Valérie Messika never thought he would open a boutique in the rue de la Paix of Paris. When she founded her Eponimic brand in 2005, her fashion jewelery aesthetics seemed a world removed from the collections of high-centuries-old Maisons, lining the three blocks linking the country de l’opéra with the 17th century. to.
So, when she was looking to open her first boutique in 2013, instead of this Messica chose fashion-oriented Rue Saint-Honoré. But when her father, diamond trader André Messika, warned her that a unit had become available in Rue de la Paix during Covid’s 2020 blockages, Messica realized that her brand – now filled with some collections of High jewelery – had come to age.
“We thought it was now time to stand by the big actors, historical in industry,” Messica says about her decision to open a boutique of the flag on December 2023.
Built as a safe, with metal drawers brushed from the floor to the ceiling and a staircase inviting the visitor to a graceful underground bar, the interior was created by Messika working with the design company Byu Betak. They wanted to create a space that invites the client to play. “I remembered the bank with all the drawers, so I thought it could be something funny and a little cute, having those jeweler boxes that seem to do a little mystery,” Messica says.
Boutique deviates from other branches of the brand by squarely focusing on its high jewelery collections, including Sun Midnight, beyond the light, and a collaboration with Kate Moss fashion model.
“The brand had evolved,” says Jean-Baptiste Sassine, the husband of Messica and the chief executive of the jewelery. “When we started in Saint-Honoré, we were not making as many high jewelery as we are doing today. That is why you open your mind to enter Rue de la Paix because we really wanted to have a jewelery temple high for Messika. “
Messika is not alone. This winter, the South-British African Diamond jeweler, De Beers will open a 350-square-meter boutique, after selecting Rue de la Paix on the Paris places offering a much higher portion , including Avenue Dess-élysées nearby.
For Vincent Ascher, an international partner in retail at the Cumani & Wakefield asset company, the arrival of Messica and de Beers in Rue de la Paix signals a rebirth behind Kovid. “Over the past five to six years, Rue de la Paix has been considered a sleeping beauty,” he says.
The average annual rents per square meter in Rue de la Paix and the country-place was dropped to a low post-kovid of € 10,500 in 2022, after staying at € 13,500 in 2019.
Although still under the 2019 levels, street rents increased to € 10,750 in 2024. Ascher says this rebirth has also been driven by Cartier, which has traded on the street since 1899, reopening its historical maison at No 13 After a two-year closure for renovation. “After some significant movements, we can say that Rue de la Paix has returned,” he reports.
Boutique de Beers designed by Pierre-Yves will have a new concept of the store that will roll in all places, as well as high parts of the unique jewelery for the branch.
Céline Asimon, the chief executive of De Beers, says Rue de la Paix’s election was the culmination of a three-year search, as an independent location in Paris became an imperative for the brand. “For us, was Rue de la Paix/Place Loca. This is where you have to be in the high business of jewelery. It is important for the reliability of the brand and audience we care about.”
Indeed, Rue de la Paix occupies a sacred space in the French cultural imagination. As the most expensive place aboard the standard French monopoly board, the road has long been synonymous with aspiration. Built in the early 19th century with Napoleon’s orders – and originally named Rue Napoléon – the street won its current name from peace (peace) Broked after losing Napoleon in the battle of Waterloo.
The first jeweler to set up shop on the road was François Mellerio in 1815. Founded in 1613 and known for his patented cutting of 57 Facet Diamond, Mellerio continues to trade in No. 9 as the oldest jewelery business in the world. The current artistic president and director, Laure-Isabelle Mellerio, is the 14th generation that maintains family business, while her son, 15th generation Côme Mellerio recently joined business as an international director of business development.
“The decision in 1815 was at the center of Rue de la Paix was really to make a link between the past – Louvre, the placement of Location and L’Ost,” explains Christophe Mélard, Managing Director of Mellerio.
In the second half of the 19th century wealthy tourists would fall from the then young man stores Departments in the north, through the road and the country settles on the Jardin des Tuileries in the south. With their presence, the road blossomed – drawing a flux of jewelery and couturiers, including Louis Cartier and Charles Worth.
“In this sense, it is really an important road,” says Min Kyung Lee, the head of the growth and structure of cities at Bryn Mawr College near Philadelphia and the author of Tyranny of straight line: Modern Paris design. “Space, it was connecting the new retail spaces and Nouveau Riche shops around Avenue de l’Opéra with the elderly, the most royal residencyVery polite spaces. “
This place would be important for Mellerio’s early success. During the reign of Louis XVI, Melio became an official jeweler in the French court after Jean-Baptist Mellerio was noticed by Marie Antoinette selling jewelery at the Versailles gates.
Today, this heritage continues to inspire Laure-Isabelle Mellerio. In the current collection of the De Curiosités Brand Cabinet, it has reimburated one of Marie Antonette’s purchases: a historical bracelet that includes Cameos of seven Roman emperors engraved in agate, such as ruby and diamond.
Last year, the original bracelet owned by Marie Antoinette appeared on screen as part of a Bergdorf Goodman Department Department Residence in New York. Pop-up success, the first form of the brand in the US market, was followed by a more permanent presence in the store’s jewelery department.
When Bergdorf Goodman’s team discovered the archive, “They said,” How has it been possible for Mellerio not to present to the US for such a long time? ”, Says Mélard. “We have been so pleased and so amazed to understand how American people were enthusiastic about strong history, family, kings and queens. Americans are extremely excited about that kind of true story.”
While Mellerio continues her fifth century in business with a new international focus, eight doors down to No. 17, Poiay’s jeweler is celebrating his 50th year in a new state of mental state.
This March, Poiay will be part of the starting offer in the new Department of Printemps to open on Wall Street. Founded in Rue de la Paix in 1975 by François Hérail and Michel Ermel, the opening of Printemps will be the first presence of jewelery in SH.BA for sale will be the signature of the MA Premiere Watch and Coeur Entlacé jewelery collections.
Meanwhile at No. 13, Messika is preparing to celebrate her 20th anniversary, and Sassine is also happy that the latest opening of a boutique on Avenue des Champs-Slysées means that the brand now has a presence in the two squares expensive French monopoly chart
For Valerie Messica, the landing on Rue de la Paix has been the chance of a life. “For me is The jewelery road, ”she says.
