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In the psychology of luxury, there is a fine line between joy and a feeling of guilt. It is on this line that the jewellery giant Klenoty Aurum built its success, with its legendary slogan, ‘Jewellery is not a sin’. It gives a quiet permission to indulge in beauty, transforming the act of purchase from a whim into a deserved expression of self-care. It is this ability to deeply understand human desires that is the key to the seventy-year story of a brand that has accompanied generations of people in celebrating life’s milestones.
Although Klenoty Aurum has its roots in 1956, its modern story began with the arrival of the entrepreneur Rony Lori, who breathed a new soul into the company in 1997 and built an empire from just eight stores. In recent years, his daughter Hanny Lori has also become involved in the business – from her position as marketing director, she is bringing new energy into the business, shaping its dialogue with the future. Thanks to this harmony, Klenoty Aurum is able to understand the wishes of all its customers.
To step into a Klenoty Aurum store is to enter a world of endless possibilities. On the one hand, the doors open to the latest international trends, thanks to renowned names such as Gucci, Tommy Hilfiger, Michael Kors, Movado, and Swarovski. These bring a touch of luxury to everyday life and are the perfect accessory for any occasion. They offer pieces that perfectly accentuate the wearer’s personality, whether for a business meeting or an evening with friends.
On the other hand, there is the realm of high jewellery and original collections in gold, silver, and diamonds, which are born from a seventy-year tradition of craftsmanship and trust. This is jewellery that becomes not a possession, but a legacy – pieces one chooses not for a single season, but for a lifetime. The authenticity of each one is guaranteed by international certificates and an official hallmark. It is these lines that represent the true heart and artistry of the brand. They hold a timeless value that stands as a counterpoint to fast fashion cycles.
This range is complemented by services that make a purchase a true experience. The loyalty programme unlocks access to exclusive prices, birthday discounts, and other benefits that transform a one-off purchase into a long-term relationship. It is a level of care that confirms that at Klenoty Aurum, you are not just a customer – you become part of their family.
This ability to build deep relationships is evident – for years, Klenoty Aurum has associated its name with the biggest Czech icons, from supermodels Táňa Kuchařová and Simona Krainová to biathlete Gabriela Koukalová and hockey legend Jaromír Jágr. For this year’s seventieth anniversary, however, a conscious shift is taking place. The face of the new campaign, shot by the internationally acclaimed photographer Marcel Gonzalez-Ortiz, is the actress Hana Vagnerová. Her personality embodies a dynamism and authenticity whose energy and story go beyond superficial beauty.
This new chapter is best symbolised by the sophisticated jewellery collection named Hana – jewellery for you. It is designed as an elegant bridge between generations: young girls will find their first iconic piece in it, while women will find a timeless accessory that enhances their style. It is an invitation to discover, and proof that even after seventy years, Klenoty Aurum is a place where stories are born and life’s moments are celebrated. So whether you are looking for your first diamond, an elegant watch, or just a small gift for yourself, here you will find a story that is waiting to become a part of yours.
For more details visit klenotyaurum.cz