Today we’d like to introduce you to Bianca Amaddeo.
Bianca, please share your story with us. How did you get to where you are today?
Founded in 1980 by Pascale and Enzo Amaddeo, Les Néréides offers a unique and whimsical take on the universe of costume jewelry. The couple met in the 70s in Belgium, at the Beaux Art Academy. They quickly moved to the South of France, where they opened their first store in Nice. Today, their four children are involved in the company and contribute to make it a worldwide success.
Inspired by nature and animals, each collection unfolds a most poetic story and conveys emotions, while deploying the same high-precision savoir-faire as Haute Joaillerie. With its extreme attention to details and beautiful sense of refinement, Les Néréides is now a renowned international company present all over the world in 70 stores, from Asia to Europe, Middle East and the Americas.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
The main challenge of the company was to go from a small French Family Business to a worldwide company. Starting with Japan in the 90s, we now have 70 standalones, while being present in 400 multibrand boutiques carefully curated by our teams for their sense of elegance.
We are currently facing a new era of challenges as the company has been developing quite fast over the past two years and wishes to expand its presence in the Middle East, while reinforcing its position and brand awareness in France.
So let’s switch gears a bit and go into the Les Néréides story. Tell us more about the business.
What sets us apart:
We carry a quite unique brand positioning inspired by nature and animals, while providing extremely delicate pieces that use the same techniques as Haute Joaillerie. We thus offer an affordable luxury that we like to call “Haute Fantaisie”.
Each piece is designed in our Paris studio. The main element of our craftsmanship is the delicacy with which the hand-enameling is done. Every floral or animal detail is colored with a special paintbrush and subtle color choices. Every detail is the result of one artisan’s handwork.
What we are the most proud of:
Our jewels are meant to bring happiness and wonder to our consumers. Our mission is to create emotional jewelry, that will be treasured by its owner and bring positive thoughts to their daily lives!
Has luck played a meaningful role in your life and business?
“After a certain number of years, I realized how much the number eighteen was important for me and how it was present in my life. I was born on 18th December at 6: 20 pm or maybe 6:18 pm, I lived at a lot of street numbers eighteen: 18 Place du Marché in Belgium, 18 Rue Quincampoix, 18 Avenue de la Pastourelle, 18 I don’t remember what. There are eighteens all around. Less than a year ago, Pier Paolo* made me realize that there are eighteen stars and eighteen roses on our first logo. It became the family number; most of us got it tattooed. And also, if you count the number of letters in Pascale Enzo Amaddeo, there are eighteen of them! We are united by the number eighteen”, said Pascale Amaddeo, founder of the brand.
*Pier Paolo is the son of Pascale and Enzo Amaddeo. Together with Pascale, he now is the brand’s Artistic Director.
Pricing:
- Our jewels retail from 60 dollars and up to 1000 dollars with our most luxurious piece, the 3 rows Diamantine. There is emotional jewelry for every budget in our range.
Contact Info:
- Address: Headquarters:
5, rue du Bourg L’Abbé, 75003 – PARIS
Chicago Boutique:
108 N State St #138, Chicago, IL 60602, États-Unis - Website: https://www.lesnereides-usa.com/
- Email: boutique@lesnereides.com
- Instagram: https://www.instagram.com/lesnereidesparis/
- Facebook: https://www.facebook.com/lesnereides.paris/
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