MaximiliaN: Maksim Artsinovich talks about investing in jewellery

June 6, 2019

By Katerina Perez

6 min read

Maksim Artsinovich, the founder of MaximiliaN London, calls the jewellery produced by his brand “alternative investments in a spectacular setting”. With 25 years of experience in the jewellery sector meaning he is well-versed in the specifics of various markets, Maksim offers his clients a win-win (and very effective) way of preserving capital.

Maksim used to handle the distribution of precious jewellery and watches in Russia, representing approximately 13 international brands. He founded his own company gradually, although the MaximiliaN London logo was something he painted in 1987 when he was 17 years old. The typeface, company names and logo were later registered with patent attorneys – as was the brand itself – which was fully incorporated in London in 2007.

Maksim Artsinovich of MaximiliaN London

Maksim Artsinovich of MaximiliaN London

There are five main cities where modern jewellery is ‘based:’ Paris, Geneva, New York, London and Rome. When I was choosing a location for my international brand, I settled on London. It doesn’t matter where I was born or where I live. The world is now global, and MaximiliaN is a London-based company with an office in the capital of the United Kingdom, says Maksim.

Currently, the company has its presence in London, New York, Geneva, Moscow, Hong Kong as well as Dubai where the flagship boutique is located, catering to MaximiliaN London’s ever-growing audience. This is also helped by the jewellery’s attractive price: the mark-up is rather modest at only 20%. “We are a jewellery company that helps people with big money keep their capital in times of global financial instability and to diversify their portfolios by investing in precious stones. They are easy to transport between countries in the form of earrings, ringlets, pendants, bracelets, etc. Although we cannot guarantee capital growth, its safety will be ensured!” Maksim tells me.

A suite of MaximiliaN London jewellery including a drop earring with pearl, cocktail rings and bracelet, all with diamonds

A suite of MaximiliaN London jewellery including a drop earring with pearl, cocktail rings and bracelet, all with diamonds

During our meeting, I asked the founder of MaximiliaN London what percentage of one’s estate he would recommend investing in jewellery. “Two percent or five percent of annual income is your pension fund. If you decide to invest a million, it is not at all necessary to spend the entire amount on one gemstone. It is better to buy round diamonds with no fluorescence that are G/H/I colour (almost colourless), with VVS or VS purity and a perfect cut, polish and symmetry per carat because these are most often used in studs, engagement rings and pendants. They are always in demand and will always be easier to sell than a single stone at a whopping price,” Maksim advises.

MaximiliaN London ring with sugarloaf emerald and diamonds

MaximiliaN London ring with sugarloaf emerald and diamonds

 MaximiliaN London ring with oval cut fancy light purplish pink diamond, colourless and pink diamonds

MaximiliaN London ring with oval cut fancy light purplish pink diamond, colourless and pink diamonds

 MaximiliaN London ring with Burmese pigeon's blood ruby and diamonds

MaximiliaN London ring with Burmese pigeon's blood ruby and diamonds

 MaximiliaN London ring with oval cut aquamarine and diamonds

MaximiliaN London ring with oval cut aquamarine and diamonds

 MaximiliaN London ring with square cut fancy blue diamond, green, pink and colourless diamonds

MaximiliaN London ring with square cut fancy blue diamond, green, pink and colourless diamonds

 MaximiliaN London ring with cushion cut morganite and diamonds

MaximiliaN London ring with cushion cut morganite and diamonds

 MaximiliaN London toi et moi ring with pear cut fancy blue and pink diamonds, and colourless diamonds

MaximiliaN London toi et moi ring with pear cut fancy blue and pink diamonds, and colourless diamonds

 MaximiliaN London ring with oval cut morganite and diamonds

MaximiliaN London ring with oval cut morganite and diamonds

 MaximiliaN London ring with pear cut pink diamond and colourless diamonds

MaximiliaN London ring with pear cut pink diamond and colourless diamonds

 MaximiliaN London ring with step cut emerald and diamonds

MaximiliaN London ring with step cut emerald and diamonds

The fact remains: gems are the most compact financial instrument for the storage and movement of investments that are also liquid in any country irrespective of any political or financial turmoil. “Jewellery itself is not an object of investment. It is worth far more than the price of its gold and precious stones. The price of a jewel takes into account the status of the brand, the artistic value and many other factors that, for example, will not be taken into account in a pawnshop, meaning the price paid for them could be only 15-20% of the initial cost,” explains Maksim Artsinovich.

A suite of MaximiliaN London jewellery including a drop earring, sautoir necklace and bracelet, all with pearls and diamonds

A suite of MaximiliaN London jewellery including a drop earring, sautoir necklace and bracelet, all with pearls and diamonds

As someone who is constantly working with wealthy people from Great Britain, Russia, Karakhstan,Midle East and China, Maksim points out a prevailing trend that has arisen in the last decade: when buying jewellery, what interests businessmen the most is its liquidity – how, to whom and where it can be sold quickly and without making a loss if so desired. The big brands are no longer of any interest to such people because the desire to acquire a status symbol is thing of the noughties, a time with less no economic crises or sanctions. Now, investing in precious stones and jewellery has become a form of defence against currency and political risks, such as a change of government.

