Off Vendôme: Six Female Entrepreneurs Changing The Perception Of Parisian Jewelry

Today sees the start of Off Vendôme, a three-day event designed to introduce fine jewelry fans to the delights of the Mont Thabor neighborhood in Paris, just a few minutes walk from Place Vendôme. Six female jewelry entrepreneurs have come together to share their perspective on luxury, showing that there is space for independent businesses in an industry dominated by big groups.

Tucked away between bustling rue de Rivoli and rue St Honoré, rue du Mont Thabor is a quiet street in the 1st arrondissement in Paris, a few minutes away from the sparkle and glitz of Place Vendôme itself, home to the Ritz and the city’s historic fine jewelry HQ. With more than its fair share of upscale flagships, smart eateries and plush hotels, the 1st is a hub for Paris luxury, with a vibe heavily influenced by brands from megagroups like Kering and LVMH. But a few years ago something began to change.

Jewelry entrepreneur Stephenie Roger opened her first White Bird store on rue du Mont Thabor in 2011, as a curated showcase for independent jewelry designer that provided a different perspective to the neighboring Place Vendôme powerhouses. In doing so, she fueled the enthusiasm of a growing, design-led clientele looking for an alternative to the big brands, and today, the neighborhood has become a destination for laid-back luxury with brands like AMI, restaurants like Balagan and in-the-know hairstylist Delphine Courteille. Amongst the luxury businesses in the neighborhood, are no fewer than six female movers on the city’s jewelry scene.

Women spearheading a shift

Roger was followed by ethical jewelry pioneer Dorothée Contour of JEM, then Marie Poniatowski of Stone Paris. More recently, Pascale Monvoisin and Charlotte Chesnais – both also stocked by Roger at White Bird – have opened standalone stores, as well as Statement by Amélie Huynh: “the idea came from Amélie, who is the most recent of the six of us to open in the neighborhood,” says Roger, who now has three White Bird stores across Paris. “I went in to welcome her to the area and she told me about her idea for an event with the female designers nearby. Of course, I loved it!”.

As well as shopfronts on rue du Mont Thabor, or the neighboring streets rue d’Alger and rue du 29 Juillet, the six each juggle business with motherhood as they work to “breathe new energy into jewelry, just a few minutes from the famous, historic Place Vendôme,” says Roger. Proving that we’re always better together, the group galvanized around the idea of opening up their stores to meet new customers, as they enjoyed activities like nail art and piercing and explored the brands, dusting off fine jewelry’s inaccessible image and raising designer profiles.

Off Vendôme is conceived as a stroll around the neighborhood, so start with a walk around Place Vendôme, then branch off – figuratively and literally – down rue de Castiglione to meet rue du Mont Thabor. Follow the signs on the sidewalk to take in the best of the city’s independent jewelry scene. Working east to west, these are the six jewelry disruptors you’ll meet.

White Bird

First, stop by calm, welcoming White Bird for Artistic Director Stéphanie Roger’s current curation of independent jewelry talent, featuring Fernando Jorge, Sia Taylor and Brooke Gregson, alongside her own jewelry line, and get a mini tattoo or a piercing while you’re there. You can never have too many holes in your ears, nor diamonds to fill them.

Stone Paris

A few doors down, is Stone Paris. Marie Poniatowksi started her brand in 2004, with delicate diamond and gold pieces that triggered a movement towards a more accessible price point for fine jewelry and the ‘everyday diamonds’ that have become such a significant part of the Paris girl look. The rue du Mont Thabor store is her first on the Right Bank.

Pascale Monvoisin

Inspired as much by the world of fine art as by the idea of jewelry as a vessel for memory, Pascale Monvoisin started her label in 2009, taking a design-led approach to create costume jewelry using precious materials. You’ll find the colored stone Bowie rings and gold amulets that embody a new kind of Paris style, just over rue de Castiglione.

JEM

In 2010, JEM became France’s first ethical jewelry label, powered by Dorothée Contour and her passionate belief in innovative, sustainable fine jewelry. Her timeless, architectural jewels are designed to make women feel confident, and are crafted from Fairmined gold, lab-grown diamonds and ocean-friendly Fijian pearls. She’s just over the road, on rue d’Alger.

Charlotte Chesnais

Next door is Charlotte Chesnais, who burst onto the scene in 2015, with a bold, fresh jewelry look that owed much to its founder’s background in fashion. The soft curves of her jewels were initially picked out in vermeil, but she has since added fine jewelry to the mix, with the same pure design language that invites a dialog with traditional fine jewelry.

Statement

“Off Vendôme is a chance to bring together six perspectives on French jewelry, from six women who are doing great things on the fringes of Place Vendôme, with creativity and freedom as watchwords,” says Statement’s Amélie Huynh, whose store is on rue du 29 Juillet. For the past three years, she has combined the strength of silver with the sparkle of white diamonds, with a clean, Art Deco sensibility.

Off Vendôme is open to all, you can request an invitation on the Off Vendôme page of the Statement website and pick up an event guide at each of the stores.