One is in Paris, the other settled in Geneva. One comes with a swirl of fashion frenzy, her counterpart has nurtured her experience in the muffled quietness of jewelry retail salons. Muriel Piaser and Axelle Loichot share a common vision of luxury, vast and eclectic networks, plus a sensitive approach to the future marketing of unique jewelry pieces. These viewpoints have come closer to form a partnership that bridges Paris and Geneva to voice up Muriel and Axelle’s philosophy and ideas of jewelry as exclusive. An express interview with inspiring professionals that mirror each other’s viewpoint.

Muriel, what is your definition for « exclusive »?

‘Exclusive’ relates to the feeling of holding an object for oneself, without sharing. With regards to my work environment, where precious jewels are everywhere, ‘exclusive’ is close to authentic, craftsmanship, know-how, therefore unique – but ethics come close too.

What are the main reasons why designers come to you?

Above all, it’s a matter of encounters and momentums when we share the same passion. Then, we let the magic begin. I am so lucky to work with brands that state strong values and ethics, wrapped in a solid narrative, showcasing unique pieces. I do my best to push them forward, day after day, through my domestic and international network of professionals. This promotion operates through retail, media and trend setters. I am so blessed to have PRECIOUS ROOM by Muriel PIASER, as it acts like an incubator for all these fine jewelry designers and talents to bloom.

What is your vision of the jewelry industry in a post pandemic world, where purchasing patterns have been shaken?

We are undoubtedly heading towards a “phygital” scheme, mixing custom events taking place on physical locations and digital highlights scheduled on multiple virtual showrooms. This transformation can be seen as a “Digital Renaissance” that has grown increasingly obvious since the beginning of the pandemic. The jewelry market has smoothly adjusted to this new situation, as outlined by the turnover generated through brand-owned e-shops or platforms and virtual showrooms. Customers are eager to find high added-value products that bear the brand designers’ values, its narrative, all served by a user experience high in emotions. The jewelry market perfectly ticks all the boxes for this pattern.

One last question: what are your current projects for 2021-2022?

2021 is when I focus on holding a digital PRECIOUS ROOM by Muriel PIASER exhibition, proudly showcasing no less than 28 jewelry designers and brands. And 2022 will be the year I turn to phygital!

Axelle, what is your definition for « exclusive »?

First and foremost, exclusive is the ability to stand out. My idea of ‘exclusive’ naturally stretches to the ability to embrace a certain boldness. As I see it on a daily basis, this ‘exclusive’ idea applies to retailers, designers and customers!

What are the main reasons why designers come to you?

I am blessed with an extensive, 360° knowledge of the whole jewelry industry, ranging from supply chain to sales, which enables me to operate at any level. Most of all, my consulting activities take the jewelry business as a whole – no clusters. Therefore, the structured solutions I develop for my clients are straightforward and efficient. I often call upon my extensive network of talented professionals, enabling designers or retailers to find the right person for their needs. Lastly, I am passionate about jewels and their industry, and I am eager to share with my counterparts.

What is your vision of the jewelry industry in a post pandemic world, where purchasing patterns have been shaken?

Despite the pandemic and its economic consequences, the luxury business has been quite spared – an all-time refuge. While many brands and designers have shown agility during lockdowns and gradually turned to digital solutions to maintain their activity, time has come to pursue this transformation towards new solutions. Beyond e-shops, brands and designers may opt to add sparkles and build a new kind of relationship with their customer base: entertain on site and online, create exclusive events, stage up all boutiques to let the magic happen and generate shared emotions.

One last question: what is on your agenda right now?

I dedicate a large share of my time mentoring and tutoring students who specialize in Luxury masters, I recently delivered a lecture to MSc Luxury Management students at EM Lyon. This was a perfect opportunity to share my vision at large for the watchmaking and jewelry industry. Tutoring also extends to students graduating in a Business Development Master, where my focus is on sales and strategy. I am eager to share my experience and knowledge, teach them about the cultural, historical but also strategic and economic dimension of jewels. The jewelry industry remains an Eldorado that gathers multiple, scattered talents and experts, my job is to help students better decipher that very special world. Besides, I am looking forward to visiting forthcoming tradeshows onsite but mostly, I am relishing on my upcoming visit of the Van Cleef exhibit in Paris: you may hear from this visit shortly!

Photo credit :  Christian Lartillot, Gilles Piel, studio prezzo