Balmain expands into fine jewelry

Balmain enriches its brand universe as it diversifies into the fine jewelry market. The Parisian fashion house purchased by Mayhoola in 2016, owned by the royal family of Qatar, has partnered with Lugano-based Swiss group Adorisa who will manage the project under a license. The gender-neutral products will be designed by the label’s creative director, Olivier Rousteing, “in an audacious and inclusive spirit.”

“As to ensure the highest levels of quality, craftsmanship, and sustainability, Balmain has relied on the expertise of the Adorisa Group, the start-up founded in 2021 by luxury jewelry and fashion professionals with decades of experience and leadership. The entire collection is designed in Paris and manufactured in the finest workshops in France,” indicated the brand in a statement.

The fine jewelry collection will be available worldwide at Balmain boutiques, leading multi-brand retailers in the luxury fashion and jewelry sectors, and on the brand’s online website. “The collection will consist of 32 designs, made from ethically sourced 18-karat gold, conflict-free minerals, and traceable gemstones,” added the brand.

“Fine jewelry is, of course, a natural extension of Balmain’s luxury universe,” stated the company’s CEO, Jean-Jacques Guével. This diversification into a very successful market segment, a privileged brand extension for many other luxury houses, should enable the brand to consolidate its positioning in the very high end of the luxury market.

Balmain continuously multiplies its number of projects, as it also recently released a collaboration with Barbie. As the fashion house increasingly grows, it introduced two new leadership positions at the beginning of the year in order to help strengthen its management; Lily Liu was appointed president for the Greater China market and Emily V. George as president of the brand’s main market, the Americas.

Balmain expands into fine jewelry

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