Behind the brand name
The process of naming Elle Forma wasn’t a simple one. Countless hours were spent exploring names and available options. We were lucky enough to engage the help of Lauren from De Marque Studio for our branding and web design. With her thoughtful insight, we narrowed down the name to Elle Forma and never looked back.
So, what does Elle Forma mean?
Elle: meaning ‘she’ in French. This word pays tribute to the pursuit of femininity in our jewellery. It also represents our founder’s name and her daughter.
Forma: referring to a shape, form, pattern or mould. This Latin word signifies the underlying process of change associated with anything creative. In our case, jewellery and gemstones.
Elle Forma is our interpretation of jewellery that has been reimagined from its core form. The point where femininity meets form.
It can be said that the basis of any jewellery piece is an initial ‘forma’, one which changes through various fabrication techniques. An ancient method that caught our eye early on is the art of lost-wax casting, in which a design is carved in jewellers wax before being cast in metal. To us, this concept captures how a design’s original form evolves into an elegant keepsake.
Elle Forma is our interpretation of jewellery that has been reimagined from its core form. The point where femininity meets form. Just as a jewellery piece embarks on a journey from its initial to final form, there also exists the journey of that piece with its wearer. Whether it be an heirloom, a gift to mark an occasion, or a ‘just because’, there is always a unique and evolving story of how that piece came to be.