It was founded in March 2021 by Zuzana Bastian and is one of many platforms and business initiatives bringing jewellery into the expanding NFT industry. It was pioneered by the art industry (remember Beeple’s $69.3 million auction sale in March 2021?) and is now being investigated by fashion. Asprey, a British jeweller, recently announced a cooperation with Bugatti to launch its first NFTs, with ambitions for clients to order sculptures and one-of-a-kind items “fused with NFT technology,” according to a news release.
During the epidemic, Ms Bastian, who is located in Vienna and is a chemist by training, realized there had to be a better way to dress and look fashionable during the hours of Zoom meetings she had each day. After discovering digital fashion in 2020, she began to speak with designers and discuss the potential of blockchain, the metaverse, and the benefits they may provide. She stated that she began working on the notion of a platform or marketplace where you could find virtual jewellery and fashion items that are worn in augmented reality, mixed reality, and virtual space.
Jevels (the “v” stands for “virtual”) made its debut on October 18 with three pieces: a mask, a pearl necklace, and a set of earrings. Ms Bastian has self-funded it, with her sister serving as a business consultant. It now includes the work of nine designers and a total of 21 pieces: a combination of digital and physical, which means the artwork exists in both real life and online. Prices range from $10, including Ms Bello’s work, to $495, with payments accepted via standard ways (credit card or PayPal) or chosen cryptocurrencies.
The designs are produced in limited editions. Upon purchasing, owners receive digital images of their items, the format required to communicate 3-D data, and a link to a Snapchat filter that allows them to “wear” their freshly purchased accessories. Ms Bastian stated that augmented reality works well with Snapchat, but it is also compatible with apps like Zoom, Google Meet, and others.
There is also a $398 “The Metaverse Starter Set for Style Lovers” available, which includes thorough instructions on how to claim and utilize virtual jewellery and what the firm refers to as their physical siblings, items to wear in real life.
According to Ms Bastian, clients frequently purchase the first NFTs they encounter because of their usefulness.
She moved between eight designs in a recent Zoom interview: five sets of earrings, a necklace, a mask, and a headpiece. Some of them shone, while others changed colour. They all walked in lockstep with her and were very lifelike. She explained that the designs are created for Zoom users who want to wear something unique.
Ms Bon, a 37-year-old self-employed design developer from the Netherlands, has been interested in and active in the crypto area for some time, enthused by the potential she saw. When she learned about Jevels, she was already a fan of Alterrage, and she now has over 200 NFTs, which are a mix of fashion and art. When it comes to NFTs, there is a lot of discussion regarding whether the resale market will increase the value of the inventions. Ms Bon believes that Jevels’ designs are too fresh from having that type of appeal. Furthermore, when you purchase an NFT, you become emotionally attached to it. Our brain sees it as an item we own, and we form a link with it.
