Armand Serra, from France, has been a professional guitar player since he was a teenager. After moving his base to the UK, he began working part time at a jewelry store in London, which changed his life forever. “At first I had no interest in jewelry. I thought that I would use the money I had at the store on music and art, but after working at the store’s studio my interest grew. I realized that I enjoyed making jewelry with motifs of my favorite designs, such as skulls and guitars.” His works slowly began getting recognized, and in 1992 he opened “Crazy Pig Designs” in the heart of London’s Covent Garden. As a pioneer of rock and roll-style jewelry, his works have been worn by celebrities around the world. One of the appeals of his jewelry line was the wide range of designs in the brand’s lineup.