APM Monaco: the star jewels of social networks
APM Monaco is a brand of chic and trendy jewelry that we regularly see on our feeds. What we know less is that this highly desirable brand has a history since it celebrates its 40th anniversary in 2022. The opportunity to discuss with Kika Prette, creative director.
It all started with the founder and her son in Monaco, Monte-Carlo, in 1982. Ariane and Philippe Prette were key manufacturers of gold, diamonds and other precious stones for renowned jewelers around the world. In 2012, with 30 years of development and expertise in the industry, as well as the mastery of quality craftsmanship, Philippe Prette, now CEO, created the brand APM Monaco, with his wife Kika Prette, creative director. Their vision came to fruition through their combined experiences in the jewelry and fashion industries.
What do you think are the secrets of the brand’s longevity?
Knowing how to renew and bring something new to the world of jewellery.
How does APM Monaco stand out from the competition?
The concept of the brand is innovative, we wanted to offer collections with different themes and universes every month, to get closer to the world of fashion through jewelry and to offer accessible and fashionable pieces of jewelry.
3 words to define APM Monaco creations?
Fun, advanced and fashion.
What are your jewelry bestsellers? A particular collection? More earrings, necklaces, bracelets, etc. ?
Meteorites collection and one of our signature collections. As well as our Fun Crazy Love collection, medals, chains, padlocks and rushes to personalize to make a piece of jewelery unique with messages or a first name. Lots of earrings, I love it…..I have lots of holes and I like to mix earrings together for a more rock look perfect for summer. I also love chains, necklaces, pendants and mixers together.
How many new releases do you release each year?
12 collections, 1 per month of around forty pieces with a different theme every month.
Where does inspiration come from?
Lots of things, trips, exhibitions, paintings or architecture and even my children’s toys or drawings are sources of inspiration.
What is your background in fashion and how does it help you on a daily basis at APM Monaco?
With my team we are constantly working on new trends, colors, new ideas. We also like to create new collections from vintage pieces depending on the collection. We work on a lot of moodboards at the same time. It’s important to renew ourselves, to work together and to brainstorm.
What do you do on a daily basis?
I work on moodboards and collections, that’s my favorite thing. I also take care of branding, brand image and various collaborations and projects. It is important to have overall consistency.
How was your passion for jewelry born?
My mother is a jewelry lover. I watched him get ready and choose his jewelry to go out. Ever since I was little, I’ve always admired the treasures in her jewelry box.
What is your favorite part of the job and what is the most difficult?
The beginning of a collection, start a moodboard and see him evaluate the pieces and comment on wearing them, see the collection universe take shape. It’s also the most difficult sometimes I’m afraid I won’t have any new ideas … and then it comes by itself.
What was the biggest challenge when launching APM Monaco?
To create, produce and sell directly to our customers. Work on a shop concept based on our codes. Offer an irreproachable customer experience and accompany our customers to share our values with them.
How is it to work as a couple on a daily basis?
Trick question… Haha! It’s great and a challenge at the same time. We share a lot of things and we make a lot of decisions together which is rare in a couple. On the other hand, it is complicated to find a balance because work is part of our daily life and our family life.
What is your favorite piece for this summer?
The Delicious collection. I love the fun, cool, colorful side and they are my companions. They don’t leave us, the whole family wears them and everyone has their favorite.
A diction that guides you in your personal or professional life?
Sky is the limit!
– In 10 years you will be…
Oh ! It’s a long way. I hope to be still as passionate about what I do, it’s my driving force for the rest, we’ll see.
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