Our brand philosophy is deeply rooted in our country's rich cultural heritage and inspired by individual artists who have shaped the trajectory of modern art and architecture in Brazil. With this legacy as a foundation, we seek to infuse the spirit of Brazilian modern design and robust nature into every piece of jewelry we create. Brazilian modernist designers sought to develop a new and distinct style that reflected their identity, also incorporating international influences.
It is characterized by clean lines, bold and daring geometry, and a focus on form.
Another permanent idea of the brand, because of the use of precious materials, is that the design should be timeless. So as to make pieces that can keep their significance over time. When the designers began to evolve the idea of a jewelry brand they immediately asked themselves, “what can we bring to the jewelry world that would matter?" And the answer was kind of simple and directly related to their influences: the multicultural diversity present in their background. It is also with a sense of extravagant simplicity that every Prasi design is born.
Jewelry can carry emotional and heritage significance, as it often represents personal culture, traditions, and memories. Through wearing and passing down jewelry, individuals can maintain a connection to their past and express their emotions and values. This statement is intimately linked to the fact that the designers' memories of their mothers wearing jewelry have an important influence on their aesthetic and creative inspiration. It suggests that the emotional and cultural significance of jewelry, as well as its history and personal connections, always inform the designers' approach to their craft.
These memories coincide with a period when jewelry started to be less ornamental or status-oriented. In the seventies, it became more casual and the brand also wants to reflect that. It is about the connection to the body and about personality expression with an enhanced sense of wearability. Embedded in our DNA is also love for curves because of the sensuality of it and, as Niemeyer once said, "it is what you find most in nature". Although there is the use of straight lines, Prasi designs are never meant to be too sharp so they prioritize bold and yet soft-rounded finishes like the ones we find in 60s and 70s Brazilian furniture.
We produce the pieces in Italy, Brazil and Portugal. In Italy and Portugal, all gold and stones have conflict-free certificates. In Brazil we try to work with as much recycled gold as we can.