“Reinventing Fine Jewelry: Discovering Persée’s Contemporary Approach”

Persée is reinventing fine jewelry with its unique technique and resolutely contemporary approach. Discovery, with its creator Nawal Laoui, of a brand that intends to dust off the world of jewelry.

Guest of our Iconic Business program this Friday, April 29, Nawal Laoui, founder of Persée, unveiled her vision of modern jewelry which is reflected in her collections inspired by the beauty of the world, the art and the purity of stones.

From ancient Greece to Japanese techniques

After studies in luxury and an early career rich in professional experience in the industry, Nawal Laoui draws on her enthusiasm for entrepreneurship to found her own fine jewelry house in 2017: Persée. A name that evokes the Greek king, son of Zeus and Danae, but also a manufacturing technique characteristic of the brand.

During one of her many trips, Nawal Laoui dwells on jewelers in Japan and their ways of working with diamonds. The stones are in fact neither set nor mounted on a support but laser drilled and fixed to the jewelry via a ring. A process that acts as an artistic revelation. The designer then focuses her brand around this practice.

The Perseus touch

These suspended stones embody at Persée the era of the naked diamond, presented in the purest possible form. This contemporary spirit can also be found in the collections of the fine jewelry house. Carried by evocative names, its Perlée, Hélios, Aphrodite, Dancing Green, Chakras or even Bonnie and Clyde lines retain the idea of ​​a second-skin jewel that is as precious as it is elegant.

And to stand out in a highly competitive landscape, Perseus offers parts related to the customer’s numerology as well as an in-store experience where shoppers can have both ends of a bracelet chain soldered. An eternal tie impossible to remove, as if to symbolize a romantic, fraternal or friendly relationship.

Encouraged by its sustainable values, Nawal Laoui indicated that a capsule range with synthetic diamonds and recycled gold was being considered.

The general ambition of the founder is to offer a luxury accessible to all women through her jewels included against 500 and 2500 euros. Today, Persée is present in more than 100 points of sale internationally and derives 70% of its business from foreign markets.