Platinum: Virginia Jeweler Embraces Platinum Jewelry & More

By Jorge He’s Got It!Jorge and Graciela Adeler’s Great Falls, Va., store is a true family affair: Daughter Valentina appraises and designs jewelry; her sister, Wendy, oversees marketing and philanthropy and manages ­e-commerce. Inventory is all custom, made with the help of seven full-time and three part-time bench jewelers.While Jorge has worked in all metals (silver, gold, and palladium among them), he embraces platinum for many pieces, including those in his new wholesale collection—a first for the 38-year-old firm. The more conservative Traditional line features faceted and cabochon cuts; the High Fashion line includes unexpected stones such as crystal quartz—an inexpensive gem many jewelers wouldn’t set in platinum.“I design by beauty—not by prestige or intrinsic value,” he says. “A stone could be only $500, but if beauty is there, I will put all the attention in

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