Pure Craftsmanship: MENĒ
24K gold and platinum investment jewelry brand MENĒ released the first video, capturing the quintessence of its creations
The black and white video shows the exquisite craftsmanship, required for MENĒ jewelry creation: from a meticulously drawn sketch to final touches made with precision by hand. The brand invited filmmaker and creative consultant Andy Putnam to put the vision of MENĒ into its first short video. Previously the Korean-American filmmaker had collaborated with Elle Magazine, V Magazine, Haute Living, Caudalie, Urban Decay among other brands, finding inspiration in stories people live and exploring beyond the surface to discover what’s hidden within. With signature elements of his style, Andy Putnam visually presented what makes MENĒ jewelry so special and timeless: human energy, exceptional craftsmanship, and the purest gold and platinum.
Jewelry house MENĒ is on the mission to give customers the most out of gold and platinum in their purest state—in the same form that these precious metals are found in nature. The brand defies the myth that jewelry cannot be crafted from pure 24 karat gold due to its softness, also shifting the perceptions and introducing unique practices to the American marketplace. MENĒ promotes transparency, selling the jewelry by the gold and platinum weight value plus a design and manufacturing premium, which is never more than 20% of the precious metal value at the time of purchase.
黑白影像展示了MENE珠宝创作所需的精湛工艺:从精心绘制的草图到最后精确的手工制作。该品牌邀请了电影制片人和创意顾问安迪·普特(Andy Putnam) 将MENE的愿景放入其首个短片中。此前，这位韩裔美籍电影人与Elle杂志、V 杂志、欧缇丽(Caudalie)、衰败城市(Urban Decay) 等品牌都有过合作，在人们生活中寻找灵感，透过表面探索隐藏的故事。凭借其风格的标志性元素，安迪·普特南呈现了是什么让MENE珠宝如此特殊且永恒: 人的能量、杰出的工艺以及最纯粹的黄金和铂金。