New Tradition aims to reinvent jewelry by breaking classic codes, mixing different genres and reconciling opposites with originality, uniqueness, authenticity and a light note of humor.

After 4 years of a discreet yet profound creative teamwork, the brand announces a natural collaboration between two generations of mother & daughter: Ayellet, with over 30 years of experience and accomplishments as an independent designer
specializing in silversmith & fine jewelry;

And Amit, founder of New Tradition, who brings her creative vision with her cinematographic background and passion for telling stories that reach out to touch and connect.

In 2014, Amit & Ayellet launched their first mutual collection, EYE LOVE, and the journey has just begun.