Poiray, the in-depth story of jewellery-making à la française.
The French brand brought out its first women's accessories back in the year 1975. As for the founders, they are the duo François Hérail and Michel Hermelin. The two men's principal objective was to revolutionise the world of jewellery by creating pieces women could wear in their everyday lives, whatever the occasion. Nathalie Hocq would continue the revolution when she arrived in 1986, by making this luxury jewellery even more attainable. The French brand produces jewellery and watches for both men and women.
Timeless jewels to be worn by modern women.
The women's jewellery designed by Poiray is a perfect symbol of French elegance. You can often identify art-deco influences in the style, in the materials and in the form of the label's creations. Whether in the field of watches or jewellery, Poiray displays meticulous craftsmanship and exceptional know-how. Every piece is made in the brand's workshops with uncanny attention to detail. The notion of innovation is also paramount to being able to offer clients pieces the like of which they will not find in rival collections. That is the case for the famous interchangeable watch design, which allows the wearer to change straps at will.
A brand with a highly-polished communications strategy.
Over the years, the brand Poiray has expertly optimised its sales network. New shops opened at addresses in Bordeaux, Lyon and London, followed by Japan. Japan represents the brand's highest export revenue. As for advertising, it is an area to which Poiray devotes around 15% of its revenue. The House has a preference for using digital tools and social media to create interest and raise the brand's profile. It has been known to enlist the services of Isabelle Adjani who has acted as muse for the label on numerous occasions.
Vestiaire Collective sells an impressive range of women's jewellery. Whenever the French brand Poiray comes up, we think about the following flagship pieces of jewellery: