During my recent trip to NYC, I paid a visit to the stunning FALLON showroom on the Upper East Side located next door to one of my favourite stores in the city, Fivestory. I spent a lovely afternoon with the captivating Dana Lorenz, who founded this extremely popular costume jewellery brand back in 2008.  Originally having had trained as a painter, she subsequently entered the world of fashion and jewellery. FALLON’s affordable and exuberant pieces fusing elements of fine jewellery and popular culture quickly gained media attention and a cult following.  Along the way, she has made custom pieces for Beyonce, Rihanna and Madonna, as well as designing runway collections for several notable fashion brands. With many exciting projects in the pipeline, Dana is constantly growing and evolving as a jewellery designer.  Stay tuned for Dana’s upcoming exciting collaborations with different contemporary artists!

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When was your brand founded and where is it produced?

FALLON was founded in 2009 and it is produced in the US and Korea.


What are the distinguishing traits of your jewels?

FALLON is derived from an admiration of traditional themes in jewelry while the collection designs come from a rejection of that traditionalism. Stones are clustered in modern and aggressive ways. Collections are built around a process of layering and collecting to build a unique style and a jewelry wardrobe.

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What is your creative process?

I’m not someone that goes traveling and all of a sudden the collection is about Capri or Istanbul. I collect ideas every day. I have an arsenal of visuals of things that I love, whether it is vintage pieces or movie stills, or an image of Winona Ryder in the 90s. Sometimes creating one single piece sparks the whole of the collection. This season is was the leather wrap choker.

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What is your earliest memory or experience of jewelry?

My great aunt Helen mixing amber beads with a Van Cleef necklace. She was truly a pioneer in high and low.


How did you begin working as a jewellery designer?

I collaborated early on with Proenza Schouler and other designers and did some projects with retailers. Vogue called for an interview and I didn’t even have a proper “collection” or assortment yet. It just happened and thankfully things worked out!

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Was there ever any option in your mind other than making jewellery for a living?

Yes. I still think anything is possible in life and you never know what is around the corner. For a very long time I wanted to be a painter and I even have an MFA in painting. I adore animals and work very hard to be mindful and I donate time and money protecting them. One day perhaps I will work more deeply and solely for conservation efforts. Right now, the true love is jewelry.


Where do you find your inspiration/influences? What are you obsessed with right now?

I find inspiration everywhere. Im obsessed with scouring through old Interview magazines from the 80s and 90s and also Vogue Paris during that time. Elle France with Gilles Bensimon. 70s fine jewelry ads. You know, you sort of have to turn off your smartphone to truly become inspired. There is too much info happening all of the time.

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What are you currently working on?

I’m working on some fun partnerships, some things I am not allowed to discuss but will be very major next year!


What must never be forgotten when designing a jewel?

Power and comfort.


Was jewelry always an important part of your style?

Yes always. I have always dressed in uniform – white blouses, grey trousers, cashmere cardigans. – I’m actually quite conservative when it comes to garments. The strands of pearls and earcuffs and stacked rings are the way I communicate.

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How would you describe your personal style, and do you think that your collections directly reflects that?

Yes, I truly believe your garments should whisper and your jewels should sing.


How much do you think one can tell from a woman’s own collection of jewelry?

One can tell a lot about a woman by her jewelry collection. A signet ring and pearls speak to a traditional upbringing,

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Do you love pearls as much as I do? Leave me a comment below! Thank you!


I am extremely happy to announce that my new jewelry book – GEMOLOGUE: Street Jewellery Styles & Styling Tips – is now on Amazon. I’m so excited. It’s the first book of its kind solely dedicated to jewellery. 

You can sign up for GEMOLOGUE newsletter below and I also share  jewellery on InstagramTwitterFacebook  and Youtube if you’d like to connect, or feel free to say hello

GEMOLOGUE jewelry blog by Liza Urla is a celebration of fine, fashion and vintage jewellery featuring talented jewellery designers, trendy urban street style, exclusive interviews and rare jewellery reviews. This jewellery blog’s goal is to encourage and educate about jewellery online in a fresh and original fashion to inspire women and men across the globe in a fashion and travelling context.

Jewellery blogger, writer Liza Urla, the founder of GEMOLOGUE, is a London-based and NYC-educated gemologist, who has travelled to and lived in many countries. She is now one of the most influential digital jewellery tastemakers. Her jewellery influence has been acknowledged by Financial Times, The New York Times, Vogue and Harper’s Bazaar.

*Styling and Art Direction by Liza Urla. All photos belong to GEM Kreatives for GEMOLOGUE.

Material on this website may not be copied, broadcasted or adapted without written consent.

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