APM jewelry is chic. APM is Monaco, synonymous with elegance, savoir-vivre, and luxury living. APM jewelry is fashion-forward. APM is street style, catwalks, trends, art. APM is smiling in the South of France. A lifestyle represented by a positive attitude, a sense of welcoming, simplicity, and kindness.
We are “chic, fashion, and smile”- it’s in our creation, production, communication, distribution, and the relationship we have with our internal teams and the APM lovers around the world.
The creative process of each jewelry collection starts months in advance and is led by Kika. She and her creative team imagine a universe around a particular theme; always relevant to APM brand identity. The thought process is then materialized onto a mood board which is constantly in progress; being tweaked, retouched, and added to.
The entire creative team involved then must think in a direction that harmoniously marries craftsmanship and the “chic, fashion, smile”. The mood board is the inspiration for our designers, as they integrate the themes into their drawings of the handcrafted jewelry. It is also the inspiration for the artwork on our accessories, launched in store at the same time as the jewelry. Of course, it’s also the inspiration behind our campaigns, store displays, and any other content we create on and offline.