From the age of 16 Armand SERRA has been a professional guitar player.

During his schooldays Armand spent a lot of time drawing comic book characters and also reading the English music paper MELODY MAKER, full of GUITARIST WANTED adverts.

LONDON calling was irresistible.

Once in the capital Armand auditioned for many rock groups like SCORPIONS, UFO, THIN LIZZY, MOTORHEAD, IRON MAIDEN and many more while also teaching guitar, he also applied to work for HIPGNOSIS (Famous for their LED ZEPPELIN, PINK FLOYD album covers)

 

With a couple of days a week free, Armand worked in Carnaby Street as sales staff for a store named the G… F… (Name withheld)

Because of his guitar passion, Armand met a lot of the 80’s rock bands who also started to come to him for custom made jewellery.

 

Within a few months Armand applied his drawing skills to three dimension carvings to design and make skull rings, wolf rings, snakes, swords and many more of the classic designs the store became famous for.

In 1986 SOUNDS published a feature on Armand titled “ARMAND THE FROG”.
Soon after KERRANG did a special feature, in which the owner of the store clearly states that it was ARMAND that designed and made all the cool stuff.

CLIFF BURTON became a friend of Armand before anyone had heard the name METALLICA, and it was Cliff that asked Armand for his WOLF RING and CLASSIC EVIL SKULL ring as well as all of his other jewellery.

Also James Hetfield asked for his Wolf pendant to be made along with many more pieces.

It is a myth that James wolf pendant was made from Cliff’s ring.

That is not the case. The truth is that a few days before Cliff’s accident, Cliff exchanged his wolf ring with one of Armand’s

new rings and Armand has kept Cliff’s ring to this day.

 

In 1991 MTV released a video called (METAL XS) and broadcasted on Headbangers Ball, where Armand is featured as JEWELLERY DESIGNER of the rock world.

 

On the music side Armand played lead guitar for PANAMA a rock group in the Van Halen vein. Angus Young, Zakk Wylde, Randy Castillo and many more attended some of the Panama gigs.

But it was time again for Armand to turn another page.

 

Restricted artistically, Armand and Jeannette Austin (who met at the store and both worked there for about eight years) decided to open CRAZY PIG DESIGNS in the great location of Covent Garden.

The name CRAZY PIG was going to be Armand’s new band, but instead it became the store’s name.

“All of my famous clients followed me and many new ones got onboard too including the biggest names in the film, television and music industry”

Absolutely every single piece is hand made on the premises.

We control every step of manufacture, designing, carving masters, casting silver, gold, platinum, setting, and hand polishing every item.

We do not buy jewellery from distributors or exotic countries.

WE pride ourselves in delivering the same high standard to everyone, from every day client to the most demanding celebrity.

From the very first piece made, Armand has kept both original masters and moulds for every design , this means that even if you want to buy an old design you still get the same quality as the first piece.

Ensuring all the detail and weight remain absolutely identical to the original.

A truly first generation item.

FINAL THOUGHTS