Les Néréides: The cachet of costume jewellery

Recently launched in Dubai, French jewellery label Les Néréides is proving that costume jewellery can be full of style, soul and substance

Les Néréides is a French jewellery house known for romantic and lyrical designs - a costume jewellery brand that believes quality is as important in faux as it is in precious jewellery. The brand's first shop opened in Nice, since the founders, husband and wife duo Pascale and Enzo Amaddeo, hail from south of France. Today, this brand has stores all around the world, in all cities of style be it London, Hong Kong, Tokyo and now Dubai. The business is family run, with the founders' 29-year-old daughter Bianca Amaddeo, who studied art in London, handling the visual identity.
Les Néréides' often floral and fairy tale inspirations take you to a place of beauty as soon as you look at them. The pieces are quirky, feminine, at times childlike, and there's a feel of complete French chic. Says Bianca, "What we love in costume jewellery is the total freedom of creativity. This is where we are known to bring in very different, high quality material and blend them into striking pieces. Very often, we have seen our pieces become the centre of a conversation because of the designs." Using enamelled brass, fresh water pearls and faceted stones, this brand believes that costume jewellery should be celebrated as an art form.
When Les Néréides first launched in 1980, the idea of costume, or 'faux', was seen as somewhat frivolous and was often referred to as 'junk jewellery'; but the Amaddeo family stayed true to their beliefs in this genre of jewellery design. Says Bianca, "As jewellery designers, it gives us the freedom to do what we want - which is precisely why we got into the business. Whether it is incorporating our inspirations, choosing the colours we want and not being dictated by fashion trends, what we are most keen on are the multi-materials in our pieces. It surely lets us do what we love doing the most."
And for the wearer, it is the ultimate expression of personal style, adds Bianca. "What we set out to do is to be able to match jewellery with emotions, create unique looks for the day, transform our customers' image, and bring versatility into their wardrobes for different occasions." The pricing of costume jewellery allows a woman to truly match her accessories to her mood, Bianca says. "Take, for instance, choosing the more romantic design when you are in love, or picking a more striking piece when you feel confident of carrying it with flamboyance." And, of course, there is no reason to think costume jewellery is 'junk' since its materials and the design processes requires investment. Which is why Les Néréides launched a sister line, N2, over a decade ago, which is a more affordable and fun line with inspirations including candy monsters, dancing hippos, parrots dressed as pirates or Alice at a tea party.
Both these lines are now available in Dubai, at City Walk Boulevard 2. And it seems the Middle East was on the mind of the brand, as earlier this year their Evil Eye and the Hand of Fatima jewellery lines were introduced. Though the brand is very much "Made in France", it has an international outlook. Its latest offerings include a collection based on the Indian nine-stone 'Navratna' design.
The family enjoys travelling and believes that travel can be, for any designer, their most important muse. The owners are also not the sort who like to tout celebrity sightings (although actors such as Emma Watson have been seen wearing their designs).
Les Néréides always adds a touch of whimsical to its products; and there is a delicate, almost nostalgic appeal, to their lines. It is a brand based on old-fashioned values, yet is innovative with the materials it uses. Says Bianca, "Our design rooms are filled with fun objects including antique dolls, night-lights, statuettes, vintage jewellery, paintings, books, knick-knacks - the emotional value of each object nourishes the brand's plentiful imagination." The new Dubai store reflects this: from its soft-hued interiors to the use of plants, it is a space that will transport you back to the quiet bylanes of Nice, famous for vintage and charming boutiques.
The jewellery pieces have timeless appeal and are not dictated by trends, but by style. The products are handmade and hand-painted. A brand that is rooted in the ethos of French slow fashion, Les Néréides teaches us that costume jewellery is as precious as its fine counterpart.
(Les Néréides, City Walk Boulevard 2, Dubai)
sujata@khaleejtimes.com

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