Paris Haute Couture: The Crucial Role of Jewelry

Over the past seasons, fine jewelry and high-end costume jewelry have taken a crucial place in Paris' Haute Couture calendar. Understanding this new trend, as well as the need to reinvent the way jewelry is exhibited and sold, Muriel Piaser, a Paris-based buying consultant, will unveil the second edition of Precious Room on July 3rd at the Palais Vivienne, where 30 meticulously selected jewelry brands will showcase their latest collections. Her new "trunk show" is de facto dedicated to established and emerging jewelry designers who grew tired of the classic trade show concept and are willing to commit to a more personalized and experience-focused exhibition concept. We met Muriel to discuss the challenges that high-end costume jewelry designers have to face today and how they can be solved.   


Muriel Piaser. Photo: Courtesy of PR.

Why did you decide to found "Precious Room by Muriel Piaser" and this focus on jewelry only, after all the experience you accumulated in ready-to-wear and accessories?

Muriel Piaser: After 15 years working in fashion and accessories trade-shows in Paris, but also in New York and Tokyo, I launched THE BOX in 2006 in Paris, a trade-show dedicated to jewelry and fashion accessories. I discovered fine jewelry talents that are now international references. I had anticipated that both high-end costume jewelry and fine jewelry would bring real added value to distribution, especially within multi-brand and concept stores. Beyond the fact that I am passionate about jewelry, I also understood that this market is very dynamic and has a future because it carries strong identities and values. It was natural for me to launch Precious Room in January 2019 after a thorough analysis of the market and the needs of end consumers.

What makes Precious Room different, compared to other showrooms or even trade-shows specialized in accessories and jewelry? 

Precious Room is a new concept, based on the vision of a "trunk show" that breaks with the traditional codes of showrooms and trade-shows, and is set in an exceptional place like the Palais Vivienne in Paris. I launched it on purpose during the Paris Haute Couture week to benefit from Paris' international luxury reputation, but more importantly because this timeframe is in line with the pre-collection buying season, during which 70% of the budgets are booked by the buyers. Precious Room can, therefore, be used as a promotional window for brands that want to make themselves known and a preview for established brands that want to anticipate orders. 

The second edition of the Precious Room presentation in Paris. Photo: Courtesy of PR.


What feedback did you receive from both, the participating designer and the buyers, after the inaugural edition of Precious Room? 

The 1st edition was a success recognized by brands, buyers, and various fashion players. It was a real challenge, but we've made it! The intimacy of the event, the "concept store" and "trunk show" related exhibition concept, and the proximity with the designers all proved to be positive concepts both in terms of business and networking.

According to you, what are the challenges for an independent jewelry brand today, if it wants to be successful, not only in Paris but on an international level?  

The challenge for a jewelry brand in its business development and notoriety lies in a variety of aspects, including positioning, the need to assert an identity, the price range, as well as digital marketing and communication strategies. Today, more than ever, a designer needs to exceed in all of these sectors if he or she wants to survive in a saturated and competitive market, where rules are broken continuously, and new opportunities are being created.

How have jewelry buying habits evolved, ever since social media channels (Instagram, for instance) and e-commerce websites have changed our perception and way to consume fashion and accessories? 

Beyond the crucial importance of having a good product with a price range adapted to the industry's expectations, experience and emotion are the key elements to success. Social media has accelerated the promotion and marketing process but does not in any way detract from the fact that jewelry collections still need to be displayed in prestigious showrooms and events. The human being has become even more central to business and purchasing decisions! That's why exceptional experiences need to be created – which is what I aim to do with my trunk show concept. 

The second edition of the Precious Room presentation in Paris. Photo: Courtesy of PR.


Would you consider going international with Precious Room? For example, having other international editions in "jewelry-friendly cities," such as Dubai, Los Angeles, Basel…

Yes, indeed, my ambition is to introduce "Precious Room" in internationally renowned concept stores or trade-shows by offering them added value with my trunk show format. The concept itself has already been extended beyond the physical event, via the website www.precious-room.com

