The first human being, a hunter, had enough ... vanity to wear a nose ring, an earring even a belt! Humans, both past and present, truly dislike undergoing any discomfort, whether it’s caused by nature or society.

The first humans truly left their mark on the world, leaving behind testimonies to their aspirations, communities and even the significance of their everyday tasks. As advanced as we are today (beyond our hunting and gathering days), it does seem primitive to pay for an incredible work of art from Sotheby’s or Christie’s with an often ugly piece of plastic credit card. Even if the card was painted gold, it still would not come close to the beauty of the expensive items we purchase. Yet such are the everyday contradictions we face! It’s worth noticing that even the richest among us, who own oodles of luxurious and expensive items, still use the most commonplace things everyday. Perhaps one should start collecting contemporary art, and follow in the footsteps of S. Shukin and I. Morozov, who bought the works of several unknown artists at the start of the 20th century who later became known as the”impressionists”.

Today’s social elite loves collecting fine watches, admiring – and perhaps subconsciously trying to control – the course of time with these exclusive and expensive possessions. But what about how they purchase these items? Is a simple piece of plastic really the gateway to all this splendor? As creator of “Precious Cards”, Rosan Diamond aims to bring together cutting-edge technologies – that is, microchips used to store data – with instruments of business and fashion. An idea worthy of a second look… So, what are these “Precious Cards” all about? Are they simply stylish and expensive adornments to our credit cards? However, it’s a part of human nature to stand apart from the pack, and attract attention to ourselves and our personalities. It’s not about gold or diamonds, or the masterful use of traditional Florentine mosaic techniques or hi-tech innovations. Rather, “Precious Cards” is about the artistic values, creativity and craftsmanship of the Rosan Diamond jewellers – a value that resurrects the original connotation of money with beauty. Their creations are akin to postmodern style, art replicas of ancient artisans, but their designs are use original composition and arrangements. Marked by subtle use of a rich color palette inherent in traditional Russian jewelry and gem work, the artisans of Rosan Diamond distinguish themselves by their flawless engravement of complex designs. These “Precious Cards” can also be individualized to suit the unique and complex personalities of its customers. The idea behind Rosan Diamond also serves to fulfill the human desire to make their surroundings more beautiful, to take pleasure in both art and substance and to give them a unique sense of their own individuality.

After all, without individuality, we have nothing. We first lost sight of the beauty of money with the arrival of the paper banknote. Gone was the essence of gold and silver coins: their luminescence, energy, weight and craftsmanship. Popular culture has also served to translate the once beautiful concept of money into one full of deceit, greed and hardness, devoid of all talent, joy and luck.

Rosan Diamond “Precious Cards” aim to bring back the original concept of money – its beauty, uniqueness and essence. After all, it’s important to remember that we truly are spending something precious – our many talents and efforts. Here’s to not being either stingy or frivolous!

Patimat R. Gamzatova,
P.H.D. at the State Institute of Art, Moscow,
member of the Academy of Art of Russia.