Diamonds that carry stories
For many of us, jewelry is not just an accessory we add to our looks. It is a record of moments, stories, symbols of connection with those we love. We choose jewelry that resonates with our emotions, we keep our grandmothers' wedding rings, we wear pendants associated with personal events. Jewelry accompanies the most important moments of our lives.
It was from this deeper look at jewelry that Kamni emerged – a Ukrainian brand that started with minerals and today works with natural diamonds and colored stones. Kamni has just completed the rebranding process, implementing internal changes in a new identity. The rebranding was a logical continuation of the path the brand has been taking in recent years. And this fall, Kamni will open its second boutique in the center of Kyiv.
We spoke with the brand's founder, Alina Reutova, about the meanings encoded in each Kamni element, transformation through aesthetics, and the power of jewelry.
Rebranding is always about change. What was the main internal impetus for updating Kamni right now?
Rebranding is not just about the logo or colors. It's about an internal transformation. I felt that I had changed myself. What was created a few years ago no longer suited me today. The brand has grown, and I have grown with it. Therefore, this update is not just about the visuals. It's about new energy, a new approach, new feelings and values.
What does our new monogram symbolize?
These are two letters K, merging into one as a symbol of wholeness and balance. But if you look closely and turn the logo over, you will see an hourglass. A sign that true beauty is timeless. Our jewelry is not created for a season, but forever.
About timeless jewelry. How do you manage to combine relevance and eternity in design?
Our jewelry design is not about fleeting trends, but about things that remain eternal. It is thanks to this approach that Kamni jewelry looks relevant even after many years.
Kamni has gone from minerals to diamonds. What does this transformation mean to you , both as a brand and personally?
Minerals were our first breath. They inspired us to create jewelry with soul. But over time, an inner need to do more emerged. And then diamonds came along.
This was a transition to a new level for the brand. We began working with the most demanding materials, creating things that carry emotion and timeless aesthetics.
For me personally, it was very important. Kamni has always been a reflection of my inner state. And when the brand grew to diamonds, I felt that this was my inner leap. I became bolder, more demanding of myself.
Each Kamni piece of jewelry is no longer just an accessory, but an expression of an idea, philosophy, and values. Which Kamni piece of jewelry do you think best embodies the brand's DNA? One that can be called iconic or even collectible?
For us, Kamni's signature product is the engagement ring. It has everything: excitement, love, sincerity, the beginning of a new story. We put a lot of attention and love into each Kamni piece of jewelry. But the engagement ring is truly special. It's not just a piece of jewelry, it's a life-changing moment. And knowing that Kamni accompanies people at such a moment is incredibly touching and responsible. Every time our clients send us photos of their engagements, we rejoice with them. It's about real emotion, and it's moments like these that inspire us the most.
When you create a new piece of jewelry, what is your priority: form, history, symbolism, or all of them together?
When we make a new piece of jewelry, everything is important to us: the form, the history, and the symbolism. The form should be clear and pleasing to the eye. And the history and symbols add soul to the jewelry, make it special for the person who wears it. It is the combination of these things that allows us to create the same masterpiece.
What has changed for you as the founder of the brand in recent years? What challenges have become points of growth?
The last few years have changed a lot for me, both as a person and as the founder of the brand. Opening a boutique in Dubai was a big step forward and at the same time a real test of endurance. Launching our own production is also an important stage. It's not only about quality, but also about freedom: we can implement our ideas exactly as we feel.
I learned to be flexible, to accept change, but at the same time not to lose myself. And I realized that a brand is not just about jewelry. It's about you, your condition, your energy that you invest.
Now we are on the verge of another serious step – opening a new boutique in the heart of Kyiv. And for me this is very important.
Which Kamni jewelry products are currently the absolute bestsellers? What do your customers choose most often and why, in your opinion?
There are pieces of jewelry that sell out immediately, before they even hit the display window. But most often, the customer chooses something very individual. Kamni has many things that resonate with human values. That's why everyone has their own bestsellers.
Do you feel the impact of global jewelry trends on the local market? What aesthetics or shapes are resonating most noticeably right now?
Global trends, of course, have an impact, but each market has its own character. Minimalism and naturalness are very popular in Ukraine right now.
How have the tastes of Ukrainian customers changed over the last 5–10 years?
Tastes have become more conscious. People are no longer just chasing fashion, they want something that suits them. They choose carefully: they look for ideal proportions, color, purity. We see this every day: customers are more interested in details, they want to know everything about the stone. And this is great, because we are helping to find “the one” that is not just beautiful, but the right one for them.
You talk about things “decades ahead.” What do you think is the secret to lasting emotional and visual design?
I think that long-lasting design is when you don't get tired of a piece of jewelry. It becomes a part of you. You don't have to think about what to pair it with, what to wear it with. You just wear it and it's always appropriate.
There is a belief that modern jewelry is not about status, but about emotion. Do you agree with this? What role do you think jewelry plays in a person's life today?
Of course: jewelry is about emotions. About love, about memories. We especially feel it when men come to us and choose jewelry for their loved ones with such trepidation and love, specifying every little thing. For them, it is important not just to give a gift, but to convey feelings and emotions. And this is what makes jewelry truly valuable.
And finally: about the new boutique in Kyiv. How will it differ from others — in aesthetics, atmosphere, experience?
We are opening this boutique at home, and it is very special for us. But the Kamni style will remain the same as it is known: recognizable, aesthetic, with the same attention to detail. We tried to preserve the atmosphere, so that everything is about beauty and pleasant sensations.
