Cult jewelry line Foundrae launches cheerful new collection

When Beth Bugdaycay co-founded fine jewelry company Foundrae with her husband in 2015, she knew what she didn’t want: plain, dripping and dull chains and charms, things you could pick up anywhere. “I wanted my work to speak directly to people who really understand our jewelry,” she explains, and, indeed, her pieces display very individual embellishments: some rings evoke vintage cigar bands; others can be peppered with your own secret words; the medallions feature half-moons, arrows, abstract flowers and radiant hearts – intended, in the lexicon of Bugdaycay, to represent notions like wholeness and resistance, symbols that transcend mere monograms and horoscopes.

Foundrae’s obsession with individualism is perhaps what made it a cult hit. In times like these, when the ground beneath our feet seems to change every day, more and more people seek comfort with special things that don’t feel disposable. Its new collection, Joy, is distinguished not only by a concentration on precious stones but by three new motifs: a butterfly to symbolize the soul! A shovel for abundance! Roman numeral 10 for manifestation! Bugdaycay’s designs are designed as investments – it strives, it says, for heirloom quality, and virtually everything is durable, cast from 100% recycled 18-karat gold.

We chat on an abnormally warm winter day on the lower level of his spectacular Tribeca studio/boutique/family home. Bugdaycay works here and lives upstairs with her husband, Murat – they’ve been together since she was 21 – and their children Justin, 18, and Ayla Rae, 11.

Today, she is wearing a Junya Watanabe/Versace ensemble. She describes her style as “eclectic – I’ll wear anything: high-low brands, menswear, vintage…I tend to always wear something that’s a little ‘offbeat’. “His wrists are laden with Foundrae bracelets and a multitude of pendants so heavy that I wonder: if I were taller and longer and had a mass of blonde hair like Bugdaycay, could I get away with it? shoot while carrying a huge slamming clover like the one she insists she never takes off – even diaper with?

TIME PASSES
Bugdaycay’s latest offerings were created with longevity in mind; foundrae.com.

Photo: Horacio Salinas/Courtesy Foundrae