The jewelry industry may be well-known for being extremely codified, still the brand 404 Place Vendôme is pretty decided to launch a revolution of its own to shake things up. Their approach to jewelry is the result of a genuine dialogue between the customer and the craftsmen, and it breaks with the traditionalist slant of luxury houses you can found all over Place Vendôme (and to whom the brand’s ateliers have lent their know-how for over thirty years now). The brand’s name, like a fictitious address, refers to the error message encountered on the web (“404 Page Not Found”). Their latest collection, “404”, ingeniously reproduces the codes of technology and the digital world: bracelets and rings resemble electrical cables. Out of it comes out yellow gold conductors surmounted by a precious stone. Bold and demanding, the brand presented this week to the press and its VIP friends its new collection on Place Valois in a scenography inspired by everything digital. The QR codes had replaced traditional advertising, while screens highlighted the craftsmanship of the house. The revolution is definitely underway.

Photos: Pierre Mouton
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