Luxury jewellery house L’azurde is set to showcase its 18ct gold and diamond jewellery lines at the upcoming TFWA World Exhibition in Cannes, (1-5 October). It will be exhibiting at the (Red Village L37).
The company, which boasts a 40-year heritage in gold and diamond jewellery, will highlight its jewellery design and craftsmanship expertise at the show.
L’azurde offers a wide range of elegant and contemporary jewellery collections. Its core range features gold and diamond jewellery and it also offers collections for weddings and engagements. Its contemporary line is called Miss L’.
L’azurde is known for its high-quality gold pieces which are particularly popular with Middle Eastern customers. The brand is also renowned for its popular design collaborations with Middle East celebrities and influencers. Its latest collaboration features Egyptian actress Yasmin Abdelaziz.
The brand has a vertically integrated operation in the Middle East, which includes a strong direct to consumer business, and ecommerce and domestic store networks in Saudi Arabia and Egypt. The brand is currently looking to expand in Asia and Europe, with travel retail a key channel in that growth drive.
According to the company, it enjoyed double-digit sales growth in the last year, thanks to its investments in ecommerce and its transition to offering more contemporary jewellery lines. Its pivot towards higher-profit margin products, according to L’azurde CEO Sélim Chidiac, has helped the company turn the pandemic crisis into opportunity.
Commenting on the brand’s participation in the Cannes show, newly appointed L’azurde Head of Global Travel Retail Martine Larroque said: “I have seen an excellent response to the brand’s expansion plans in travel retail so far.
“The company has many years of vertically integrated product design, retail expertise and supply chain management under its belt. Travel retail is very much next on the agenda for growth. L’azurde’s latest collections have something for everyone – from airport retail to inflight and cruise retail.”
L’azurde recently exhibited at the TFWA Asia Pacific show in Singapore. ✈
