Il se réinvente sans perdre son âme

He reinvents himself without losing his soul

Ath Yenni jewelry

In the workshops of the village of Ath Yenni, about forty kilometers south-east of Tizi-Ouzou, money, red coral and enamel meet under the fingers of craftsmen to give birth to jewelry of beauty that continues to charm.

From ancestral opulence to contemporary elegance, the jewel that comes out of the workshops of this locality hanging on a mountainside, and renowned for its traditional goldsmithery, reinvents itself without losing its soul.
This artisanal heritage, transmitted from generation to generation, has known over the decades a subtle but essential moult to adapt to economic realities (high of raw material) and the desires of customers, while preserving its authenticity.
The traditional pieces, known for their imposing size, including majestic necklaces, large fibulae and massive bracelets encrusted with large coral cabochons and decorated with enamels with flamboyant geometric patterns, have gradually gave way to less imposing but just as elegant pieces.
“The evolution of lifestyles and the need to adapt to a purchasing power have prompted craftsmen to innovate while preserving the soul, the authenticity, and the handmade manufacturing method of the jewel,” said the APS Mr. Madjid Ogal, from the fifth generation of jewelers from his family.

Met in Ath Yenni, where he holds an exhibition stand at the 19th edition of the jewelry festival (from July 31 to August 9), this craftsman noted that jewelers have managed to modernize their creations by developing new forms and new decorations, often inspired by the geometric patterns of Amazigh decorative art, which allowed to keep the essence of the style of Ath Yenni.
The locally made jewel, he said, evolves and follows its time. “The woman works and carries modern outfits, we therefore make jewelry adapted to this dress mode, while keeping the originality of the product. It is a jewel that lives its time and adapts to all generations ”.

The cachet of the preserved traditional jewelry
For its part, the jeweler craftsman, Azzedine Abad, with a thirty years of business, also indicated that while innovating, the jewelers of Ath Yenni take care to preserve the cachet of the traditional Kabyle jewel.
This innovation, he explained, aims to preserve the profession by adapting to the high cost of raw material (coral and money) and the budget of customers. “A craftsman who does not sell will eventually put the key under the doormat, so we must evolve and adapt to market demand, not only local, but also beyond,” he observed.
“We are trying to create a jewel that must appeal to everyone, not only locally, but also beyond the Mediterranean,” added the jeweler craftsman.
He assured that “the three main criteria that make the identity and nobility of the Kabyle jewel, namely money, coral and enamel, are preserved by modernizing the jewelry. This modernization mainly affects shapes, size and decorative patterns ”.
The collections once made up of imposing parts have enriched with lighter, thinner and more delicate models, accessible to medium and small scholarships, it is found.
This modernization allowed the jewel of Ath Yenni to conquer a wider clientele, seduced by more discreet and easier to wear parts on a daily basis. There are now light hanging earrings, fine rings and clean pendants that marry contemporary outfits, proving that tradition and modernity are not incompatible.
Despite this adaptation, the old models have lost none of their appeal. Collectors, transmitted from generation to generation, are still so popular. On the stands of the 19th jewelry party, massive and old pieces are actively sought by collectors and art lovers.
And for good reason, “their value, far from eroding, continues to grow, positioning them not only as objects of art, but also as stable investments, a real safe value in family heritage,” observed Mr. Ogal.
These solid silver jewelry are not simple ornaments, but real demonstrations of wealth and social status. They also constituted financial insurance that could be discussed in need of time, MM. Ogal and Abad.
The jewel of Ath Yenni, according to many craftsmen encountered at the jewelry party, “symbolizes a tradition that has been able to evolve to continue, a craftsmanship that combines the timeless beauty of noble materials with the intelligence of the adaptation and the spirit of innovation of the orgivers of the region”.

RC