Precious Room by Muriel Piaser, the B2B jewelry trade show made in France

The new edition of Precious Room by Muriel Piaser will take place on January 26th, 2022 at the Palais Vivienne in Paris. Created in 2019, Precious Room by Muriel Piaser is a B2B trade show where jewelry professionals can meet a selection of designers, willing to set up a distribution network. From the trade show to the digital platform, the concept has evolved over the years to adapt to new purchasing methods and offer brands different areas of visibility. Precious Room by Muriel Piaser will also be present in March as part of its partnership with Who’s Next. The event being a true foyer to the showcases of jewelers, we wanted to learn more and have met its founder, Muriel Piaser.

Hello Muriel, you have created Precious Room, a unique trade show based on the model of trunk shows used in fashion. How was this concept born?

After 15 years spent in fashion and accessories trade shows in Paris, New York and Tokyo, I launched THE BOX, a show dedicated to jewelry and fashion accessories, in Paris in 2006. I spotted talents that are now world-renowned brands. I had foreseen the arrival of high fashion and fine jewelry in distribution, especially in concept stores and multi-brands promoting lifestyle. Beyond the fact that I am passionate about jewelry, I noticed that the jewelry market is very dynamic and has a future because it carries identity and strong values. It was obvious for me to launch Precious Room in response to market needs – the market tending towards the “democratization of fine jewelry in the fashion industry”.

How does your event stand out?

Precious Room is a unique concept inspired by trunk shows that breaks away from the traditional codes of showrooms and trade shows, with the aim of facilitating business between designers and distribution stakeholders. Taking advantage of the exceptional setting that is the “Palais Vivienne”, the event takes place during the Paris Haute Couture period so it can benefit from the luxury and international image of Paris, the capital of fashion, but also because it aligns with pre-collection purchase periods, during which 70% of budgets are booked by the buyers. Precious Rooms is a promotional and launching showcase for brands that want to make a name for themselves, as well as a preview for established brands that want to anticipate orders.

How have you developed the concept since its creation?

Faced with the pandemic, I had to reinvent myself to overcome the impossibility of travelling. I set up a partnership with www.lenewblack.com, a reference in terms of virtual B2B showrooms, by creating a page dedicated to Precious Room by Muriel Piaser where each brand has its own marketplace, allowing French and international buyers to make purchases online. It is my ambition to make “Precious Room” travel internationally, to concept stores or world-renowned trade shows by presenting it as a “trunk show” or a “showcase”. The concept can be extended beyond the physical event via the website www.precious-room.com. It is also a digital edition that serves to support the biannual physical edition of Precious Room by Muriel Piaser all year round. I look to the future with a “PHYGITAL” format, a mix between physical and digital editions. The digital showroom is an additional tool for brands, in terms of promotion and commercial support.

How many exhibitors do you have this year? Who are the "newbies"?

For this PR#5 Precious Room by Muriel Piaser edition, 35 French and international fine jewelry designer brands are represented at the Palais Vivienne. I am very happy to welcome a selection from the new avant-garde jewelry scene, with Léa By Léa Milekoska, Maison H Jewels, Rivka Nahmias and many others… I invite you to discover the full list of brands on www.precious-room.com.

How do you select exhibitors?

My selection stems from my personal preferences but also from trends. I am passionate about young creation. I try to showcase them by putting them alongside more established, leading brands. I am always alert – I am constantly prospecting on the field as well as on digital and social media. I have always loved unearthing future talents, brands with high added value, and thus offer my concept, my vision to the various stakeholders in the jewelry and fashion industry.

In an industry dominated by marketing campaigns, what advice would you give to young designers looking to grow their brand?

My advice to brands is primarily focused on showcasing the product and being consistent in collections. It is also important to have good price adequacy according to brand positioning and market expectations – all of this supported by a good marketing strategy. Nowadays, digital marketing is essential, especially on social media. I advise then to offer an “intelligent and embodied brand”. Additionally, it is essential for designers and brands to launch their e-commerce platform and build their community alongside the B2B aspect. One cannot be without the other these days.

Tell us about your attendees, what are they looking for?

My attendees are passionate about the jewelry and fashion industry, which are becoming increasingly tied up. One completes and asserts the personality of the other. French and international buyers, the press, opinion leaders, VIPs – all come to Precious Room by Muriel to seek inspiration, new trends, the new avant-garde generation and the new fine jewelry scene. I am perceived and known as an "incubator" of new brands and a talent revealer. I am honored by it, and my permanent challenge is to keep eliciting emotion during their visit and offer them a powerful experience.

How is the jewelry distribution sector currently doing? What challenges do you think distributors are facing?

Today, the jewelry industry is doing rather well in the face of an economic situation weakened by the health crisis, because this sector provide reassurance through the values it conveys – craftsmanship, art, ethical code... We all know that in these turbulent times, the challenges are great but not insurmountable. Buyers are increasingly looking for brands that have strong DNA, meaning, values, transparency, and that are embodied. The distribution sector is evolving towards a quest for these products and taking more risks than before by investing in jewelry brands. It is very promising for this essential and incomparable sector!

This year, you are enhancing your concept with a new meeting at the Who’s next / Première Classe show – why this partnership?

Indeed, I am delighted to announce that I am signing a 4-season collaboration with the prestigious and very renowned Premiere Classe show at the Jardin des Tuileries. Precious Room by Muriel will have its dedicated space, staged and decorated following identity codes. There will be a concept of showcases offered to brands and support provided by me regarding coaching and networking with buyers. We are also planning the implementation of targeted cross-marketing and communication actions. Being able to offer my brands a commercial edition during the PARIS FASHION WEEK and thus develop their distribution network in France and abroad really brings added value.

The 2022 “jewelry” trend?

Unlike the fashion industry, there is no single 2022 “jewelry” trend, but several trends depending on your personality and your desires.
If I had to choose, I would say:
• Talisman jewelry
• Regressive jewelry
• Body and ornamental jewelry
• Hair jewelry
…but symbolism is essential in the purchase of a jewelry piece, and that is infinitely precious!