SIRELI: An Australian Jewellery Brand Built on Craft, Trust, and Global Reach

NATIONWIDE -FEBRUARY 2026 - (USAnews.com) In the quiet corners of Melbourne, where each diamond meets its perfect setting, a master craftsman is redefining what luxury jewellery truly represents. Levon Bakalian, the founder and designer behind SIRELI Jewellery, has spent over two decades honing his craft, learning not just to set diamonds, but to understand the profound emotional weight behind each piece of jewellery he creates. SIRELI’s story is one of deep technical expertise, patience, and a commitment to creating jewellery that is as timeless as the love it symbolizes.

Levon's journey in jewellery design started long before he ever considered building a brand. He began his career at the bench, training as a diamond setter in his teenage years. This foundation of hands-on craftsmanship is something that sets SIRELI apart from many others in the industry. While others may have been swept up in trends and flashy marketing, Levon focused on one thing: creating pieces that would last, both in quality and in the hearts of his clients.

The early years were defined by Levon’s meticulous training, his dedication to mastering the technical aspects of jewellery-making, and his commitment to making every piece a reflection of the person it was meant for. SIRELI was born out of a desire to create something more meaningful, a jewellery brand that wasn’t about following trends but about honoring the milestones and commitments that matter most in people’s lives.

It was during this time that Levon realized the need for a different approach in the jewellery industry. He saw that many brands were driven by fast sales cycles, fleeting trends, and empty luxury. SIRELI would be different. The brand’s core philosophy is embodied in the phrase “Made for the Moment.” Every piece crafted at SIRELI starts with a conversation, not a sketch. The focus is on understanding the client’s unique story, and the jewellery is designed in collaboration with them, making it deeply personal and meaningful.

What truly makes SIRELI unique is its bespoke approach. Rather than designing engagement rings, wedding bands, or heirlooms based on what’s trending, each piece is created around the client’s story. This consultation-first model allows Levon and his team to craft jewellery that reflects the couple’s milestones, values, and vision for the future. Whether a couple is in Melbourne, Sydney, or across the world, SIRELI’s process ensures they are involved every step of the way, from diamond selection to final design.

Levon’s credentials as a second-generation diamond setter and designer are unparalleled in the jewellery world. Having worked in the trade for more than 23 years, his technical expertise and commitment to craftsmanship have made him a trusted name in the industry. The fact that SIRELI is a founder-led brand, with Levon personally overseeing each piece, further elevates its appeal to those seeking authenticity and integrity in their jewellery.

In an industry often saturated with noise and flash, SIRELI represents a calm alternative. Its design philosophy is one of quiet luxury. The rings are not overtly branded, and they don’t rely on embellishments. Instead, the focus is on refined proportions, balanced profiles, and subtle details that reveal themselves over time. SIRELI’s aesthetic is understated yet impactful, a reflection of Levon’s own approach to life and craftsmanship.

The brand’s commitment to excellence and transparency extends beyond its design process. Each diamond at SIRELI is ethically sourced, ensuring that clients can feel confident in the origins of their jewellery. As a proud Australian brand, SIRELI’s commitment to quality and precision is evident in every piece that leaves its studio. But the reach of SIRELI doesn’t stop at Australia’s borders. With clients across the globe, Levon’s craftsmanship is recognized internationally, offering couples worldwide the opportunity to own a piece of Australian luxury that will last a lifetime.

SIRELI’s founder-led approach gives the brand an authenticity that is hard to find in today’s market. Levon’s hands-on involvement in every piece, from design to execution, ensures that each client receives not just a piece of jewellery but a lasting symbol of love and commitment. It’s this personalized touch that sets SIRELI apart from the competition.

“The jewellery isn’t just a product - it’s a part of a much larger story,” Levon explains. “Our job is to translate the emotions, the history, and the future of the couple into something tangible. That’s what makes each piece so special.”

As SIRELI continues to grow, Levon remains dedicated to the brand’s founding principles. There’s no rush in his studio; no trend to chase. Instead, there’s a quiet commitment to creating pieces that stand the test of time. With an international clientele that values craftsmanship, trust, and meaningful design, SIRELI has solidified its place as a leader in the world of bespoke jewellery.

Today, SIRELI is more than just a jewellery brand. It’s a philosophy - a commitment to creating timeless pieces that tell the story of a couple’s love. It’s about building trust with clients, offering guidance through an unhurried process, and creating jewellery that holds meaning for generations to come.

SIRELI’s story is one of passion, expertise, and authenticity. It’s about honouring the moments that matter most and ensuring that every piece is crafted with the utmost care and precision. Whether in Melbourne, Sydney, or across the world, SIRELI’s bespoke jewellery is a testament to the enduring power of love and craftsmanship.

For those looking to create a timeless piece that speaks to their own love story, SIRELI offers an invitation to embark on a journey of creativity, emotion, and craftsmanship. Visit SIRELI Jewellery today to learn more about their bespoke process and discover how they can bring your vision to life.

For more information, visit SIRELI Jewellery's official website and explore their exquisite collection of engagement rings and fine jewellery:

• Website: www.sireli.com.au

• Instagram: @sirelijewellery

• Facebook: SIRELI Jewellery