The Timeless Allure of Permanent Jewelry: A Look at Persée Paris
On a recent summer afternoon, the Persée jewelry counter at Galeries Lafayette Champs-Élysées was bustling with activity. Shoppers eagerly awaited their turn, not just for trendy piercings but for the brand’s signature Eternam chain. These delicate links of gold, soldered onto the wearer permanently, have become a sought-after fashion statement.
“It’s like a jeweled tattoo,” says Nawal Laoui, the founder and owner of Persée, a Paris-based brand renowned for its diamond creations. “Customers love the idea of a second-skin bracelet that can be forgotten for its lightness but remembered for its uniqueness. It symbolizes a bond that is welded to you, never to be removed.”
### The Appeal of the Eternal Chain
Persée’s Eternam chains are available in 18-karat white, yellow, or rose gold, with links ranging from 0.6 to 1.0 millimeters wide. Though these chains could technically be cut off with pliers if necessary, Laoui reassures that her Eternam bracelets and rings pose no issues at airport security. However, they may need to be removed for medical procedures like MRIs or surgeries.
JB Jones, co-founder of NYC Jewelry Week, notes the growing popularity of such “eternal” jewelry over the past few years. “In 2019, we had a guest jeweler at our event applying permanent bracelets, and the trend has since become a staple of jewelry wardrobes,” she explains. Jones highlights that permanent jewelry, like the iconic Cartier Love bracelet, serves as a status symbol and holds deep emotional significance.
### The Persée Experience
Since its introduction in November 2021, Persée’s Eternam chains have attracted a diverse clientele, with prices ranging from €200 to €360 for bracelets. These pieces often commemorate special events such as weddings, anniversaries, or graduations. Persée now offers this service in major cities like Paris, London, New York, Doha, Kuwait, and Dubai, with plans to open in Riyadh soon.
### Craftsmanship and Innovation
What sets Persée Paris apart is its dedication to craftsmanship and innovation. Each piece of jewelry is meticulously designed and crafted to ensure the highest quality and elegance. The brand combines traditional jewelry-making techniques with modern technology to create pieces that are both timeless and contemporary.
The process of creating an Eternam chain begins with selecting the finest materials. Persée uses only 18-karat gold for its chains, ensuring durability and a luxurious finish. The delicate links are crafted with precision, creating a seamless and elegant appearance. Once the chain is ready, it is meticulously soldered onto the wearer’s wrist using a low-intensity laser. This innovative technique ensures a secure and permanent bond without causing any discomfort to the wearer.
### Creating Permanent Bonds
Sophie Durand and Clara Martin, long-time friends, decided to get matching chains to symbolize their bond during Martin’s wedding on the Amalfi Coast. “This jewelry allows us to recreate our bond while being an elegant piece of jewelry,” Durand remarks. They chose different gold hues and the thinnest chain for its minimalist feel.
The process of getting the chain is an experience in itself. At the Persée counter, a technician precisely measures and cuts the chain before using a low-intensity laser to weld the links together. The entire procedure is quick and painless, taking less than five minutes. The resulting piece is a delicate yet durable chain that becomes a permanent part of the wearer’s identity.
### A Personal Touch
Customers like Emily Rousseau and David Chen, visiting from New York, opted for matching white gold chains to celebrate their friendship. “It’s symbolic of our friendship and very chic,” Rousseau shares. The lightness and elegance of the chain make it a discreet yet meaningful accessory.
The appeal of permanent jewelry extends beyond its physical beauty. It represents a connection, a memory, or a milestone that the wearer wants to keep close at all times. This emotional significance is a major factor in its growing popularity. Whether it’s a bracelet shared between friends, a chain commemorating a significant life event, or a piece symbolizing personal growth, permanent jewelry holds a unique place in the wearer’s heart.
### The Broader Trend
Permanent jewelry, with its blend of aesthetic appeal and symbolic significance, continues to capture hearts worldwide. Persée Paris stands at the forefront of this trend, offering pieces that are not only beautiful but also deeply personal. In a world of fleeting fashion, the permanence of these chains offers a comforting reminder of enduring connections and timeless elegance.
The trend of permanent jewelry is also influenced by a broader movement towards sustainable fashion. By choosing pieces designed to last a lifetime, consumers are making a conscious decision to invest in quality over quantity. This shift towards sustainable consumption is reflected in the growing popularity of brands like Persée Paris, which prioritize craftsmanship, quality, and timeless design.
### Global Reach and Future Plans
Persée Paris is not just a local phenomenon; it has a global presence. The brand’s commitment to excellence and its innovative approach to jewelry have garnered international acclaim. With stores in major cities like Paris, London, New York, Doha, Kuwait, and Dubai, Persée has successfully expanded its reach to cater to a diverse clientele. The upcoming opening in Riyadh further underscores the brand’s growth and popularity.
As Persée continues to grow, it remains dedicated to its core values of quality, craftsmanship, and innovation. The brand is constantly exploring new ways to enhance its offerings and provide customers with unique and meaningful jewelry experiences. Whether it’s through introducing new designs, incorporating advanced techniques, or expanding its global footprint, Persée Paris is committed to staying at the forefront of the permanent jewelry trend.
### A Lasting Impression
Whether you’re celebrating a special bond, seeking a stylish everyday accessory, or embracing sustainable fashion, Persée Paris provides a perfect blend of tradition and modernity. The brand’s permanent jewelry pieces are not just accessories; they are symbols of enduring connections and personal milestones. Discover the world of permanent jewelry and let your story be told through the art of Persée.