“For example, women with round faces should go for dangling earrings rather than, say, a choker, because they add length to the silhouette. As many brides told me they found it difficult to find suitable accessories, I began designing and producing jewellery and headpieces as a value-added service.”

Helan’s creations, all lovingly designed and handcrafted by her, range from jewellery such as necklaces, earrings and tiaras, to headpieces and fascinators. These have garnered a loyal following among celebrities and brides, and bestsellers include crystal bouquets, bridal jewellery like tiaras, necklaces and chandelier earrings, and fascinators. Prices start at $100, with 30 per cent being customised orders.

Her designs are inspired by the bridal gowns, but Helan says her personal favourite are the crystal necklaces that double as a design element on the gown. She has done necklaces for halter and bareback gowns. For grooms, on the other hand, she has created crystal corsages and brooches.

An increasingly popular item among brides, says Helan, is the fascinator. A headpiece made with materials such as feathers, beads and crystals, it is excellent for brides who want to add an extra touch of glamour to their ensemble.

Helan, whose upcoming collections of fascinators and bouquets revolve around French flowers, says that this stems from more local women becoming open to wearing hats or headpieces during special occasions such as weddings and horse races.

This ability to understand her customers’ evolving lifestyle and churn out designs to cater to their needs reveals much about Helan’s vision for Gioielli. “My greatest passion is to design ‘happiness’ for all brides. And I want to be able to achieve that through creating luxurious accessories that provide the essential touch to make the wedding as memorable as possible for every bride.”

To view more works, visit www.gioielli.com.sg or http://gioiellicostumesaccessories.wordpress.com. For enquiries, call 9363-1627, or e-mail: sales@gioielli.com.sg.