Much like LUZ, every line and curve of a tattoo is placed just so, to convey a meaning and story. Throughout the ages it has symbolized inclusion into a group, spoken messages deciphered by those with the code and in the “know”: It could mean a mark of royalty for King George V or a symbol of achievement for Japanese gang members in 10000 B.C. For individuals today, it is a way of letting people know what they stand for, what they love and equally what they hate.

Kat Von D a modern day outcast and pioneer, her tattoos are visible to the outside world, but the true meaning and relevance is disclosed only to a select few. She is the scribe who takes the minutes of other people’s lives, telling their stories through pictures. Her body is an encyclopedia of her life’s experiences depicted through tattoos.

The intricacy and hidden meaning of LUZ suits Kat’s sensibilities. Speaking in volumes when worn, every line whispers a secret. The complex nature of emotions is expressed through the intricate form of LUZ. The meaning of LUZ is something which grows with you, that you carry and reinterpret over time.

Source: Gasoline Magazine featuring Kat Von D accessorized in LUZ. Prose, Sura.

The high priestess of Thebes, Maori tribe, the Yakuza Japanese mafia and Eve Salvail are all inextricably bound together by the same line of expression. In 3300 B.C, a mummie named Otzi was discovered with blue dots and symmetrical lines in the lumber region and his ankles. Here we are presented with the ancient birth of tattoos.

The synesthisia of tattoos represents the act of speaking without words. The human canvas beckons the needle. The ink lies waiting to be discovered by a lover or in some cases an anthropologist thousands of years later.

Much like LUZ, every line and curve of a tattoo is placed just so, to convey a meaning and story. Supermodel Eve Salvail sought to shave her head and tattoo the whole of it with a Chinese mafia dragon,  attracting the attention of Jean Paul Gaultier and Japanese mafia alike.

Eve joins the journey of LUZ jewelry – Innately complex, with each line and curve sculpted to express an emotion and meaning. Bold and edgy, the world of rebellion and individual expression isn’t made for everyone. Just the way we like it.

Source: Inked Magazine featuring Eve Salvail, accessorized in LUZ, November 2009. Prose by Sura.

Houman Jewelry Design’s LUZ is more than just a jewellery collection; it has its own emotional range.

HOUMAN OMIDIFAR, on the island of Coronado near San Diego, puts a lot of feeling into his jewellery designs. He describes his latest collection, LUZ, as “a love story set to the cycle of 12 emotions, some dark, such as Breakup and Anger, and others more uplifting, such as Lust, Obsession and Enigma. ” Each piece is designed to reflect the emotion for which it is named. For example, rubies represent passion in this collection; therefore they are set into Enigma, Flirt and Lust. The Anger pieces, on the other hand, incorporate raised surfaces denoting scars. Obsession’s circle of black and white diamonds embodies “the insatiable nature” of this emotion.

Omidifar says his aim as a designer is “to create items that are not typical, but represent pieces of wearable art. There is a story behind each piece and a great deal of passion and love has gone into creating them. They are individually handmade and not mass produced.”

Omidifar was born in Iran, where his father operated a jewellery store, but he has

also lived in the south of France and later in Canada. Certain of his destiny. Omidifar was single-minded in pursuing his passion. He studied jewellery arts at the George Brown College of Applied Arts and Technology in Canada, which he believes is the best technical jewellery school in North America. After working briefly for a retailer in Nantucket, Omidifar started his own wholesale business in 1998, quickly earning a reputation for his high level of quality and craftsmanship. During this time, he won an award in a Platinum Guild International design competition.

In 2000 Omidifar relocated his business to San Diego, to affluent Coronado Island, where he opened a design/retail/manufacturing outlet. He designs – using 3D CAD technology – and manufactures on the premises, while clients look on through glass walls. “There are large windows from the retail store, to the design studio, to the production area,” says Houman Jewelry Design marketing manager Sura Al-Naimi.”Every person who arrives at the store is able to see everything happening from the front of the store. People are surprised that everything happens in one location, as so much is made overseas. It adds authenticity to the collection and gives the consumer an experience that they don’t normally get.”

