Balmain promotes its jewelry line with dedicated corners in its stores

A year after introducing its first ever jewelry line, Balmain seems to want to accelerate this high potential segment. The Parisian fashion house, owned since 2016 by the Mayhoola fund belonging to the Qatari royal family, has recently set up corners dedicated to its jewelery collections in some of its most important stores, such as those in Paris, New York and Milan, and plans to set up more in its Shanghai and Los Angeles flagships.

Although the company has not shared any figures, it does state that “Balmain Fine Jewelry was a quick success from the start, thanks to a bold design that reinterprets iconic elements from the Balmain archives.” This jewelry line is divided into two main collections, Emblem and Labyrinth, bringing together a total of 23 pieces of necklaces, bracelets, earrings and more, made in French workshops from ethical 18-carat gold, conflict-free minerals and traceable gemstones. Prices range from 1,500 to 22,000 euros.

The first of the two collections, Emblem, features a mix of yellow gold, diamonds, onyx and tsavorite, drawing references both from Balmain’s heraldic crest and from some of the details of the collection that Olivier Rousteing designed for autumn/winter 2012/13 that was inspired by Fabergé eggs. The Labyrinth collection in yellow gold highlights Balmain’s intricate motifs first created by Pierre Balmain in 1970, inspired by French Renaissance gardens, and reincorporated into the collections by the brand’s current creative director.

The Fine Jewelry line was launched in the spring of 2022 under the aegis of Olivier Rousteing, in partnership with Adorisa, the Swiss group from Lugano, with which Balmain signed a license agreement for the creation, production and distribution of the collections. The jewelry is currently available at a few e-tailers, such as Net-a-Porter and Farfetch, and some twenty specialized retailers around the world, particularly in the United States and the United Kingdom. Balmain intends to expand distribution.

To highlight this new product category, jewelry displays with black glass and gold metal backgrounds have been specially created, which fit perfectly into the Parisian mansion atmosphere of the Balmain boutiques. Particularly at the Milan store on the prestigious Via Montenapoleone, where the new corner installation was unveiled during Design Week.

“It is important that the design of each Balmain space emphasizes the second part of the house’s official name: Balmain Paris,” explains Olivier Rousteing in a press release. “Just as we do with Balmain jewelry, we are interpreting our heritage in a contemporary and innovative way, avoiding all clichés.”