Valerie Messika started Messika in Paris in 2005. Ever since the beginning, the brand has taken over the European jewelry scene with their unique and bold pieces. With her American supermodel Ambassador, Gigi Hadid, the recent use of her somptuous necklace spotted on Beyoncé in her latest Apeshit videoclip shot at the Louvres, or even Ursula Corbero from La Casa de Papel walked the Red Carpet in Cannes with a pair of earrings… is Messika trying to break her way into the American jewelry scene?
Diamonds have been in Valerie Messika’s life for as long as she can remember. Her father, André Messika, started in the diamond trade in 1972. Her passion for diamonds can be seen in her jewelry, in the way she sets them and designs around them. Her creativity and drive have led to her popularity not just in France, but throughout Europe. Starting with their latest Ambassador, American supermodel, Gigi Hadid, it seems that Messika is trying to get in with the American consumers.
Gigi Hadid collaborated with the French label in September 2017. Gigi chose the Move Addiction collection to create her capsule, with a wish to bring jewelry that is both wearable and delicate. The way the stones are set almost as if floating, allow for this intricate and soft nature. This softness is contrasted with the bold curves and shapes of these pieces, all with a curved edge rectangular design where we can subtly spot the first letter of her name. Gigi’s popularity in the US is astounding, and this partnership could be the jumping off point that Messika needs in America.
Now, Messika has gone one step up from supermodel, to Queen B herself: Beyonce. Beyonce’s surprise album release with Jay-Z took the world by storm on June 16, 2018. Not only did they release the album Everything is Love, but also the Apes**T music video. Here is where Messika has truly found an audience with the American consumer. In an important clip, Beyonce and Jay-Z are in the Louvre, where most of the film is shot, standing in front of the Mona Lisa. Beyoncé is seen in a gorgeous, pink, power suit by Peter Pilotto, draped in over 85-carats of Messika jewelry. The earrings and necklace are both part of their Once Upon a Time High Jewelry collection introduced last year in Basel. This video, and even the still image of the couple, has been seen by millions of viewers. An anthological kodak moment for the brand!
Beyonce is no stranger to Messika jewels. In fact, four years prior to this music video, she wore a Messika Amazon Double Ring while at the Louvre, pointing at the Mona Lisa! She has also been spotted wearing items from Gigi’s collection of Messika jewels during her tour. Recently, Messika created a single Move Earring diamond encrusted on the Beyoncé Letter… It all comes full circle!
It will be interesting and exciting to see which American celebrities start to wear Messika, after both Gigi Hadid’s ambassador contribution and Beyonce’s major publicity. Regardless of who wears it next, Messika is producing such high quality and unique jewelry that truly highlights each individual diamond. Her work is worthy of any popularity she gains!