A light at the end of your journey

Omidifar’s latest design is the LUZ black diamond engagement ring, an edgy departure from tradition. A caviar-black diamond presides as the centre stone, complemented by two carats in pave set black diamonds in a three-band combination. Red rubies punctuate the cornerstones. “This black contrasting with light represents the multifaceted nature of love,” says Omidifar. Best of all is the name: LUZ is Spanish for “light.” The LUZ engagement ring then, symbolises the light at the end of the journey as well as the love between two people (or the light returned from the diamonds). The inside of the ring is engraved with: “you are my LUZ” (“You are my light”).

LUZ designs can be made from any desired metal, from sterling silver up to platinum “The range of metals we offer allows us to provide LUZ at different price points,” he says, “The labour, quality, gems and craftsmanship that go into making a silver ring are identical to what go into making a gold or platinum ring. If someone falls in love with LUZ but cannot afford the platinum ring, they can have it in gold instead, or in sterling. We cater to current market conditions.” This combination of unique design and flexible pricing helped LUZ make a distinct impression on buyers at Baselworld in March, where the company exhibited for the first time. “I am confident that there is nothing like LUZ in any jewellery story where it is carried,” says Omidifar.” It does not follow a trend, but rather, is setting a trend. It has its own path and destination.”

Everything happens on-site

Houman Jewelry Design has grown steadily since it was founded, with the current momentum propelled by the LUZ collection. LUZ has quickly become the

boutique’s best seller, gaining a slew of national press coverage, serving as accessories at NewYork and Miami Fashion Week, garnering commissions from the Rock and Roll Hall of Fame, and gracing the hands of A-List celebrities such as Rosario Dawson, Slash, Kidd Rock, Susan Sanderson, Michael J. Fox and Cuba Gooding Jr.

Because of its uniqueness, the LUZ collection is being marketed as a niche product, not just in one market, but in various markets internationally to select retailers, according to Al-Naimi. “Our business is sustainedby creative drive,” says Al-Naimi. “We want to surprise and engage our clients.”The collection can be seen, for example, at Neiman Marcus locations in Las Vegas and Coral Gables.

Next on the drawing board for Houman Jewelry Design is the LUZ watch collection. Stay tuned. [Carol Besler]

Source: World One,  September 2009, By Carol Besler

Envy Magazine has tagged, the bold and to the point LUZ cross pendant as a sizzlin’ must-have for the summer. Available in Sterling Silver, 18K Gold, Platinum, with black or white diamonds.

Source: Envy Magazine, July 2009

LUZ [pronounced 'loose'], meaning ‘light’ in Spanish, was featured in the LVM ‘Ice, Ice, Baby’, shopping guide. The LUZ Engagement Set is a custom-made piece of wearable art with each intricate line and curve cast to play its role in the LUZ love story.

Ergonomically designed for a couture fit, the three interlocking bands are pave` set with 2 carats of diamonds. Rubies, a symbol of passion punctuate the cornerstones – a signature detail of the LUZ collection.

Source: LVM, August 2008.

Looking for The One? Look no further than LUZ. A fabulous emotion-inspired collection by renowned jewelry designer Houman, whose creations have earned him a Platinum Guild Award, creating one-of-a-kind, thought provoking jewelry is in this Coronado California based entrepreneur’s blood, (his parent also owned a luxury jewelry store in Massachusetts, where he grew up.) LUZ, launched in February 2006, encompasses a line of luxe yet edgy rings, necklaces, earrings and bracelets. Each piece is named after, and tells the story of, the cycle of emotions one experiences during the course of a romantic relationship: Love, Cheat, Breakup, Alone, Anger, Secrets, Flirt. Lust, Obsession, One, Enigma and concluding with an engagement ring. A hopeless romantic, Houman believes all love stories, including LUZ, should have a happy ending. The stunning Enigma ring represents the “Iove at first sight” stage of romance. This white gold ring comes at a price of $6,500 and is layered with a unique combination of white and black diamonds, meant to express the duality of dark and light. This setup of contrasting diamonds allows the ring to be worn four different ways, making the Enigma diamond ring one of the most unique pieces on the market. Wear alone or with the matching Enigma bracelet, priced at $28,700, This set will be sure to impress that special someone.

