The owners of Cupido, Jeff Karadjian and Haigo Derian, prove that jewellery is not only fashion’s biggest compliment, but also a shining star all on its own.

MM: What inspires you to choose certain pieces of jewellery to represent Cupido?
CUPIDO: We focus on branded jewellery and watch lines only—mainly from Italy, but from other parts of Europe and around the world as well. Our desire is to bring something new and fresh to the marketplace, and to present it in an avant-garde environment. This is what inspires the Cupido concept. In addition, our travels around the world and the actual manufacturing facilities of our brands allow us to better understand the DNA of each piece, thus allowing for greater inspiration.

MM: What are some of the key brands in the store?
C: DeMaria silver and gold collections, Pandora, Pianegonda, Hermes watches, U-Boat, D&G watches and jewels, Hamilton watches, Ernst Benz watches, and Michael Kors watches. All of these brands attract a great deal of attention in our stores.

MM: This leads me to my next question: What are some top spring 2010 pieces for men and women?
C: For men, U-Boat watches are just out of this world. Distinguished by the trademark ‘Left-Hook’ crown, which allows you to wear the watch on either hand, the watch also comes in a unique size (typically 45 mm. in diameter). The silver men’s collection from Scott Kay utilizes exotic woods, specialty weaving construction, and the highest finishing quality material.

For women, the DeMaria Antagonista collection uses a special setting technique, with the diamonds (available in white, black or cognac) upside down. Michael Kors watches, with their oversized trendsetting look, fit any fashionista’s style. Lastly, Pandora from Denmark allows you to customize bracelets, earrings and stack rings to fit any taste or lifestyle!

MM: What would you say is the ‘must-have’ accessory for spring 2010?
C: A must-have for spring is the triple-bangle from D&G. This item comes with three bangles (in different finishes) that you can were independently or stack according to your wardrobe. The Michael Kors watch assortment is another great gift for anyone— especially you.

MM: How long have you been in business, and where did the name Cupido come from?
C: I have been in the jewellery business for close to 20 years, which includes my formal diamond training from Antwerp, Belgium and actually making jewellery myself. Jeff Karadjian, co-founder of Cupido, has an extensive background in marketing and retail branding. He represents the creative aspect of the Cupido concept. Jewellery is the type of product that requires a deep sense of passion for the materials and design. If either component is missing, its absence will be evident in the final product. Though cupido means ‘cupid’ in Italian, the name is actually derived from Latin and translates to ‘passion’ and ‘desire.’ The word emphasizes our focus on how we select our product assortment and our commitment to a new, elevated retail environment.

MM: How important is giving back to the community or contributing to charitable organizations?
C: One amazing product is the Human Rights Collection from DeMaria. With actual excerpts from the Universal Declaration of Human Rights engraved directly on the rings and pendants, this collection stems from a collaboration between the company and Amnesty International, with proceeds going to the international human rights organization. In addition, Cupido supports charitable organizations and events, such as the 9th Annual Heart of Fashion event, within its communities. Proceeds support North York General Hospital cancer patients.