Avgvst Heart

It is fragile and invincible, wavering and confident, sensitive and rational.

Between yes and no, the heart feels constrained, but there
is always an opportunity
to choose something
in between. The most important thing for it is to create space
for something different, something new, and thus unnamed.

It was a study of femininity through time — from the Middle Ages to the icons of the French New Wave — with the aim
of creating an encyclopedia
of refreshed and reimagined heraldic symbols.

We found the unusual shape
of the heart in a miniature from a 15th-century Flemish book
of hours. We liked that this quite common romantic symbol could have such a sharp and tightened front.

The dilemma ring, the most famous Avgvst piece.  It is
a symbol of eternal hesitation, accepting juxtapositions, and
a relentless process of choice.

Yes or No, Today or Never,
to be For or Against. It’s not about doubt, but about the freedom to choose differently at different times, and to judge no one for their choices.

We value the freedom
of choice. Not everyone has it.

Have you heard of overchoice (or choice overload)? It can be detrimental to decision-making.

It’s only natural to choose nothing when you can choose anything.

The family of Avgvst Flip Rings is our way of exploring the context in which we exist and coming to terms with its contradictions.