LOS ANGELES, CA – "I don’t like to think of myself as making jewelry but as creating art," says Samir Bhansali, founder of La Reina. As a third generation diamond dealer, Bhansali says he was destined to design jewelry. A resident of Los Angeles for the past 27 years, he launched La Reina in 2001, and has since become a rising star in the world of haute jewelry. Over the past eight years, La Reina has evolved into a global company with its exquisite collections available at fine retailers all over the world in countries like India, Bangkok, Dubai, Greece, Spain, Switzerland, to name a few.In the US, La Reina jewels are available at Neiman Marcus and other upscale retailers.

Talking with India Journal Bhansali explains that La Reina was set up as a wholesale company. This year however, they diversified into retail and set up Bhansali Inc. They also aim at widening their market and tapping the Indian –American market more aggressively with exquisite pieces which are affordable. Bhasali is helped by wife Asha. With a passion for the business, his college going daughter Anar and son Tej, also pitch in whenever they are free.

When asked about the economic downturn and its impact on their business, Bhansali makes no bones about it saying they are " learning to ride the storm of recession" by changes in their marketing strategy with a focus on private clients.

In one word, he describes La Reina jewelry as "revolutionary." He explains his creative philosophy by saying," Life is pretty simple: You do some stuff. Most fails. Some works. You do more of what works. If it works big, others quickly copy it. Then you do something else. The trick is the doing something else. This is what my designs represent." To reiterate the point he adds, "If everyone thinks the same thing, no one is really thinking."

Born in Mumbai, Bhansali draws largely from his Indian heritage so that La Reina creates a fusion of India’s age old history with cutting edge style. La Reina’s trademark enormous-but-light, laser-cut diamonds, mixes ancient techniques with innovation. As Bhansali says, "We give you the big look for the price. I design looks that can be worn by an Indian woman in a sari or by an American in a little black dress. Elaborate fashions call for even more elaborate jewelry. Simple designs need elaborate jewelry to give the style a punch."

A hall mark of La Reina is the use of titanium – the lightest and strongest metal known at present. Says Bhansali, " There are only three companies in the world using titanium. La Reina is the largest producer of titanium jewelry from the three." Explaining why he went in for titanium, Bhansali underscores the fact that conventional jewelry materials fell short of conveying his revolutionary ideas, which made him turn to titanium."

La Reina launched its one-of-a-kind titanium collection "Evoluzione" in Basel, Switzerland in 2008. The collection has been awarded the Town & Country Designing Award. Explains Bhansali,Titanium can be sculpted into enormous, elaborate pieces that otherwise would be unwearable. Imagine earrings the size of orchid blossoms that are as light as hollow gold hoops. When heated at high temperatures the metal also gives of a hue of colors. The kaleidoscope effect of the metal casts ever-changing metallic hues-scarlet, magenta, cerulean, indigo."

Another distinct feature of La Reina’s innovative, award-winning pieces is that they have no back. They are fashioned so that they are stunning from every angle.

Other La Reina collections include Art Du Jour which are handcrafted limited edition pieces created from flat Rosecut diamonds. The Prive collection consists of exclusive pieces made using alternative materials like ebony wood, fossil bones, jade and onyx. Inspired by his mother, the Pushpa collection is Art Deco geometric symmetry and streamlined shapes using princess cut diamonds, while the vibrant and stunning Color de la Vida collection is made of diamonds set within laser carved colored gems and crystals.

Pieces form these various collections are appealing to both young and old and are appropriate regardless of occasion. "You cannot wear big stones every day, but if you wear artistic pieces it’s different. They also work during the day as well as the evening," Bhansali explains.

La Reina sources diamonds from India, Israel and Antwerp. All manufacturing is done in China. Says Bhansali," Chinese artisans are the best at finishing, Indian artisans cannot compete with their skills."

La Reina holds five annual exhibitions and shows, two in Hong Kong, one each in Switzerland, Las Vegas and Bahrain.

Future plans include widening the market and sticking to their commitment to quality and excellent service. " We give a life time guarantee for our products. We believe that if the customeris happy and satisfied, we have won a customer for life."

At the end of the day, Bhansali figures that La Reina will "continue to bridge generations and cultures with its dazzling designs."

La Reina Office is located at 606 South Olive Street, Suite 1950, Los Angeles, CA 90014. Phone: 213-623-8482 or www.lareinacollection.com