French jewelry house ‘Coloff’
A brand belonging to the French Vendôme Association, the jewelry mecca
Word of mouth among department store VIPs after launching in January
Emphasis on popularization of 4 major jewels by finding rarity
From Black Diamond to High Jewelry line
[이데일리 백주아 기자] “’Cartier Love’ or ‘Van Cleef Alhambra’ are boring now. Among those who are looking for rare things that others do not know, ‘Colof’ is the most popular.”
French luxury jewelry and watch brand Korloff is gaining popularity among jewelry enthusiasts. It is attracting attention as the last brand to enter Korea among high-end luxury brands located in Place Vendôme in Paris, France, which is called the mecca of jewelry.
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As soon as I entered the Colof store in Pangyo of Hyundai Department Store (069960), which I visited on the 15th, a ring with black diamonds caught my eye. The ‘Collove’ product, which has a sharp design and has a heart shape on all sides, is one of the representative designs of Coloff.
A store official explained, “In Italian culture, black diamonds are regarded as ‘lucky charms’.”
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Established in 1978, Colof is a high jewelry brand registered with the Place Vendome Association in France along with Chaumet and Van Cleef & Arpels. Compared to the 200-year-old jewelry house, it has a relatively short history, but it is famous for opening stores only in the most expensive areas of the world’s luxury streets.
Colof operates more than 40 stores around the world, including France, Germany, Dubai, and the United States. In Korea, Baejae Tongsang secured exclusive rights in 2020, followed by Lotte Duty Free’s Myeongdong main store and Hyundai Department Store’s Pangyo branch in January.
Colof’s founder, Daniel Peiser, was a renowned French jeweler, diamond businessman and gem collector. He named the brand Koloff after getting his hands on the black diamond rough stone ‘Koloff Noir’ owned by the Russian aristocratic Koloff family, a symbol of wealth and fortune.
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The fact that Koloff went viral among department store VIPs can be attributed to the high demand for new products. As the number of people looking for jewelry increases with the increase in luxury consumption after Corona 19, even the four major luxury brands such as Cartier, Van Cleef & Arpels, Bulgari, and Tiffany are recognized as popular. It seems that the fact that it can be worn is approaching as a charm. The representative line, the Eclat Collection, was designed with the motif of the pyramid of the Louvre Museum in Paris. Like the name Eclat, which means bright light or sparkle in French, the collection stands out for the brilliance and light of diamonds. In particular, it is possible to create new jewelry by combining several pieces of square and triangular handwork designs and round-cut diamonds of various shapes.
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“More than 90% of customers who purchase COLOFF are VIP members of department stores,” said a Koloff official. It seems,” he explained.
KOLOFF has a unique diamond cutting processing technology ‘K88’. In general, if diamonds are processed with 57-58 cuts, K88 cut diamonds are known to have excellent divergence and shine.
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Koloff also has a large number of high jewelry lines with ergonomic designs. High jewelry products produced by hand over 200 to 300 hours are highly collectible because they are never remade with the same design twice. Currently, Koloff is exhibiting the ‘Envoli Poetique Collection’ suitable for the blossoming spring until May. Inspired by the scent of jasmine, the scent of petals blooming white in the deep night, this product was created through 300 hours of manual labor. The splendid diamond pavé, which embroiders the petals densely, perfectly expresses the ‘flower of moonlight’ jasmine.
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