Louis Vuitton launches Damier jewelry, unveils new command center

Louis Vuitton unveiled its latest jewelry line, Le Damier based on its iconic monogram, presented in a recently acquired building destined to be the HQ of its fine jewelry business.

Made in yellow or white gold and very fine diamonds, the Damier collection features three bracelets; six rings; earrings and pendants. All playing on the geometric pattern of its signature brown canvas.
 
“We developed one Damier ring a year ago and people went crazy for it, so I thought let’s do a whole collection. Sometimes the wisest decisions are right in front of your eyes,” chuckled Francesca Amfitheatrof, Vuitton’s artistic director for watches and jewelry.

Like the Damier, the bracelets and rings are checkerboard, made slimline with a raised center. The bracelets are surprisingly light, almost snake like around the wrist.
 
“Sometimes, an object that seems effortless is the very hardest to produce. That smoothness did happen easily,” underlined Amfitheatrof, a Russo-American Italian who speaks with a posh Home Counties accent.
 
The collection will be available from October 18 in stores worldwide and online. Rings are priced from €4,400, for a 3,5mm version, to €12,700€ for a 9mm version. Bracelets range from €14,900 to €31,000. The pendent costs €6,400 and the earrings €11,000.
 

Unveiled underneath a verrière inside the Hotel Soltykoff, a late 19th mansion built by a Russian imperial prince, that was recently acquired by LVMH to headquarter Vuitton’s growing jewelry business. Situated around the corner from jewelry mecca Place Vendome, the building will undergo renovation soon. But its marble landings, exterior pilasters and Regency designs suggest it will make an ideal home.
 
“The thing is our jewelry business has been growing so fast, we’ve outgrown this space before we even moved in,” laughed Francesca, a woman legendary for not lacking self-confidence.