Source: 944, August 2008, By Sarah Doust

Love Story

It you’re a lover of love, then you’ll be a lover of theLuz Collection. Launched in 2006, this line of jewelry is themed around the cycle to love. Created by Houman Omidifar and made with distinct, top quality craftsmanship, the Luz Collection fuses art, fashion and tine jewelry. The elegant rings, bracelets, necklaces and earrings are a craftsman’s showcase-made with platinum, 18k white and yellow golds, sterling silver, rubies and diamonds.

Each intricate piece is designed to express a different complex emotion. Take the Love ring, for example, Which features a square design and sets the tone tor the entire Luz Collection. Its four comers represent the four sides to being in love. The rubies symbolize passion, and there’s a heart design on both sides that is unmistakable. Ironically, the most popular Luz piece is the Breakup ring. It was created by cutting the Love ring in half and twisting if until the hearts disappeared. A diamond line that runs through the center suggests a clean break-and since diamonds are the hardest substance, there is no turning back.

The other rings in the Luz Collection are Alone, Anger, Cheat, Enigma, Flirt, Lust, Obsession, One and Secrets. Slash of Guns N’ Roses, Sammy Hagar and Cuba Gooding Jr. have all been spotted donning pieces from the Luz Collection. Most recently, Elton John purchased the Breakup bracelet (pictured here) and two Enigma rings. Luz jewelry is sold in Las Vegas at Neiman Marcus in the Fashion

Show mall. Call 702-731-3636 or visit luzstyle.com.

Source: What’s On Magazine, July 2008.

SAN DIEGO-Every retailer knows the marketing concept behind Journey diamond jewelry- that with every step, with every stone, love grows.

At the heart of Journey is a story that is easily digestible for consumers. And although there are buyers who know what they want upon laying their eyes on it, there are others for whom a story, or a personalizing, connecting thread, closes the deal. Many designers have clued into this personalization trend, sometimes in unconventional ways.

San Diego-based Houman Jewelry Design, for example, recently launched the “LUZ” collection at Neiman Marcus in Las Vegas. The line features rings and other pieces designed to convey love’s various states-including some of its less cherished ones, such as anger, lust and breakup.

“There’s not a single person who can not relate to one of those emotions,” says designer Houman Omidifar, also the company’s president and founder. “I was trying to come up with something edgy and sexy and that deals with the reality of life.”

Narrative aside, the pieces stand on their own, with richly embellished designs crafted in platinum, 18-karat gold and sterling silver. In fact, Omidifar says, the LUZ story is sometimes not told to customers until as much as 30 minutes into a presentation, after the designs have lured them in. “About 90 percent of the sales are people who are extremely attracted to the designs” Omidifar says. “The story is the icing on the cake.”

The first piece in the collection is “Love,” a square-shaped ring whose design was inspired by the four cornerstones of a relationship: love itself, passion, desire and boundaries. The edges are smooth, and rubies scattered at the four corners signify the passion that is a part of being in love. The “Breakup” ring, by contrast, one of the most popular in the collection, is an edgy, sharper-edged piece that is the Love ring turned inside out and, as the designer says, “cut in half.”

Additional pieces such as “Cheat” and “Alone” finally give way to “Luz,” Spanish for “light,” a style that can be formed into a wedding set. As the company states, “All love stories should have a happy ending and LUZ is no exception.”

Source: National Jeweler, July 2008, by Catherine Dayrit

LUZ Collection featured in Rock & Roll Edition of extraordinary shopping magazine, Want. Coined heavy metal with a twist, unconventionally sexy, the LUZ Breakup bracelet, Lust and Flirt rings are show stoppers for any occasion.

Source: Want Magazine, March, 2008.

Most rings are signs of everlasting love, but LUZ has taken this meaning a little further. Each ring represents an emotion or phase of a relationship, including Love, Cheat, Breakup, Alone, Anger, Secrets, Flirt, Lust, Obsession, One and Enigma. Cheating and anger aren’t exactly emotions that you want to be remembered, but the gorgeous platinum, 18K white gold, 18K yellow gold, and sterling silver jewels with pave set rubies and white and black diamonds are pretty enough to make you forget. It’s a boy’s ideal gift to his girlfriend when he obviously screwed up.

Source: Fashion Week Daily March  14^th 2008