Precious Room by Muriel Piaser, the place to be!

On the 22nd of January 2020 the third edition of Precious Room by Muriel Piaser will be held in Paris, an intimate trade show exclusively for professionals of the fine jewelry and high costume jewelry trade. Originally, “The Box” was a space dedicated to designers in the Prêt à Porter trade show of Paris, but then Muriel Piaser became head of the direction of the show in Paris, Tokyo and New York, and decided to commit her international experience at the service of fashion and jewelry companies. As a response to the evolving market, she created on the 23rd of January 2018 Precious Room by Muriel Piaser, a show based on a new concept much to the image of a «Trunk Show» where professionals of the jewelry industry come to meet designers and a selection of the latest trends.

Precious Room by Muriel Piaser, a jewelry show for professionals

Muriel Piaser, you are the founder of this show, what purchased you to create this new rendez-vous? What were your objectives?

After 15 years as director of shows for fashion and accessories in Paris and 8 years as a consultant with my company Muriel Piaser Consulting, I gathered great experience in accompanying brands in their development strategy, including from an international perspective. Therefor, I have been for a long time in touch with different actors on the fashion industry and have been observing the evolution of the market and the changes in end consumer behavior, which reveal without doubt new expectations, especially in the jewelry field.

In fact, I have a particular link with jewelry for which I know well the market, especially the fine jewelry segment that is currently in expansion but not well represented. It seemed necessary to be able to set up a show that would respond to the expectations of the designers and fine jewelry companies, presenting their work in a prestigious and intimate setting with buyers, prescriptors and qualified press. I therefor founded Precious room by Muriel Piaser in January 2018 after a 2-year study on my strategy.

Could you talk to us about the concept?

It’s a hybrid concept between a showroom and a privileged appointment, a bit like a « Trunk Show » held over one day with a cocktail targeted at buyers, prescriptors and members of the press. A unique and must-go-to event during Paris high fashion week, instigating the new avant-guard generation of designers and confirmed talent of the international and French fine jewelry scene.

I chose to organize it during the Haute Couture in January and July to benefit from the luxury image of the fashion week but first and foremost because it corresponds to the buying season for the pre-collections. In fact, during these periods, the buyers still have a budget and can discover new brands or forecast their purchases ahead of time. It is a real opportunity for the brands in terms of image promotion and business.

How is your show format different from the other shows on offer in Paris?

The format is more events oriented where emotion and unique experiences are intertwined. I have opted for a formula that puts forth an « editing » of brands under the form « one display, one brand » in an exceptional setting: the Palais Vivienne. I wish for the brands to dispose of the best display possible to put forth their designs and/or creations and make the best contacts possible with French and International buyers. Precious Room by Muriel Piaser cultivates difference by the quality of the brands on offer but also the attending guests in a setting that meets the standards of fine jewelry.

What is the outcome of the previous edition?

The outcome was very positive because in less than one year Precious room by Muriel Piaser has gone from 23 brands represented at the launch to 35 last July and next January. A great number of brands have had very qualitative contacts with buyers and have obtained distribution deals. It is important for us to present brands of quality with know-how and common values that enable also to create a human network.

Precious Room by Muriel Piaser, a fine jewelry show that reveals talents

How do you select your exhibitors?

I am constantly on the look out using all distribution circuits, fashion weeks, concept stores and social networks. I am also very lucky to travel a lot and maintain my network in a caring and permanent way, which always offers me great opportunities to discover and meet unexpected wonders. I have also always loved to reveal new talents; it is indispensible for me to go meet new talents. On my website I put forth each designer or brand by dedicating them an entire page.

What is your outlook on the evolution of the jewelry market? What parallels can you make with the fashion industry?

The jewelry market is in strong growth and carries many wonderful development opportunities for business. It is a very dynamic niche market, which sucitates lust and an interesting segment for potential investors.

We can make a parallel with fashion by observing luxury brands that develop more accessibly priced collections but also noting that the democratization of jewelry on the market of « fast fashion » is in fact a fashion accessory like prêt-à-porter.

Let us keep in min that the jewelry market remains a rare market which had value because if promotes products of quality, artisanal and cultivates personalization and know-how! In this respect, it is quite unique!

What are the new consumer’s aspirations?

Consumers are in search of newness, added value in an already saturated market, jewelry has to respond to their expectations especially in terms of « story telling » brands and their designers facilitate a strong identification and adhesion to values that match. Today it’s also just as much about buying a heart throb, linked to the conscious or unconscious emotion linked to the impulse, it’s a « mind style »! Term that is used in literature to indicate that the style of the text supposes a choice and knowledge both conscious and unconscious. Clearly, it’s a state of mind that makes you accept your choices.

What advice would you give to professionals, brands and distributors to respond to it?

I would say set up a strong « story telling », a beautiful and good mix between product and price with an intelligent marketing scheme! To find out more, come and consult me.

How does Precious Room by Muriel Piaser help professionals adapt to the new market issues?

Precious room by Muriel Piaser positions itself as a new proposal for professionals; a jewelry show on a human scale with joint issues of developing and a virtuous spiral of networking, but also the pleasure of discovering in a unique Parisian setting.

What are your ambitions for the future shows?

I wish for Precious Room by Muriel Piaser to become an unavoidable rendez-vous in the calendar of Paris fashion and to be able to perpetuate it, giving opportunity to discover designers, French and International jewelry brands, their work and know-how to the best buyers on the planet.

Later, I wish for it to become an unavoidable international and itinerant rendez-vous in the format of pop ups both B2B (business to business: professionals) but also B2C (business to consumer: end clients) in department stores, concept stores or fashion weeks depending on opportunity.

Precious Room by Muriel Piaser wants to be a brand that brings together and offers strong and international development axes!