Editor’s Note
This profile explores how Bigli has built a timeless jewelry collection over 25 years, driven by the creative partnership of Laurence Aerens and Thierry Spitaels. Their focus remains on creating elegant, colorful pieces designed for everyday wear.
Synonymous with Color and Elegance
Bigli offers jewelry that is easy to wear daily, synonymous with color and elegance. The driving forces behind the brand’s character are Laurence Aerens and Thierry Spitaels, partners in business and in life. Over 25 years of constant evolution, Bigli has developed about ten lines, giving rise to a timeless collection.
The Genesis of Bigli
In 1988, Thierry Spitaels started a business importing handmade necklaces from Italy. When he met Laurence Aerens in 1997, they founded a company together, Gianfranco Bigli. Their concept: timeless jewelry made from precious materials, exclusive stone cuts, refined settings, and a unique layering technique.
“I often say we owe our success to the combination of my naivety and Thierry’s knowledge, not forgetting his clientele. I didn’t know how the jewelry world worked, which led me to bring a fresher perspective to the industry. I’ve always tried to maintain that candor, disregarding expectations when designing a jewelry collection.”
In the early years, Bigli sold Italian brands alongside its own collection, but in 2013, the couple decided to dedicate themselves entirely to export. Their presence at the Basel Fair was a significant step in developing new foreign markets, contributing to the brand’s growth and global recognition.
“By managing design, marketing, and finances, we keep an eye on everything,” explains Thierry Spitaels.
The couple deliberately wants to maintain a small structure. The company employs seven people but has many independent agents in the Netherlands, Scandinavia, Germany, Austria, Greece, Portugal, and Spain.
Italian Craftsmanship
Attentive to craftsmanship and innovation, the brand quickly carved out a place in the luxury market.
“We work with noble materials such as diamonds, 18-carat gold, and natural colored stones. From the start, our ambition was to create timeless jewelry, so it could be passed down.”
Initially, Bigli made its pieces in Belgium, but supply issues arose quickly, and the jewelry was often copied. That’s why the company turned to Italy.
“It was a logical step. The know-how, especially concerning colored stone cutting, has existed for generations. Thanks to my contacts in Italy, we are fortunate to work with loyal teams; they’ve been the same since the beginning. And labor is 30% cheaper there.”
Layering and Innovation
Craftsmanship and know-how are part of Bigli’s DNA, but the company also bets on innovation.
“We stand out from other brands by creating combinable and stackable jewelry. The concept of stackable rings wasn’t common at the time,” explains Laurence Aerens. “Each handmade piece of jewelry is unique. Each colored stone is different. By combining or layering them, the hues interact and become even more vibrant. Year after year, customers complete their collection, whether with a matching pendant or ring.”
©Bigli
Another innovation is the “cabochon” cut, a technique adapted for precious and semi-precious stones.
“We don’t cut our colored stones with facets, but in a rounded way. By layering, even more refined hues and nuances emerge, allowing for a multiplication of colors. Our palette now includes 49 colors.”
Comfort also plays an important role.
“For each model, we adjust the ring so the person wearing it feels it as little as possible,” explains Laurence Aerens.
A Close-Knit Team and Controlled Growth
The couple has learned valuable lessons over time.
“Surrounding yourself well is key,” emphasizes Thierry Spitaels. “It hasn’t always been the case. Now, we consider our team members as family. We place great importance on their commitment and dedication.”
Being able to rely on good agents is also crucial.
“We choose people capable of positioning our brand well. Bigli operates in a niche market. It’s crucial that our pieces find a place in the finest jewelry stores. Our growth is slow, but we wouldn’t want it any other way.”
The small scale is an asset for attracting good employees and salespeople, adds Laurence Aerens.
“They feel part of a clan. By keeping a reasonable size, partly due to our lack of ambition (laughs), they don’t feel pressured, which allows for a good balance.”
Inspiration and Future Challenges
To find inspiration, Laurence Aerens doesn’t need to go to Milan or New York.
“Everything is nearby. I go out to walk my dog and come back with ideas. This spontaneity is also part of our identity. And I’m the one who designs the catalog.”
The main challenge is growth. The brand wants to develop a European-wide retailer network.
“France certainly has a market and an audience for us, but we haven’t found the right agent yet. Creating timeless models with innovative design while maintaining a certain dynamism in the company remains a constant challenge. It’s an organic, constantly evolving process.”
©BIGLI JEWELRY
