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Ulinx: A New Concept in Magnetic Jewelry That's L.A. Invented

Jewelry comes in two forms: great high-end real jewelry and rare gems and metals; and funky costume jewerly. Most in the second category has all been seen -- there are virtually no new ideas.

But the other day, at the Zero Plus Minus shop in Fred Segal Santa Monica, we found one that hasn't been: Ulinx jewelry, invented by native California (by way of Spain) Daniel Medvene. It's magnetized links -- or "linx" -- that connect in varied colors, shapes and prints to create unique looks for everyone, and it works for both girls and kids, teens and grownups. We have a feeling it's about to become the hot new accessory trend of 2012.

Medvene was a major fashion magazine publisher in Spain; he sold his interest in Focus Ediciones in Madrid in 2009 and returned to Calfornia and came up with the idea for Ulinx. Working with some top industrial designers, he created the world's first sliver-plated magnetic bracelet, with rectangular or cirular charms. Colors include bonsai green, teal and sienna, and there are "sun halo" charms in two tone, and "pacific spiral."

The ones for guys tend to be square and in the silver plate, giving it that "Chrome Hearts" kind of heft. Girls can wear all the colorful looks if they choose. If you go to the company's website, www.ulinxjewelry.com, you will see that they're priced super well at about $45 apiece, and that you can also design your own bracelets in modular form and purchase "add ons" so that you can have two bracelets or something no one else has.

It just so happens that Medvene's sister is super stylist Linda Medvene; she's worked with everyone from Dennis Quaid to Cameron Diaz in her tenure as one of Hollywood's top stylist to celebs. Diaz has already worn a Ulinx bracelet in a cover shoot, as have Kristin Chenoweth, Valerie Bertinelli (on the current cover of Prevention magazine), Christina Hendricks, Adrien Brody, Felicity Huffman and William H. Macy and Maddox Jolie-Pitt (they're great for kids!).

An added element, for the unskeptical among us, is that Ulinx has what some consider to be medicinal benefts that come with Magnetic Neodynium. Now, not everyone's going to buy this, but the company claims that magnets increase circulation flow, stamina and energy, balance and harmony -- and if they make you feel better, who's to complain or really question it? It goes with their California homegrown aesthetic, and guess what? They're super fun to take apart in front of your friends at dinner -- a great conversation piece. And a small percentage of their earnings go to charity, so if that doesn't make you feel better, nothing will. 

What do you think?

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