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IN LA Magazine, February 20, 2006
by Sam Maisner
Bling! Hephaestus sets a new standard for jewelry design (especially for men).
There was a time when men's jewelry meant simplicity. Although his designs are for men as well as women, Hephaestus (names for the Greek god of blacksmiths and jewelers) owner Jef Timms says men are now opting for more daring designs. "Trends have change dramatically over the last few years —men are starting to wear jewelry again, thank God," he says. "Men have shied away from wearing jewelry, and if they've worn something, they've worn a single commitment ring or if they're married, a wedding band. Now, men are starting to purchase pieces for themselves, like a secondary ring with maybe a few scattering of diamonds. The whole style has changed as well, it's not just white diamonds anymore, it's yellow diamonds, black diamonds and brown diamonds have become a huge success here in the desert."
Timms credits this new interest in better men's jewelry to an increased awareness of things like skin and hair care among men, and once again gay men are leading the way. "Gay men have always been on the forefront of fashion, but straight men haven't really followed it as much."
Timms likes to involve his customers in the process of his creations, from design to final product. "When most people go into a jewelry store, they have no earthly idea what is behind creating a piece of jewelry, from taking it from a design stage to a wax stage, where you actually make a physical wax of the end product, and then based on their approval or alterations to that, it's cast and the pieces are set together with diamonds or whatever stones, and polish and clean," he says.
From his La Plaza location, he believes what really sets his store apart from others is his unique one-of-a-kind designs. "The gallery has a wonderful selection of men's and ladies pieces, but the mainstay of the business is custom, one-of-a-kind originals. If you go into a mall jewelry store, you'll see much the same rings year after year. My clients dictate, demand that I have much more fresh ideas, and that I reinvent myself on a yearly basis, just like a clothing designer. You won't come in to the store and see the same pieces year after year.
Above all, Timms believes jewelry should be a reflection of the individual. "Beauty and individuality, as well as uniqueness. We as individuals are unique, and so should our jewelry. It should be a reflection or ourselves."
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