【Marseille, F】”La Superbe”: Where Jewelry Meets Glamorous Experience

Émilie Jouve and Mélodie Dayez are launching their new brand, “La Superbe,” soon available online and in a showroom by appointment.

The creators of Émilie et Florence, now backed by an investor, are betting on gold. They laugh about it, but it’s a very serious business.

Émilie Jouve and Mélodie Dayez, the two cousins behind the costume jewelry brand Émilie et Florence, focus on intimacy and the indescribable bond their customers form with the objects they fall for. A year ago, the duo from an entrepreneurial family started their adventure in a business park in Aubagne, leveraging Émilie’s experience in sourcing jewelry manufacturers for mass retail and design for creators, combined with Mélodie’s marketing expertise.
Eager to “pamper” their customers, especially through social media, they opted for digital and ephemeral experiences.

It was there that the small company reached a new milestone.

“Émilie et Florence” will give way to “La Superbe,” a new brand more focused on fine jewelry, though costume jewelry will still be present, and on creation. Émilie has designed the entire “gold” collection—about twenty pieces—manufactured in a French factory, while vermeil pieces will be sourced from India, where the semi-precious stones essential to this range are found. All while maintaining the style that made Émilie et Florence successful.

The cousins also plan to cultivate the marketing concept on which their company was built.

Their new shareholder has acquired a 170 m² apartment in central Marseille where customers can come to try on, buy, and choose jewelry.

The idea is to further strengthen the bond with their clientele.

The physical address of “La Superbe” will also be a venue for brand events, where their investor’s brand will also be present. The two cousins, who plan to maintain an accessible price range, will kick off in November.