Humour now has a true freedom of the city

The earrings were found at the foot of the FIR, the collier received Valentine's and the ring of the twentieth anniversary of marriage have competition: the gold bracelet bought on an impulse or pendant Amethyst that a woman offers to go with a new dress. Precious jewellery have become fashion accessories "signing" a silhouette in the same way as a handbag.

The attitudes of women, as the supply of jewellery have significantly evolved. "They are awaiting or the gift of a man or a particular occasion to buy a jewel that can reach 1,500 or 2,000 euros." They hesitate more, also, to exchange a ring or collared offered their please not, finds Valentine Lecêtre, creative and organizing public show of creative Jewellers Kara. When a woman chooses a creator, it personality and the story he tells.

Maryelle German, the Agency Carlin International marketing manager, sees the rise of the single one of the origins of the current mutations. "The concept of heart care a real place in the purchasing decision," she added.

Collective communication of the Professional Development Committee of the watchmaking, jewellery, jewellery and silversmithing (CPDHBJO) tries to play on all the tables. His last campaign goes even to the very supported wink placing in the mouth of women wearing a new jewel of the sentences clichés such as: "that is what it is beautiful when it taps its code" or "this is for all time where it has forced me to watch football." And does not hesitate to try the spontaneous purchase: "I found a place just outside a jewellery, it was a sign not" or "today, it is not my birthday, it celebrates". At the time, the proposals bloom. To register in the air of the time, it becomes difficult to stakeholders in the mode to ignore the topic. Beyond the additional turnover and the desire to brand extension, these claws are passing a new weapon to position themselves in the luxury. Many more to make an incursion. Like Paul & Joe, which launched her jewelry collection. Or Zadig & Voltaire who called his own mylittlejeweldeluxe. Both are particularly present at the spring Haussmann in Paris, established a pole of jewellery designers.

Even the offer for children looks way beyond the traditional medals and gourmettes, the image of the mark Kidou. This last dare, for juniors, the precious stones such as sapphires mini or diamonds on Teddy bear pendants. Jewellery for men, out of his confidential bubble. Lafayette man in Paris it is a beautiful jewel.

Actors already diversified into the world of jewellery pass at the same time a top notch. Baccarat, which already mixed crystal and gold or silver, diamond was added in a model as the ambush ring. MONTBLANC, who has invested the niche two years ago with money products and semiprecious stones, on release in early 2007, a collection of fine jewelry, and in February, another jewellery.

Jewellery them even open up new avenues. Beads are available in several colours, when color diamonds, including black or the Sapphire rose make a breakthrough. "Today, a beautiful stone is not necessarily perfect." "They rediscovered those defects, character and more accepting the vagaries of nature that make the single object", complete Monique Large, Director of project Dezineo, Agency Council marketing and innovation author of a study on "the precious". "We play on hidden-unveiled: upside, in contact with the skin, is worked;" diamonds are cut in a particular way to let appear hearts and arrows when they are viewed with a magnifying glass as in Secret Inside. "Jewellery come alive, with stones left free in the creations of Yaël Sonia", she continues.

Different trends to return the ball, the build-up to the collections in fine, rare pieces in diamonds strung on cords of colour at Redline or on transparent fishing wire in Transludia. "For long, the piece of jewellery with precious stones was in the timeless." "Today, is attaching a notion of ephemeral, momentum, new luxury customer is ready to accept the exploration of new fields, even if the weight of tradition remains strong", said Maryelle German.

The players in the sector are already more fancy with noble materials. Rosset-Gaulejac launched jewelry incorporating the fingerprints of the person to whom they are intended. Agop Castany imagined a necklace with diamond music notes are the first step of "Carmen" by Bizet. Humour now has a true freedom of the city. "The universe of jewellery lives a true revolution." The woman relying to see his difference, creative Jewellers dare go further. Everything is allowed today. Associate the diamond and the money did not. "Over now", observes Valentine Lecêtre. The creation was still beautiful days before it.