Balmain, the luxury fashion brand owned by the Qatari royal family’s Mayhoola fund, is placing a significant emphasis on its jewellery line. The brand is introducing dedicated corners in its stores as part of its strategy to expand in the high-potential jewellery segment. These corners can already be found in key locations such as Paris, New York, and Milan, with plans to establish more in flagship stores in Shanghai and Los Angeles.
Although specific sales figures have not been disclosed, Balmain has stated that its Fine Jewellery line has been a rapid success. This success can be attributed to the bold designs that reimagine iconic elements from the brand’s archives. The jewellery collection is divided into two main lines, Emblem and Labyrinth, and features a total of 23 unique pieces of necklaces, bracelets, and earrings. The products are meticulously crafted in French workshops using ethical 18-carat gold, conflict-free minerals, and traceable gemstones. Prices for the collection range from 1,500 to 22,000 euros.
The Emblem collection incorporates yellow gold, diamonds, onyx, and tsavorite, drawing inspiration from Balmain’s heraldic crest and elements from Olivier Rousteing’s autumn/winter 2012/13 collection, which was influenced by Fabergé eggs. On the other hand, the Labyrinth collection showcases Balmain’s intricate motif in yellow gold, originally created by Pierre Balmain in 1970 and reinterpreted by the brand’s current creative director.
In spring 2022, Balmain launched its Fine Jewellery line under the leadership of Olivier Rousteing, in collaboration with Swiss group Adorisa. The two companies signed a license agreement for the creation, production, and distribution of the collections. Currently, the jewellery is available through select e-tailers such as Net-a-Porter and Farfetch, as well as approximately twenty specialized retailers worldwide, particularly in the United States and the United Kingdom. Balmain has plans to further expand its distribution in the future.
To highlight the new jewellery category, Balmain has created specially designed displays with black glass and gold metal backgrounds. These displays harmonize with the luxurious ambiance of Balmain’s boutiques, particularly at the Milan store on Via Montenapoleone, where the new corner installation was unveiled during Design Week. Olivier Rousteing emphasizes the importance of each Balmain space showcasing the brand’s Parisian heritage, while also presenting a contemporary and innovative approach that avoids clichés.
By promoting its jewellery line with dedicated corners in its stores, Balmain demonstrates its commitment to broaden its offerings and attract new customers in the luxury jewellery market. With its distinctive designs and dedication to ethical practices, the Fine Jewellery line is expected to captivate discerning clientele seeking unique and exquisitely crafted pieces. As Balmain continues to expand its jewellery business, it will be intriguing to observe how the brand’s reputation and influence in the fashion industry extend to the realm of luxury jewellery.
Useful Links:
1. Balmain Official Website
2. Net-a-Porter (an e-tailer where Balmain’s Fine Jewellery line is available)
