When a woman is different, when she has style and shows esthetics and presence, she is irresistible – Teodora Grueva says, owner of Vladora Designs Ins.

For 14 years Mrs. Grueva has been living in Florida. The company carries out special presentations of jewels before selected clients. Female brokers, owners of hotels, beauty and fitness centers, women of means, purchase her articles. She also sells by catalogue. She has a showroom and her office is in Boka Raton. Since July 2004 she has an office and a shop in Bulgaria. “I have tried to put reasonable prices,” the business lady says. “The cheapest jewel is 40 and the most expensive is 300 BGN.”

Quite recently she made a jewel demonstration before the diplomats’ wives and the ladies from the International Women’s Club. The event was organized by Bulgarian Diplomatic Review magazine in Evropa Hotel in Sofia.

Mrs. Grueva, tell us about the latest trends in jewelry for 2005.
Vladora’s hit are the hand-made mobile phones with Swarowski crystals, the leather and metal bracelets and necklaces where symbols and letters chosen by the client are threaded. The message-bracelets are very interesting – they represent a small purse with a metal heart on which a personal wish is written. Particularly fashionable for the accessories are the cognac and purple colors.

What defines the quality of a jewel?
It is not only the price, but also who wears it. A jewel becomes expensive when it has a legend, which means that it was worn, for example, by Sofia Loren or Maria Callas.

What clothes and accessories must a woman have in her wardrobe in order to be always in fashion?
Styles come and go, they change all the time, but in certain nuances it remains the same. Most important is that a woman has the so-called vintage clothes. A coat for example from a dozen of years ago combined with a pair of new trendy boots creates a great style. This mixing is unique. And it is always the button, the belt, the buckle, the hair accessories, put in the right place that create the sense of uniqueness. Our grandmothers used to out their brooches on the jacket lapel and today Sarah Jessica Parker pins it on a cardigan combined with a pair of jeans.

The connection between the lingerie and jewels is very important. There is nothing sexier than the combination between nice lingerie and a choker. I was very honored by the presence of Lili Ivanova in my shop, who bought such necklace with Swarowski stones.

If a client comes to the shop and wants to choose a cocktail jewel, what would you recommend?
We have the so-called cocktail rings with a larger gem which are worn one at a time. I would recommend a ring with a colored stone – a sapphire, ruby, zircon. At the moment ultra-fashionable are the long multi-colored necklaces, joined with a brooch someplace along their length. We should not omit the pearls either. Salma Hayek lately has been wearing a black jacket with nothing underneath and a couple of lines of pearls. If the lady wants to look trendier she can also put the right hat on.

What about the business ladies?
The business lady will be peerless in a black striped tailored suit with a brooch or a rose on the lapel. A skin-color teddy under the jacket will underline the sex appeal. The skirt is of knee-length, and the scarlet nail polish is inadmissible.

You are an adherent of the sporty-elegant style. What is the latest hit there?
These are the drawings on jeans, pants, handbags. The combination between jeans and a baseball cap. In the spring – linen and lace, different types of jersey. For everyday – a fine scarf on an ordinary shirtwaist. Of course, hit are the leather strings and bracelets with pendants and initials. For the necklaces – butterflies, keys, hearts.

Do you plan to develop your business in Bulgaria?
I am planning to open a showroom for clothes and accessories of the brand Vladora Designs Ins. We will dress and advise clients on special occasions. The idea is the toilets to be unique. I envisage the opening to be in May.

Tatyana Petrova