ASMI

ASMI is a contemporary jewelry brand, based in St. Petersburg, Russia, that is beloved by fashion influencers for its unexpected use of textiles, chains, beads, resin and tassels. The resulting pieces are iconic, sometimes ironic and always irresistible.

The designer of the brand, Alena Smirnova, used a combination of the first letters in her first name and last name and the corresponding Sanskrit word to create ASMI. In Sanskrit, “asmi” means “I am.” With her charismatic products, each wearer has the ability to express her most fashionable and spiritual self.