This article originally appeared on Vogue Business.
But its an amazing journey of 100 years of French history.
The 19th century where there was an explosion of incredible talent because the atelier was set free post-Revolution.
Photo: Pierre Mouton
The guilts were abolished.
There was this enormous growth of the French know-how.
Everyone turned to France to come and see this incredible awakening of the hands.
Francesca Amfitheatrof surrounded by Urassaya Sperbund, Young-ae Lee, Phoebe Dynevor and Jin Chen at the Louis Vuitton event in Saint-Tropez.
Paris became the city of lights, the first city in Europe to have gas and electric lights.
This is the year [2024] that we celebrate France in every way.
Louis Vuitton generated 22 billion in sales in 2023, according to HSBC estimates.
Photo: Thomas Legrand
Jewellery is a small part of its overall business, though still sizable in relative terms and growing fast.
That included the Cur de Paris, a necklace featuring a 56.23 carat diamond with tones of orange.
Imagine you are standing underneath the Tour Eiffel and looking up, says Amfitheatrof.
Louis Vuitton’s Coeur De Paris necklace & Life Vision necklace.
Some 80 pieces were presented in Saint-Tropez.
More will be added in due course.
Pieces are being made in the atelier as we speak.
As soon as they are finished, then they join the rest of the collection, says Amfitheatrof.
With 220 pieces in total, this is Louis Vuittons largest high jewellery collection to date.
Louis Vuitton has invested to be more relevant in the category.
We make very quick decisions.
I dont know if other companies have that informality and I think that were also very strong people.
Our gemologist has a strong personality, Amfitheatrof says.
Louis Vuittons Coeur De Paris necklace & Life Vision necklace.
Have they been sold yet?
Of course, theres not much left, I can tell you that.
Amfitheatrof has a strong combination of skills and a solid track record.
The designer was born in Japan, before growing up in New York, Rome and then London.
We have an incredible focus on breaking the rules.
We buy stones that most people dont always buy.
Jewellery can be very traditional pigeon blood rubies, certain types of sapphires.
Wed love to propose something unusual.
Ramping up production capacity is a competitive advantage amid increasing competition and growing demand.
We have to now manage things from a startup to a more solid support.
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