Speaking as someone who runs a London jewellery maison, I can say that we are a small workshop with an individual approach to each client, creating pieces that are as custom-made as the tailored suits on Savile Row in London, explains Maksim Artsinovich.

MaximiliaN London drop earrings with emeralds and diamonds

MaximiliaN London drop earrings with emeralds and diamonds

 MaximiliaN London earrings with diamonds

MaximiliaN London earrings with diamonds

 MaximiliaN London ring with sapphires and diamonds

MaximiliaN London ring with sapphires and diamonds

 MaximiliaN London chandelier earrings with fancy coloured sapphires and diamonds

MaximiliaN London chandelier earrings with fancy coloured sapphires and diamonds

 MaximiliaN London drop earrings with fancy coloured sapphires and diamonds

MaximiliaN London drop earrings with fancy coloured sapphires and diamonds

 MaximiliaN London earrings with diamonds

MaximiliaN London earrings with diamonds

Unlike many jewellery houses, MaximiliaN London offers a service for selling jewellery made by any brand at the best possible price. It can also have precious stones certified by a leading laboratory. In addition, after buying jewellery from any high jewellery brand, you can later request a new product design at MaximiliaN London, paying only for the work and additional materials; the development of a new design is complimentary.

MaximiliaN London earrings with pear, marquise and brilliant cut diamonds

MaximiliaN London earrings with pear, marquise and brilliant cut diamonds

“We build personal relationships with our customers and provide a unique range of services that you will not find at any other jewellery company,” says Maksim Artsinovich. You can’t deny that’s a very enticing offer!

Jewellery engraving: How to make jewellery more personal

continue reading

Exceptional Splendour: Jaipur Gems Celebrates 50 Years with Abu Dhabi Opening and New High Jewels 

Let me take you on a behind-the-scenes tour of the new Abu Dhabi boutique and share some of my sparkling highlights

by Katerina Perez

Radiating Confidence: The Mother-Daughter Energy Behind Growing Brand Aponine

As one of this year’s Couture show debutants, Turkish brand Aponine impressed me with its blend of colourful creativity, timeless elegance, and stylish femininity. Let’s take a closer look…

by Katerina Perez

Sensual Silhouettes: Jewels with Curves in All the Right Places

Is it getting hot in here, or is it just us? As jewellers swap sharp lines for shapely swirls, we look at new collections that are embracing the raw power of sensuality inspired by the female form

by Rachael Taylor

Artistic Realms: The Enchanting Natural World of Histoire D’Elle

I had the pleasure of speaking with Pascale Van Maele, the Brand Manager of Histoire d'Elle, which celebrates the deep-rooted connection between quiet femininity, elegance and natural forms. Let's explore together…

by Sarah Jordan

Spinel Stories: Celebrating the Special Allure of Spinels with the House of Gübelin 

I visited the Geneva boutique of the family-owned business to indulge my passion for this overlooked gemstone and explore some of its beautiful creations…

by Katerina Perez

Golden Hour: Cosmic Creations in the Chanel Reach for the Stars High Jewellery Collection

The Reach for the Stars collection bounces between cosmic constellations of diamonds, elaborate, almost mythological neckwear, and starbursts of coloured stones, all with the Maison’s Parisian flair

by Sarah Jordan

Ultimate Guide to Promise Rings: What They Mean, How to Wear One and Where to Buy

While the promise ring's meaning has evolved, its emotional weight remains, making it especially popular among Gen Z and millennial couples seeking the perfect, personal pre-engagement jewel

by Claire Roberts

Exquisite Escapes: The Idyllic Inspirations Behind the Diorexquis High Jewellery Collection

In early May 2025, Dior Joaillerie's Artistic Director Victoire de Castellane showcased an unprecedented high jewellery collection, Diorexquis, to more than 300 VIPs at the Château de la Colle Noire in the heart of Provence. Let's take a closer look…

by Katerina Perez

Millionaire Products: Celebrating the No-Expense-Spared Bvlgari Polychroma High Jewellery Collection

Bvlgari is opening a magnificent new chapter in the world of high jewellery, and high jewellery watches with the Polychroma collection. Here's what I have discovered so far…

by Katerina Perez

Sea of Wonder: Celebrating the Ocean’s Endless Bounty with the Tiffany & Co. Blue Book 2025

Here are some of the creations that became an integral part of the Tiffany & Co. underwater world, including starfish, crashing waves and sea turtles…

by Katerina Perez

Latest Stories

Add articles and images to your favourites. Just

Epic Evolution:Miseno Launches the Arco Collection to Celebrate a Fabulous Decade

I am pleased to present to you my highlights of the new Arco High Jewellery collection, which was formally showcased to the jewellery world at Couture from June 4-8, 2025

by Katerina Perez

Jewels Katerina Perez Loves

Continue Reading

In Conversation:Discussing Paraiba - The Legacy of a Color

with Vogue Singapore

by Katerina Perez

Jewellery Insights straight to your inbox

Style Guide

By using this website, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.