Enamel-accented spiritual and mystical symbols comprise this firm’s signature style
After a previous life as cofounder of fashion clothing line Rebecca Taylor, Beth Bugdaycay and husband, Murat, founded Foundrae in New York City in 2015 to make modern heirlooms instead of contemporary attire. Bugdaycay designs vintage-inspired styles influenced by Victorian jewelry in 18k gold with enamel and gemstones that highlight mystical and spiritual symbols that speak to protection, strength, wholeness, karma, and dreams. She started the company to “feed her soul,” she tells JCK, and to use symbols like arrows, pyramids, and stars to inspire women to action. “I use symbols to express that we all have the ability to change and the capacity for growth,” she adds. “It’s sentimental and meaningful but powerful.” Bugdaycay relies on second- and third-generation trained artisans to make her 18k gold pieces in New York City, which aim to become modern heirlooms and part of the wearer’s daily wardrobe, just like her garments.
Jewelry designer Beth Bugdaycay
Starting retail price: $280 in 14k gold
Accounts: Three in the U.S., including Barneys, and one overseas, including Idun Loor in Geneva
Trade fairs: None to date
Retailer buy-in: A minimum of 10 pieces across three styles—necklaces, rings, and medallions
Contact: Beth Bugdaycay, NYC; 646-745-6831; Foundrae.com
Hollow Star ear cuff in 18k gold, $450
Dream Cigar band in 18k gold with Champlevé enamel and 0.01 ct. t.w diamonds, $2,850
Petite Protection Stationary necklace in 18k gold with Champlevé enamel and a 0.015 ct. diamond, $1,750
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