Mellerio looks to rejuvenate brand, names dancer Hugo Marchand as first ambassador
The iconic French jewellery house, which traces its history back to more than 400 years and has had 15 generations of the same family committed to preserving its craft, is looking to rejuvenate. Known as the favourite jewellery brand of European royals, Mellerio is now aiming to introduce its luxurious products to a younger clientele and to tell its story, unknown to many, to the general public. In line with this new communication strategy, the maison has signed a partnership with one of France's most famous dancers: Hugo Marchand.
"The grace and lightness of dance, like the purity of a diamond, have this natural quality that astonishes both men and women. This feeling experienced when art is brought to its climax is not intended for one gender only. Therefore, it was almost a given that the paths of the world's oldest jeweller would cross with the 'étoile' dancer Hugo Marchand", said the Mellerio brand at the official presentation of its new ambassador, during the last Paris Haute Couture Week.
An intimate cocktail party received the guests in one of the rooms of the Mellerio boutique just a stone's throw away from the Opéra Garnier, located at 9, rue de la Paix, in the 2nd arrondissement of Paris. The maison has been established in the French capital since 1613.
Its proximity to the Opéra Garnier has made this collaboration inevitable.
"I often walk past the Mellerio boutique on my way to work. The alliance came very naturally, as we share many values", said the dancer, confessing his love for fashion, which has already led him to regularly attend fashion shows such as those of Italian designer Giorgio Armani. Moreover, the artist has continued to gain worldwide recognition since 2017, when he received his coveted "étoile" at Tokyo's Bunka Kaiken. For its part, Mellerio boasts a long-standing presence in Japan stretching back more than 30 years and is the Imperial Court's brand of choice.
In celebration of this collaboration, Mellerio and Marchand drew inspiration from dance to create the iconic 'Mellerio Cut' diamond, a jewel that pays tribute to the famous Beau Sancy diamond and to the history that has associated the brand with Queen Marie de Médicis since 1613.
"2023 will be a year filled with exciting moments and will showcase the combined talents of these two passionate individuals," said the maison, led by its president and artistic director, Laure-Isabelle Mellerio.
A member of the 14th generation of the Mellerio family, the brand's president, originally from Craveggia in Italy, has a background in interior design, art history and gemmology. Her goal as head of France's oldest family-owned jewellery house is to "nurture the authentic and contemporary image" of the brand through modern and elegant pieces inspired by Italy, characterised by contrasting shapes and colours, as well as luxurious materials.
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