SIRELI redefines luxury with its bespoke, story-driven jewellery, crafted with precision and care to create meaningful symbols of commitment.
The art of jewellery-making is about much more than just shaping metals and setting stones, it’s about weaving stories into every detail, crafting not just an item, but an enduring symbol of love. For Levon Bakalian, founder and master diamond setter of SIRELI, this philosophy runs deep. After over two decades of honing his craft at the bench, Levon built SIRELI with a mission: to offer couples timeless, bespoke jewellery that speaks to their unique story, unburdened by trends or the noise of the jewellery industry.
The Roots of Craftsmanship: A Personal Journey
Levon’s journey into jewellery was not born of an interest in business or branding, but of a deep respect for the craft itself. Growing up in Australia, Levon found himself captivated by the precision and artistry of diamond setting. As a teenager, he embarked on his apprenticeship, and it wasn’t long before his hands became acquainted with the intricate dance of setting stones. This experience on the bench, in the quiet solitude of the studio, instilled in him a sense of respect for the process, something he carries with him today as the founder of SIRELI.
“I didn’t come into jewellery through marketing,” Levon recalls. “I started at the bench. Learning to set diamonds taught me patience, precision, and respect for materials, and that foundation shapes every piece we create today.”
For Levon, every engagement ring and wedding band is crafted with this patience and precision, ensuring that each piece reflects the couple’s unique journey, one built on trust, understanding, and love. SIRELI’s roots are firmly entrenched in the values of craftsmanship, technical integrity, and emotional depth.
Crafting Jewellery with Heart: The Consultation-First Approach
SIRELI’s core philosophy rests on a consultation-first approach that places couples at the center of the design process. Unlike many jewellery brands that follow market trends or mass-production designs, SIRELI builds each piece around the couple’s story. The process is unhurried and deeply personal, allowing the design to evolve through collaboration rather than convention.
“Every SIRELI piece begins with a story, not a sketch,” says Levon. “It’s designed around the couple, their milestones, and the moments that matter most, not trends or convention.”
This personal approach ensures that each piece of jewellery carries significant meaning, not just in its design but in its creation process. Whether it’s an engagement ring, a wedding band, or a custom heirloom, SIRELI’s creations are reflections of the emotional milestones each couple shares. By focusing on the couple’s story, SIRELI’s jewellery is designed to stand the test of time, not just physically, but emotionally.
“The role of the brand and my role as a craftsman is not to impose a signature, but to translate emotion into something enduring,” Levon explains.
A New Kind of Luxury: Quiet, Refined, and Timeless
In a market filled with fast trends and loud branding, SIRELI offers a refreshing take on luxury, one that is subtle, refined, and deeply personal. The brand’s commitment to quiet luxury means that there’s no flashy logo or excessive embellishments on its pieces. Instead, the focus is on the purity of design, the quality of the materials, and the craftsmanship behind every detail.
“True luxury is found in subtlety,” says Levon. “Our jewellery is designed to reveal its beauty over time, not to be immediately flashy, but to stand as a timeless symbol of commitment.”
This commitment to quiet luxury makes SIRELI’s jewellery feel special from the moment it’s worn. The aesthetic is understated, with refined forms, balanced profiles, and careful detailing that showcases craftsmanship without screaming for attention. Each piece is intended to be timeless, a quiet yet significant symbol of love and commitment, meant to endure long after the trends have passed.
SIRELI’s Australian Heritage and Global Confidence
While SIRELI is proudly Australian with deep roots in both Sydney and Melbourne, its reach extends far beyond the city’s limits. Levon’s Australian roots inform the brand’s aesthetic, understated, confident, and grounded in authenticity. Yet, the brand is not confined by geography. With its consultation-first model, SIRELI’s international clientele can access its bespoke services no matter where they are in the world. Whether working with a couple in Sydney or a couple overseas, SIRELI ensures that the process remains deeply personal and relevant to the couple’s unique story.
“We’re shaped by experience, not aspiration,” Levon notes. “Our approach is about trust over volume, relationships over reach, and permanence over noise.”
The brand’s international accessibility has helped it cultivate a loyal following of couples who trust SIRELI to create meaningful, custom pieces that will last a lifetime. Through virtual consultations, Levon and his team work closely with couples to ensure they feel heard and supported, regardless of location.
A Legacy Built on Meaning, Not Trends
At its core, SIRELI is more than just a jewellery brand, it’s a legacy of love, craftsmanship, and deep emotional connection. Levon’s hands-on approach, combined with a commitment to timeless design, ensures that each piece of jewellery holds meaning beyond its beauty. Whether creating engagement rings, wedding bands, or custom heirlooms, SIRELI’s jewellery is crafted with the intention of lasting for generations, reflecting the love and commitment it was designed to symbolize.
“Our goal isn’t to sell jewellery; it’s to hold space for moments that truly matter,” Levon shares. “We aim to translate those moments into pieces that endure.”
Creating Jewellery for the Moments That Matter
SIRELI’s bespoke approach means that every piece crafted is personal, meaningful, and designed to celebrate life’s most important milestones. Levon’s commitment to translating the unique love story of each couple into something tangible has helped SIRELI distinguish itself in a crowded marketplace. The brand’s focus on craftsmanship, emotional connection, and the importance of the couple’s journey ensures that every piece created is not just a ring, but a timeless symbol of commitment.
To those looking for jewellery that carries true meaning, that speaks to their unique story, and that stands the test of time, SIRELI offers more than just a piece of jewellery, it offers a piece of love, crafted with care, and designed to last a lifetime.
Ready to craft a meaningful, timeless piece of jewellery that tells your unique love story? Visit SIRELI Jewellery and begin your bespoke design journey today. Let us help you create a symbol of love that will endure for generations to come.
