Appointed creative director of Poiray last December, Aurelie Bidermann has just unveiled her first collection for the Parisian jewelry house: L’attrape-Coeur or the new version of the iconic Coeur Poiray. Do we like it or not ?
When they decided to create the house of Poiray the first wish of Michel Ermelin and François Hérail was to give the youth an opportunity to buy jewelry. Nice jewelry with simple and curved designs breaking what was, at the time, seen in most jewelry institutional houses.
Back in 1972, the new jewelry brand was called the “young lady of the Place Vendôme” breaking the codes of conservative French jewelry. The two young men wanted to be considered as much as the other jewelry designers by creating original designs. The ‘coeur fil’ became one of their early successes due to the simple lines and rounded shapes of the heart design.
Inspired by the art déco and baroque styles, the particularity of the house of Poiray are the two prongs holding the center stone on each end allowing the light in to keep the radiance.
Colored stones, open hearts, 1930’s style, interchangeable watch bracelets and pieces of jewelry made the house of Poiray an institutional one overtime.
After a few collaboration with external designers, Poiray decided that 2015 will be a year dedicated to jewelry and interchangeability with the launch of new jewelry pieces never seen on the market before. A youth revival !