June 22, 2012
What sets a brand apart from the rest? The right mix of creativity, passion and the desire to evolve. Discover French brand Les Néréides and their unique recipe for success.
In 1980, The quirky combination of Pascale and Enzo Amaddeo, two young artists with a passion for jewelry, led to the birth of Les Néréides, a whimsical store for fine costume jewelry. Flash forward to present day, and you can now find Les Néréides in 32 shops and department stores worldwide! With the imaginative and fanciful universe of costume jewelry, it would seem that a little bit of magic and luck was behind the success of this brand, but a lot of traveling and scouring the world for the most unique treasures have helped this retailer stand apart from the rest.
In Greek mythology, Les Néréides were the sea nymph daughters of Nereus, the Old Man of the Sea. They were known for their great beauty but also for their power to reinvent themselves. Les Néréides has mastered just that. Through endless traveling and discovery, the continuous search to develop the new and unusual has been an integral element of Les Néréides success, playing an important role in their steps toward expansion. Who said that you shouldn’t mix business and pleasure? Bringing a token back from each trip, the designers have based their new collections on the many curious items that they have come across in their travels.
After a modest start in Nice, France, Les Néréides now has shops in France, England, Belgium, Italy, Portugal, The United Arab Emirates, Malta, Taiwan, Japan and Hong Kong, as well as an online boutique opened in 2011. Their first concept store was opened in Paris in February 2009 and puts a new spin on product presentation, with an eclectic display of jewelry collections amongst favorite decorative items selected by the creators.
Interested in learning more about Les Néréides? Meet them at MAPIC this November!
Image: flickr M I SC.