In an eyewear market flooded with logos, bling, bells and whistles, Austrian artist Sigmar Berg had a vision..in every sense of the word. It came to him nearly a decade ago when a trend-setting eyewear retailer invited him to design a new store with a simplicity that would put the glasses in the spotlight. As the shop took shape, it occurred to Berg that perhaps the glasses and not a logo—even in a meticulously crafted line of prestige glasses—should be the focus of a collection.
That vision quickly evolved into the now-Santa Monica-based Beryll, an upscale European accessories brand. The line, which now includes some sharp vintage-y belts and unisex silver jewelry, has made its mark with the fashion elite (Bon Marche in Paris, Lane Crawford in Hong Kong, Selfridges in London, Dantone in Milan, Le Form in Moscow, Adam et Rope in Tokyo, Bergdorf Goodman in New York, Ron Herman, Maxfield, American Rag and Tracey Ross in LA) and Hollywood royalty (Angelina Jolie, Brad Pitt, Demi Moore, Lenny Kravitz, Sarah Jessica Parker, Drew Barrymore, Juliette Lewis, Aerosmith, Kim Basinger).
Berg, in unison with journalist wife Petra Berg, divide their time between their family in Malibu, fine art photography and the increasingly buzz-worthy line that’s architectural to the core with a small but highly focused offering of glasses that depend more on the individuality of the wearer than the brand aspect (the tiny plus sign is subtle but makes its point). What makes the line investment worthy is the pure quality of “building” materials that go into the glasses and craftsmanship. You can experience it in its full glory by visiting www.beryll.com with photos that are as sexy, sleek and stunning as this new power couple.
This week, a lucky reader will receive a sleek pair of sunglasses from Beryll.
Winners will be randomly selected and notified February 25, 2008.
US only. Rules