SHARE
  • Facebook
  • Twitter
  • Pinterest
SIMILAR ARTICLES
Meet Halpern’s Fashion Escapism
By Alice Ierace
“I wasn’t one of those people who knew I always wanted to be a designer.  I always loved clothes,...
By Alice Ierace
“I wasn’t one of those people who knew I always wanted to be a designer.  I always loved clothes, and the idea of fashion from a young age; my mother is superbly glamorous and had great style,” tells us Michael Halpern, founder of the eponymous brand Halpern.“I loved fashion magazines, and...
“I wasn’t one of those people who knew I always wanted to be a designer.  I always loved clothes, and the idea of fashion from a young age; my mother is superbly glamorous and had great style,” tells us Michael Halpern, founder of the eponymous brand Halpern.“I loved fashion magazines, and listening to my mother and her friends talk about what life was like in the 1970s of New York, it was a...
Adidas and Allbirds Collaborate on Lowest Carbon Emissions Shoe
By Rebecca Hitchon
Sportswear brand adidas has teamed up with footwear company Allbirds to develop a sports...
By Rebecca Hitchon
Sportswear brand adidas has teamed up with footwear company Allbirds to develop a sports performance shoe with the lowest ever carbon footprint.Despite being competitors, the brands want the future of the footwear industry to be more about collaboration than competition. “There is an urgent need...
Sportswear brand adidas has teamed up with footwear company Allbirds to develop a sports performance shoe with the lowest ever carbon footprint.Despite being competitors, the brands want the future of the footwear industry to be more about collaboration than competition. “There is an urgent need to reduce our global carbon number, and this mission is bigger than just Allbirds or adidas. Whether...
Gary Green’s Black And White Photographs Delve into NYC’s Punk and Post-Punk Scene
By Sasha Regazzoni
It was the summer of 1976 when American photographer Gary Green moved from the humdrum suburbs of...
By Sasha Regazzoni
It was the summer of 1976 when American photographer Gary Green moved from the humdrum suburbs of Long Island to a two-bedroom apartment in Lower Manhattan, the epicentre of the up and coming anarchistic wave of music known as ‘punk’, to work as a photographer assistant. Coincidentally it was...
It was the summer of 1976 when American photographer Gary Green moved from the humdrum suburbs of Long Island to a two-bedroom apartment in Lower Manhattan, the epicentre of the up and coming anarchistic wave of music known as ‘punk’, to work as a photographer assistant. Coincidentally it was also the year the Ramones released their first album and punk idols Patti Smith, Television and Richard...
Issey Miyake Releases Exclusive Documentary
By Alice Ierace
Issey Miyake released an unpublished docu-film that shows the birth and evolution of the...
By Alice Ierace
Issey Miyake released an unpublished docu-film that shows the birth and evolution of the collection Homme Plissé Issey Miyake and shares a message of freedom, movement and comfort as new codes for men's clothing.Opening with a scene from Flying Bodies, a video that captures the 2013 performance...
Issey Miyake released an unpublished docu-film that shows the birth and evolution of the collection Homme Plissé Issey Miyake and shares a message of freedom, movement and comfort as new codes for men's clothing.Opening with a scene from Flying Bodies, a video that captures the 2013 performance of the Aomori University Men's Rhythmic Gymnastics Team which marks the debut of the collection, the...
OP-Ed: Is Voice Technology the Future of Retail?
By Elisa Carassai
Will the voice-operated assistant change the way we...
By Elisa Carassai
Will the voice-operated assistant change the way we shop?   The first time I came across Amazon’s Alexa, I was amazed by the fact that a voice-operated assistant could work so well. Having Siri on my iPhone, I had never really made use of the...
Will the voice-operated assistant change the way we shop?   The first time I came across Amazon’s Alexa, I was amazed by the fact that a voice-operated assistant could work so well. Having Siri on my iPhone, I had never really made use of the voice-operated system integrated inside my phone, as it would often fail to correctly execute my...
Cult Scandi Brand Cecilie Bahnsen Debuts Shoe Collection With Charles Keith
By Elisa Carassai
Joining forces this week are designers Charles & Keith and Cecile Bahnsen, who collaborated on an...
By Elisa Carassai
Joining forces this week are designers Charles & Keith and Cecile Bahnsen, who collaborated on an exciting shoe line inspired by traditional school-wear. The collection features some of the most classic Charles & Keith shapes and silhouettes which are reinterpreted by Bahnsen and finished with...
Joining forces this week are designers Charles & Keith and Cecile Bahnsen, who collaborated on an exciting shoe line inspired by traditional school-wear. The collection features some of the most classic Charles & Keith shapes and silhouettes which are reinterpreted by Bahnsen and finished with her signature brooch. Four various styles are featured including three Mary Jane designs and a...
Five CBD Brands That Are Doing it Right
By Ludovica Parisi
CBD is being marketed everywhere. From oils and topicals to edibles, there are now infinite ways...
By Ludovica Parisi
CBD is being marketed everywhere. From oils and topicals to edibles, there are now infinite ways to introduce cannabidiols in your lifestyle. However, as buyers get overwhelmed by the number of products being launched every week, companies have to work harder to stand out from the competition....
CBD is being marketed everywhere. From oils and topicals to edibles, there are now infinite ways to introduce cannabidiols in your lifestyle. However, as buyers get overwhelmed by the number of products being launched every week, companies have to work harder to stand out from the competition. So, what is the strategic approach to ensure people’s trust in a product? The answer lies in the...
Cuoio di Toscana Launches Campaign Against Domestic Violence
By Alice Ierace
Italian sole-leather brand Cuoio di Toscana, alongside many companies and institutions of fashion...
By Alice Ierace
Italian sole-leather brand Cuoio di Toscana, alongside many companies and institutions of fashion and luxury leather goods, shared their the commitment to defend women. “Violence against women does not go into quarantine: at the expense of the current moment of emergency, the numbers affecting...
Italian sole-leather brand Cuoio di Toscana, alongside many companies and institutions of fashion and luxury leather goods, shared their the commitment to defend women. “Violence against women does not go into quarantine: at the expense of the current moment of emergency, the numbers affecting this social injury show no sign of diminishing and, if we consider the case of domestic violence in...