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Between tradition and modernity, elegance and heritage.
If Poiray was a letter, it would of course be P. The ‘P’ of Parisians, of Precious Stones and the Prestigious rue de la Paix, where the Maison settled in 1973 and rattled the world, the ‘P’ of Place Vendome, with its convictions as in its traditions.
Poiray developed a credence shared by its founders, François Hérail and Michel Hermelin: whether its rings, bracelets, necklaces or earrings, precious jewelry should be elegant, creative, worn at any occasion and suit any mood. Poiray made this new femininity its own, embracing the edgy style of the early 1970s. It was an immediate success.
“ Bold creations are an instant hit ”
Nathalie Hocq stepped on the scene as artistic director of Poiray, setting things in motion. Her know-how of the ins and outs of the domain was exactly in line with Poiray’s essence. A true Parisian and acquaintance of street artists, she was a woman of her time whose legendary creations for the Maison reflected her concept of a more open-minded luxury brand: precious jewelry isn’t just for fancy occasions, but part of the everyday lives of women, who live a thousand days in one.
“ Creativity at any cost ”
The watch “Ma Première”, created in 1987—a symbol of the Maisons’s watch expertise—put an Art Déco touch to the iconic range. Known for its easily interchangeable styles, it was available in yellow gold, rose or steel, and donned with 2, 4, or 12 lines of diamonds or even the luxurious “full pavée” option.It used Arabic numerals instead of Roman, played with colors and materials of different bands, which could be changed to suit any style (thanks to its unique clasp opening), from exotic animal skins to neon leather, metallic rice grains to pearls or satin.
“ An iconic range infused with an Art Déco design ”
The heart, the emblem of Maison Poiray, made an appearance in many jewelry collections with Coeur Entrelacé. Always a favorite, it evolved to incorporate either gold or diamonds, as well as fine stones and ornaments. The first Maison in Place Vendôme to refuse to only use precious stones, Poiray infused its creations with a rich pallet, offering fine stones as well. With a touch of modernity, these fresh classics had instant success: Parisians loved them, and their popularity kept growing.
“ The elegance of fine and precious stones ”
From then on, the Poiray universe continued to evolve, playing with figurative motifs - flowers, hearts, etc – as well as architectural details - gadroons, spirals, and filigree pieces—and cultivating themes of love, inheritance and color. This jeweler's credo had been renewed throughout the collections, and gained momentum, thanks to the French family-owned company AMS, which was already very involved in the world of luxury. Having become owner of the brand in 2013, Jean-Paul Bize, President of AMS, wanted to energize the Maison Poiray while respecting the charming assets of its creations.
“ The infinite game of color ”
The Maison Poiray decided to hand its artistic direction to Aurélie Bidermann. A jewelry designer for more than fifteen years, Bidermann is a pure Parisian globetrotter. Living between the banks of the Seine, New York, and mysterious hiding places in the Mediterranean, she follows her pleasure-seeking flair and her taste for art. Her first creations, called L'Attrape-Cœur and Lolita—a nod to her favorite writers—have luxurious curves and streamlined looks that are close to Poiray’s heart. Light-hearted jewelry to wear alone or in a colorful collection, these lovely necklaces and rings are the epitome of charm.
Today, the Maison is writing a new chapter, one that could also start with a P: a Paradise that every woman can invent with Poiray.