Collection Festival from APM Monaco
By Paloma Rossano
The jewelry industry is a thriving business that intersects with culture, art, and history. One of the most interesting aspects of jewelry is how its function and style have evolved over time and from place to place. Today, contemporary jewelry has used ‘new technology and non-precious materials’, evolving it into ‘wear art. ‘ While there are innovative strides taking place in the market, some consumers have difficulty finding companies that offer products at prices they can afford. Most of the brands that are famous for their designs use expensive resources and elements that limit their audience to the more affluent classes. In response, more affordable brands will use simpler designs with less variety or kitchy designs with lower quality.
As companies focus on reducing production costs and increasing output, there is little room to offer unique and distinctive jewelry through energy design and quality assurance. However, after 30 years of experience in the jewelry industry, the Prette family has created APM Monaco with a mission to fill this gap in diversity and affordability, while maintaining and improving quality. The current CEO, Philippe Prette, along with his wife, Kika Prette, as Creative Director, want APM Monaco to be a company that provides luxury, elegance and high-end accessories for all everyone in an accessible way. Adopting a welcoming and warm nature, they reflect the vitality of the South of France. This operandi modus is palpable in all things APM Monaco.
Philippe and Kika Prette, CEO and CCO of APM Monaco
The APM Monaco team has the most versatile product portfolio in the jewelry market as they design and release a new collection each month; These new collections always represent a new theme. They use that theme to inspire every detail of the collection, from the art of the jewelry designs to the marketing campaigns (including music playlists and social media content). . In each collection, there are from 40 to 50 new models. Drawing on their historic manufacturing experience, the APM Monaco team ensures craftsmanship is always kept to the highest standards. With their own team and production site, they oversee every step of the jewelry creation process, using zirconia and other sustainable alternatives to gemstones and gems. This allows APM to guarantee quality as well as affordability.
Craftsmanship is at the heart of APM
With over 400 stores worldwide, the APM Monaco staff pride themselves on being supportive and welcoming towards each other and their customers; This helps foster a trusting relationship with consumers. As part of creating a professional environment, the brand makes a clear effort to endorse and maintain sustainable practices. For example, Wonderland Program encourage consumers to bring in older APM accessories for recycling for new accessories. As part of the program, APM Monaco guarantees a full 2-year warranty, professional cleaning and lifetime repair for jewelry maintenance. This initiative is inspired by their motto, “enjoy now, protect the future.”
Yummy Collection celebrates 40 years of APM
The brand’s most recent effort, Yummy’s Collectionled by Kika, is the 40th anniversary of APM Monacoorder anniversary occasion. The collection is made up of various micro-designed ‘Yummy Bears’, which are specially designed teddy bears that can be attached to a variety of accessories. Offered in a variety of colors, the Yummy Collection is emblematic of the brand’s first signature image – the teddy bear. Kika hopes this collection will evoke feelings of warmth, love and compassion.
APM stores around the world
The APM Monaco team is excited to continue growing, especially in the US, online and in stores. Constantly creating new collections, APM Monaco is ready to continue to push their creativity and versatility through the art of jewelry design.
