world of energy, color, and meaning from a different perspective. We also want to develop personalization and new stone combinations. We see growth not just as producing more products, but as opening ÉTHERA's world to different characters and lifestyles.