Showcasing Mellerio heritage, the pop-up at Bergdorf Goodman brings new collections to the New York retailer.
brand — the world’s oldest family-owned jeweler, dating to 1613 — to take residency in the retailer’s pop-up space, showcasing a wider breadth of the house along with a rare glimpse of a heritage piece crafted for Marie Antoinette.
The exclusive residency marks a significant next chapter for the brand after three years of repositioning that included the launch of watches and a perfume. Now Stateside, Mellerio continues to expand its footprint outside of France, bringing to the U.S. a cameo bracelet crafted by the brand for Queen Marie Antoinette.According to brand lore, around 1780 a 15-year-old Jean-Baptiste Mellerio stood in front of the Versailles Palace with his jewelry presentation chest, known as a “marmotte.
The residency tells a deeper brand story, bringing a taste of their Parisian boutique at 9 Rue de la Paix to New York with historical jewelry plasters, archival drawings, as well as wallpaper designed by Laure-Isabelle Mellerio, president and artistic director of the brand. The technique used in the Queen of France’s bracelet is still used today, “which involves hand-carving on shells,” she explained.
He continued, “This direct and quick approach to the act of buying is found among our American customers, who buy both at BG and in the Paris flagship. The other significant point is that the customer is also ready to make a decision to buy jewelry on a higher budget much more often than a European or Japanese customer.”
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