b'SOCIALG iovanna Galeotafioreor like it. IDesigner Giovanna ANARCHY spent more than adecided thatGaleotafiore of Social Anarchy New York, New York decade working as aI would createcrafts unconventional designs, like this 14-karat yellow gold fashion editor and stylist ina strong brandand diamond shoulder-duster New York and was inspiredthat people wouldchain earring ($480).by the designers she met wholearn about and fall tested boundaries and defied convention. in love with.Her love of style and personal expression led her to explore theHer intuition proved jewelry world, and she started by taking classes. to be correct, as the name She naturally gravitated toward non-conventional pieces, craftinggarners lots of compliments from single studs and longer singular earrings. her clients. They understand its aI didnt want to I had been working in magazines for a long time, but I knew Itestament to self-expression andchange [my stores wanted to start my own jewelry business that was different and didntedgy style, says Galeotafiore.follow the norms, says Galeotafiore. The phrase social anar- name] out of fear She soon dove in headfirst, launching her own fine jewelry line,chy also conjures up politicalthat people wouldnt which is available for sale on her website. imagery, but thats not what theget it or like it.In the spirit of rebellion, she eschewed the tradition of naming abrand is about, she says. Rather, Giovanna business after ones self, settling on Social Anarchy. the focus is on individual expres- GaleotafioreI wanted the name of my business to have a deeper meaning thatsion and dismissing what society reflected my journey, she says. deems on-trend in favor of Galeotafiore did worry that leaving fine jewelry out of her compa- ones own style.nys name might cause confusion, but she stuck to her stylistic vision. I love when more conservative clients come to me and say they That was a big concern for me, but I loved the name so muchlove wearing my pieces because it makes them feel edgy or cool, and I didnt want to change it out of fear that people wouldnt get itshe says.NATIONAL JEWELER 39'