Under the collective label “Joaillerie de France” three outstanding French brands are exhibiting at Couture for the first time

The “Joaillerie de France” collective brand certifies that products stamped with this hallmark have been designed, manufactured, assembled, set, and polished in France, with respect for the traditional “State-of-the-Art” rules of French jewellery manufacturing and in compliance with the legal, social, ethical, and environmental standards. Among the criteria that distinguish French jewellery are creativity, excellence, and savoir-faire, thus making these precious jewels unique.

Joïa, Mathon, and Umane will be showcasing their creations at the Joaillerie de France booth #228 at the 2009 Couture show at the Wynn Hotel in Las Vegas, May 28 to June 2.

The jewellery of Joïa is designed to evoke love and passion. The curvaceous and sensual—and sometimes abstract—forms are animated by a flowing stream of precious gemstones and diamonds. The creator of these precious pieces is Jean-Pierre Moreira who, after working many years for one of Lyon’s most respected jewellers, opened his own atelier in 1998. “My muse is the woman with a romantic sensitivity and a very feminine look, whose spirit is faithfully embodied in the jewels,” explains Moreira, who nourishes his inspiration with travels to Brazil, Sri Lanka, and India in search of the perfect coloured gemstones. Joïa’s collections have been well received by retailers around the world whose clients are seeking high quality, unique, and contemporary pieces with a feminine and luxurious flair.

www.joia.fr

Mathon jewellery represents a subtle alliance of contemporary, classic, sensual, elegant, and original designs. Inspired by Nature and the arts, the colourful designs enhance the beauty of the stones. Founded in 1931 as a workshop that manufactured for renowned international brands, the company launched its own collection in the 1970s. In 2007, Mathon received formal recognition as a “Living Heritage Company” by the French government. It is now run by Frederic Mathon who has expanded the brand globally, with distribution in North America, Japan, and Europe. The collections range from whimsical to classic contemporary to one-of-a-kind and exclusive pieces. As John Thompson, of Atlanta-based jeweler Mednikow, says, “They have been attracting a lot of attention. Our patrons love the fanciful and fantastic colors from Mathon. Just slip one of Mathon’s frog or turtle rings on a client and watch their eyes light up! We are excited to have this collection at our store.”

www.mathon-paris.com

Umane, a soft and gentle name that suggests force and vital energy, is a company focused on innovative jewellery. The brand is young but partners Valerie Brun and Maé Jund have complementary talents and share a passion for excellence and for shaking up traditional codes with daring designs. Inspiration comes mainly from Nature and its eternal lifecycle. Organic shapes, subtle ranges of tones suggesting the rhythm of the seasons, unconventional materials, airy movements, and feminine sophistication are all part of the collection, evoking comments from their Japanese distributor, Takenakashouten Co. Ltd., such as: “I understood immediately that Umane pieces were created by women—they are sensual, tactile, and subtle,” or “My clients adore the Bo Pise earrings because they are so visual, ethnically inspired, and contemporary. They are a real bestseller,” or “The Pebble earrings are simple, chic, and can be worn day or night.”

www.umane-paris.com