Within the world of high jewellery, where tradition and innovation must continually evolve, Sartoro Genève has established a design language that feels quietly distinctive. Founded by brothers Saro and Arto Artinian, the family-led Maison has built its reputation on a deeply considered approach to craftsmanship, one that values emotion, movement and individuality alongside technical precision.
As Co-Founder and Creative Director, Saro Artinian sits at the helm of the brand’s creative identity, shaping collections that feel at once architectural and fluid. Raised in an environment where gemstones, design and artisanal expertise formed part of everyday life, his perspective on jewellery has always extended beyond adornment, instead viewing each piece as a form of wearable art shaped by both structure and sentiment. Today, that philosophy continues to inform Sartoro Genève’s evolving design language, where contemporary forms are brought to life through meticulous stone selection and an unwavering respect for traditional craftsmanship.
With the Middle East remaining a key market for the Maison, Artinian reflects on the interplay between artistry and engineering, the importance of timelessness in a fast-paced industry, and what it means to design jewellery that resonates long after fleeting trends have passed.
Sartoro Genève was founded with your brother Arto and carries both your names. How has that partnership shaped the Maison’s identity and creative direction over the years?
Arto and I complement each other in a way that defines Sartoro. While I focus on the creative vision and design, he brings strategic oversight and business development. This partnership has allowed the Maison to balance artistic freedom with disciplined execution, shaping a brand that is both visionary and consistent in its identity.
Where did your passion for jewellery come from and what are your memories of jewellery from when you were young?
My passion stems from growing up immersed in gemstones and craftsmanship. Throughout my life, jewellery has been more about artistry. I vividly remember watching stones being examined and set, the precision and care involved; these early experiences instilled a deep respect for both the beauty and the craft behind every creation.
What does that first sketch represent to you emotionally and creatively before a jewel begins its journey?
The first sketch captures the purest form of inspiration, of an unfiltered emotional and creative impulse. It is where ideas exist without limitation, where emotion is translated into shape and line before technical constraints are applied. It’s the emotional blueprint of the piece.
Sartoro pieces often feel architectural yet fluid. How do you translate movement and emotion into something as precise as fine jewellery design?
Architecture provides structure and balance, while fluidity brings life and emotion. I observe how light interacts with surfaces and how a piece moves with the body. By applying precision in design and execution, we allow a sense of natural movement to emerge, so the jewellery feels alive while remaining impeccably crafted.
Stone selection is clearly central to your process. What do you personally look for in a gemstone beyond technical perfection?
Beyond cut, clarity, and colour, I look for presence and character. A gemstone should have a unique character, something that captivates at first glance and complements the design’s narrative.
Sartoro is known for authenticity and innovation. Where do you believe true innovation still exists in high jewellery today?
Innovation in High Jewellery is evolving through technique and perspective. It exists in reimagining how stones are set, how movement is incorporated into design, and how traditional craftsmanship can be interpreted for the modern woman. True innovation respects heritage while pushing boundaries.
What is the biggest challenge that you face in the industry today?
The pace of the market is a significant challenge. While trends move quickly, High Jewellery demands time, precision, and patience. Preserving the integrity of craftsmanship in an industry often driven by immediacy is a constant responsibility.
Tell us about the Sartoro Genève in the Middle East and what is next for the brand in this market?
The Middle East has a profound appreciation for fine jewellery and an understanding of craftsmanship. Our focus here is on deepening client relationships through private experiences and timeless collections, while expanding our presence in a way that reflects the Maison’s values and vision. We see long-term growth and engagement in this market.
In an industry often driven by trends, how do you ensure Sartoro Genève creations remain timeless rather than momentary?
We design beyond seasons. Timelessness comes from creating pieces rooted in emotion, balance, and craftsmanship. If a piece remains radiant years from now, it has achieved its purpose.
What has been the most technically challenging piece you’ve designed, and what did that experience teach you?
Our transformable High Jewellery pieces pushed the limits of engineering and precision. They reinforced that true innovation must serve the design’s beauty and wearability, and that collaboration is essential in translating complex ideas into reality.
How do you want women to feel when they wear Sartoro Genève jewellery?
Empowered and confident. Our pieces are designed to celebrate uniqueness and presence.
Looking ahead, what would you still like to achieve with the brand?
To further establish Sartoro as a Maison synonymous with integrity, craftsmanship, and creativity, while building a legacy that inspires future generations and continues to innovate without compromising authenticity.
How would you describe Sartoro Genève in one word?
Intentional.
By Lindsay Judge
