After three years of strategic repositioning, French jeweler Mellerio has set its sights on a U.S. expansion with a debut at Bergdorf Goodman.
Established in 1613, Mellerio stands as the oldest independent jewelry house in the world, boasting a legacy steeped in history and Parisian craftsmanship. For over four centuries, this family-owned establishment has adorned royal clients and now, the modern American woman.
Debuting at Bergdorf Goodman’s flagship location on 754 5th Avenue, New York, until October 2024, Mellerio is making its introduction to the American market with its ‘Color Queen’ collection, a symphony of gemstones crafted into accessories that seamlessly blend tradition with contemporary allure.
“Mellerio has witnessed a promising evolution over the last three years thanks to its strategic repositioning and the launch of several new collections that have continuously attracted a discerning American clientele,” explained Laure-Isabelle Mellerio, president and artistic director, alongside Christophe Mélard general manager.
“Given this momentum, it was a very natural move and pleasure to envision a physical presence of Mellerio products in the United States, available at the esteemed Bergdorf Goodman New York flagship store.”
In an exclusive conversation with FashionNetwork.com, both Mellerio and Melard delve into their American market debut and shed light on the brand’s future endeavors.
FashionNetwork.com: Why did you choose Bergdorf Goodman as the exclusive partner for this launch?
Laure-Isabelle Mellerio and Christophe Melard: Since 1899, Bergdorf Goodman is perceived as the most exquisite and exclusive department store in the United States for any luxury brand aiming to win the heart of Americans. For a house like Mellerio, with over 410 years of history, there was no better option, especially considering that the management of Bergdorf Goodman took ample time to visit our Mellerio flagship store in Paris to explore both our new and vintage pieces.
FN: Mellerio has recently undergone a significant repositioning strategy, which included ventures into new product categories such as watches and perfume. Could you elaborate on the rationale behind this strategic shift and how it aligns with the brand’s long-term vision, especially as Mellerio prepares to make its mark in the U.S. market?
L-IM: Since 2021, under my guidance as creative director and Come Mellerio overseeing the implementation of a new commercial vision for the brand, Mellerio has undergone a strategic repositioning that extends beyond product lines, to our image and merchandising strategy. Central to this transformation are two strong pillars of Mellerio’s identity: the distinctive shape of its signature diamond and its longstanding tradition of celebrating “colors” throughout its collections.
The M Cut Watch stands as a unique and iconic timepiece. Meanwhile, our new perfume ‘Couleurs Vendôme’ offers an olfactory journey that harmoniously blends the allure of colored gemstones with the timeless elegance of Place Vendôme, the historic home of Mellerio.
FN: The ‘Color Queen’ collection seems to be a highlight of the launch at Bergdorf Goodman. Could you tell us more about the inspiration behind this collection and the significance of working with gemstones?
L-IM and CM: ‘Color Queen’ rings are a tribute to the maison’s Italian roots and to the great period of inspiration and creativity that was the Renaissance — an important period in our history, notably intertwined with Marie de Médicis, one of the most influential queens of her time. We’ve played with the contrast and harmony of stone colors, intricately weaving designs, and the craftsmanship of grain settings to evoke the opulence and joy of this rich and flamboyant period.
FN: What sets Mellerio apart from other luxury jewelry brands currently available in the U.S.?
L-IM and CM: Without wanting to be perceived as pretentious in any way, Mellerio doesn’t like to be compared to others, as the brand has always prided itself on its distinctiveness and discretion. With a long history, enduring family resilience, and a consistent ability to reinvent itself while catering to a discerning clientele, Mellerio knows how to capture and draw designs from its rich archives with a timeless yet contemporary allure. Consider this: which brand in the United States can boast traces of its creations dating back to the Renaissance period? It’s this heritage that sets Mellerio apart in most markets.
FN: With the launch at Bergdorf Goodman, what are your aspirations for Mellerio’s presence in the American market, and how do you envision the brand’s growth trajectory in the U.S.?
L-IM and CM: Mellerio has always took the time to grow and attract a discerning clientele eager to treat themselves to something different. I am convinced that New York, but also all of America will fall in love with our history, creativity and exclusivity. Over time, step by step, Mellerio will win over the hearts of American women. My dream for the 21st century is to see Mellerio return to a position it should never have relinquished in the United States during the 20th century.
FN: Are there specific regions or cities the brand is targeting, and if so, what factors inform these decisions?
L-IM and CM: As we observe and welcome an increasingly diverse American clientele from across the United States in our Parisian flagship store, I am convinced that Mellerio, with its rich history and new collections, could find success in all key American cities. Of course, this endeavor will require time and the support of strong ambassadors, both in the form of enthusiastic retailers and loving customers who are often the best advertising for Mellerio.
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