Cufflinks espouse centuries through various designs: art deco at the end of 19th century, extravagant in the period 1940-1950, eccentric in 1960 with Hollywood stars and whimsical today. However we are blessed with brands that buck trends and maintain style and sophistication in their own right, using materials like Mother of Pearl, Swarovski Crystal, Cats eye glass and semi precious materials like onyx, set in Pewter, Rhodium, silver or gold. And still they are innovative enough to be different, void of whimsical novelty. The value is in the product more so than the name, no matter how big the brand name, what value in broken or out of style cufflinks. There are plenty of names about that consistently deliver quality and innovation at reasonable prices.
Veritas Gifts is one such company that deserves praise for distinct styling and sophistication. From their earliest moments of exposure, Veritas stood for an assertion of exclusivity a conjuring of La vie deluxe, inculcated by a bravura use of style. With Mark Platt at the helm, having worked for Alfred Dunhill and Tiffany for many years is well grounded in the fine art of jewellery design and manufacture. Willing to buck trends and not stoop to whimsical notions sets his company apart from a swamped market.
Mark launched Veritas Precious Metal Design in Sept 2003. The first collection was launched at the New York Collective in July 2004, with the object of creating unique and
distinctive cufflinks in sterling silver and Rhodium Plate. The second Veritas collection debuted in New York 2005, featuring new enamel designs, which built on the strong theme of Swarovski crystals from the previous year. It featured the unique African Animal Collection, exquisitely carved heads of Lion, Rhino, Leopard and Onyx with safari coloured enamel fittings.
The company has gone from strength to strength on the back of their innovative approach to men's jewellery design. Already a major player in the corporate giftware market they also supply international fashion houses and selected online retailers. Regularly reviewing the way they do things and the materials they use, Mark recently introduced
naval lace cufflinks into his 2007 Autumn Winter collection.
Spare some time and take a close look at Veritas, judge for yourself, and while you’re at it have a look at Tateossian another innovator.
A Closing anecdote Swank Inc a popular designer and manufacturer of men's cufflinks were incorporated on April 17, 1936. When Cufflinks peaked in the 1960 they were making 12 million a year. Even though these were aimed at the lowest end of the market, retailing for an average of $2.50 a pair, that still adds up to a lot of men wearing cufflinks. These days the figure is closer to 200,000, but cufflinks are making a strong comeback with gross sales having increased consistently over the last ten years, while the French cuff continues to be the most prestigious type of shirt.
