The New Royal Standard: Tatiana Melnik’s TiMe Deluxe Reimagines Modern Luxury

By Ketty Nuñez, Fashion Designer and founder of the Kenu Brand

May 1, 2025

In a world where minimalism has dominated jewellery trends for nearly a decade, the arrival of TiMe Deluxe — the brainchild of Russian designer Tatiana Melnik — feels nothing short of revolutionary. Presented recently at an exclusive event in Switzerland, Melnik’s latest collection captured both the admiration and critical scrutiny of an international audience eager for something new yet timeless.

It’s not just the glitter of Swarovski crystals or the undeniable allure of Italian craftsmanship that sets TiMe Deluxe apart. It’s the brand’s fearless commitment to a singular vision: luxury as an emotional experience, not merely a visual one. Ketty Nuñez, Fashion Designer and founder of the Kenu Brand, shares her insights about the new rock-star in luxury jewellery, Tatiana Melnik.

Crafting Royalty: A Closer Look at the Collection

Every piece under the TiMe Deluxe banner is handcrafted in Italy — a detail that instantly sets expectations high. Melnik’s choice to work with Swarovski crystals instead of traditional precious stones is a calculated one: it allows for daring experimentation with colour, shape, and vibrancy.

Critically, while purists may argue that Swarovski lacks the prestige of mined gemstones, Melnik flips this narrative on its head. Her intricate brooches and radiant necklaces use crystal not as a compromise, but as a canvas for artistic storytelling. Nowhere is this more evident than in her signature Lotus Flower Brooch — a complex, layered piece featuring a bold palette of crimson, sapphire, and diamond-clear stones, symbolising purity and strength.

Technical precision is evident throughout the collection: each setting is tight, every clasp secure, every angle thoughtfully considered. There is no reliance on branding excess or logo saturation; TiMe Deluxe lets the design itself be the signature.

The Emotional Charge Behind the Sparkle

At the heart of Melnik’s vision lies an emotional mission. Drawing inspiration from figures like Queen Elizabeth II, whose simple brooches often carried profound statements of power, Melnik seeks to do more than adorn — she seeks to transform.

When models strutted down the runway in Zurich clad in vibrant purples, electrifying greens, and fierce textures, the jewellery did not play a supporting role — it led the narrative. TiMe Deluxe’s pieces didn’t just complement the ensembles; they elevated them, inviting the viewer to imagine how such adornments could alter one’s presence, mood, and even confidence.

There is undeniable energy in TiMe Deluxe’s work. Each necklace or brooch becomes a proclamation of personal royalty, an accessory not merely to be worn but to be inhabited.

Navigating the Boundaries: Excess vs. Artistry

Of course, boldness has its risks. Some pieces in the collection veer towards theatricality, blurring the line between haute couture fantasy and wearable reality. A few designs, especially those heavy with multicoloured crystal clusters, might overwhelm the minimalist sensibilities of today’s more understated buyers.

Yet, therein lies Melnik’s rebellion: TiMe Deluxe isn’t for everyone — it’s for the audacious. And perhaps, in an era saturated with demure chains and barely-there jewels, such maximalism feels refreshingly honest.

In short, these are not jewels for the background. They are intended for women unafraid to command attention, to radiate energy, and to assert their own version of elegance.

The Verdict: A Rising Power in Global Jewellery

With TiMe Deluxe, Tatiana Melnik has entered the international jewellery stage with a voice that is both fearless and refined.
While there is room for growth, particularly in expanding the material diversity and introducing subtlety alongside exuberance, Melnik’s core message resonates: luxury is not about conformity, but about coronation.

In a season where many luxury brands retreat into safe, trend-compliant designs, TiMe Deluxe reminds us that jewellery at its best doesn’t whisper — it declares.

Expect to see more of Tatiana Melnik. And expect to feel it, too.