Editor’s Note
This article explores the rich family history behind the Spanish jewelry house Suarez, from its humble beginnings in 1943 to its international expansion. It is a story of legacy, resilience, and craftsmanship passed through generations.
The story of the jewelry house Suarez is a family saga, with tragic plot twists, successes, epiphanies, and, of course, love. The beginnings of the Spanish jewelry house date back to 1943, to a 20-square-meter shop-workshop in the old part of Bilbao. “In 1974, its founders, Emiliano Suárez Faffián and his wife, Sara, died in a traffic accident,” recalls Giovanna de Peverelli, a jeweler with the firm since 1991. “Their two sons, Emiliano and Benito Suárez, under 30 and with great courage, drove the growth of the house first in Bilbao and then in Madrid,” adds De Peverelli. In Madrid, they opened the iconic store at 63 Serrano Street in 1982. Today, in its third generation, it has 62 points of sale and a policy of international expansion into markets such as Mexico, Portugal, or Saudi Arabia. “We are still very young compared to other international firms,” assures De Peverelli.
They have managed to connect with new audiences through special collections: such as the one inspired by the Mexican artist Frida Kahlo, the reinterpretation of amulets, or the collaboration with Spanish artist Okuda San Miguel. In 2010, they launched the brand Aristocrazy, with a more carefree spirit.
One of the pillars of their design is the Sur Mesure service, the creation of custom pieces.
From 1992 to 2008, they completed over 5,000 such commissions; when they resumed the Sur Mesure service in 2018, they did so with a more modern touch but with the same spirit. Suarez integrates new technologies into design without losing the artisanal essence.
Client interaction is fundamental.
On the first visit, notes on the client’s preferences are gathered; on the second, the client chooses from different sketches.
If the piece requires a specific diamond or gemstone, the house’s gemologist searches for the raw material in international markets.
Sustainability is crucial:
Times have changed, and the client profile has too.
Each piece of jewelry condenses feelings, and to achieve this work as emotional goldsmiths, they care for every detail. The process, involving the designer, the gemologist, quality control personnel, and the 3D team, can last between 5 and 12 weeks, depending on the difficulty of the selected raw material. The Suárez family personally selects and purchases the stones, ensuring that diamonds, gemstones, or pearls meet their rigorous quality standards. In fact, 99.5% are discarded.
Among ring models, the classic three-stone style triumphs: with a central stone and two side stones. The neovintage and art déco styles attract a clientele that associates these styles with Suarez.
