From Winnie Harlow to Kylie Jenner, the featured brands have been spotted on a number of A-listers around the world
The prestigious jewellery destination, Poison Drop, has officially launched in Dubai. Expect brands the likes of Marni, ACCHITTO, Gold&Roses and Ben Amun, which all take a unique storytelling approach to jewellery. More than just a platform to pick ‘what’s trendy’, the online destination rather is curated to tailor to diversity, personal style and beauty.
Here, Culture Hub Middle East sits down with founder and CEO, Andrey Migunov, to discuss self-expression, the platform’s evolution into an industry game-changer, and breaking traditional stereotypes.
CEO of Poison Drop, Andrey Migunov
What is your primary vision for Poison Drop and how has it evolved since the launch in 2013?
In 2013, we noticed the new designer jewellery segment was about to flood the market. Prior to this phenomenon, there were high-end brands, cheap fast-fashion jewellery, and nothing in between. Designer jewellery became the new wave in the market
Poison Drop is the industry game-changer. We demonstrated that the concept of jewellery now extends way beyond the ideas of superiority or luxury. Jewellery today is a light and inspiring fashion adventure that is easy to embrace. It is an adventure of discovering your unique combinations and showcasing your personal style.
Gigi Hadid in Natia X Lako
In the designer jewellery segment, there are fewer big-name brands compared to traditional high-end jewellery. Instead, there are many niche designers with their visionary collections, unique styles, and true authenticity.
Our mission is to discover talented creators all over the world and unite them in a community. Meanwhile, our customers follow us because we have positioned ourselves as a savvy stylist who makes adopting trends easy and effortless; an expert who can curate jewellery, unearthing and recommending the best pieces.
Kendall Jenner in Eshvi
Poison Drop is not only a retail, but also a media company. We shape awareness and excitement which eventually lead to intent and, finally, to purchase. This sets us apart from the marketplaces and most other e-commerce projects which customers visit in search for something specific. We help our customers shape their desires, wants and needs, and they trust us.
Poison Drop started ten years ago as an online jewellery department store as it was the most efficient way to start a business. However, we soon realised that our client needs not only digital, but also a physical experience. After opening the first brick-and-mortar location in 2017, Poison Drop started growing exponentially.
Who are the designs most suitable for?
Poison Drop is the ultimate destination for trend-forward jewellery that caters to any gender, style, mood, and occasion.
Our clients are open-minded and willing to experiment with their style, willing to stand out, to express their inner-self through jewellery and fashion. They are attentive but not overly concerned with how they look; they are self-confident.
Our clients pick jewellery and clothes not because of the big name on the label, nor because of some celebrity wearing the very same piece. They know what suits them most, what speaks to them. They are also attentive to the brands’ values and tend to pick designers who share their outlook.
With inspirations from around the world, Poison Drop stays fresh and innovative. What is the biggest jewellery trend you think we’ll see on the platform this year?
Picking just one signature trend isn’t exactly our cup of tea. In 2023, crystals, layered jewellery, green colour, and agendered dark fashion aesthetics are going to be important trends.
Miley Cyrus in Acchitto
For us, the biggest ‘trend’ is freedom; absence of strict rules and stereotypes. One can mix fine and fashion jewellery, different brands and styles to show their personal vision and express their inner self.
What are the brand’s core values?
More than anything, we value beauty in people and environments. We exist to support peoples’ pursuit of beauty through authenticity, perceptiveness to anything new and different, and the courage to be uniquely themselves. We exist so our clients can surround themselves with beauty, hear more compliments, and celebrate life every day.
We value diversity on every level. From our selection—in Poison Drop you can find jewellery for any style, mood, and occasion—to our communication with the audience. We inspire people to experiment with their style and express themselves in new ways. Click here to shop.
Lead image: Winnie Harlow in Misho. All images courtesy of Poison Drop.
