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JScott in the press

Precious art' of raw diamonds at J. Scott in Beaver Creek
Beaver Creek jeweler hosts trunk show with work by Colorado artist Todd Reed
 


 
A ring designed by jeweler Todd Reed, whose pieces are going on display in Beaver Creek.
A ring designed by jeweler Todd Reed, whose pieces are going on display in Beaver Creek.
A ring designed by jeweler Todd Reed, whose pieces are going on display in Beaver Creek.
Special to the Vail Daily
BEAVER CREEK, Colorado — Consumers are catching on to the latest jewelry buzz, one that dates back millions of years. Raw diamonds have taken center stage this year, bringing eco-friendly, artistic appeal to the fine jewelry arena. 

This weekend Colorado artist Todd Reed is bringing his designs to J. Scott Jewelers in Beaver Creek for a trunk show. The show runs from 10 a.m. Friday through 8 p.m. Monday at the store's Beaver Creek location, near the ice rink. 

The new designs are raw, sparkly, sexy and totally courageous, according to Ali Fehr of J. Scott Jeweler.

Reed is at the forefront of what he calls the “raw elegance” movement and has been creating his jewels around raw diamonds for the past 15 years. 

“There are certain ad campaigns, such as, ‘She'll like you at a half carat, but she'll love you at a carat,' that prompted me to make this line of jewelry,” Reed said. “This would be a line of jewelry that really did use the most perfect diamond in the world, the actual raw diamond. Uncut, unpolished, natural, perfect geometry. That was around 1994 when this idea really started to take off.”

Reed sets these one-of-a-kind stones in oxidized sterling silver and 18-karat gold, creating everything from simple wedding bands to elaborate art brooches collected by many of today's avid art jewelry connoisseurs. His work has been featured in many coffee table books, countless magazine articles and exhibitions across the country. 

“I love these stones,” Reed said. “I use them because each and every stone has individual and unique characteristics. I've always felt this was a great alternative to the traditional diamond industry and something women of style and discernment could relate to with ease. When I started this, the rough crystals were regarded as a material with no value but since we treat them as precious art, the consumer has responded in kind.” 

Raw diamonds occur naturally in every country in the world. Todd Reed, Inc. constantly strives to find the most unique rough diamonds in the world. Including diamonds from Reed's home state of Colorado where he lives and works managing a studio of nine employees. 

For more information about the show, call 970-949-7020.

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