People had been asking where to find Ginette NY, so this move was the opportunity to showcase the whole collection, about 300 styles, instead of just a few pieces. We also have great stories that only we can tell. I’m not from Paris, though. I grew up in Marseille, in Le Corbusier’s Cité Radieuse, so it was hard for me to pick a place I really like. But who doesn’t love Saint-Germain? It’s local and it’s international. Everyone feels comfortable there.
Where are you planning to take Ginette NY?
When we started, we were the first brand to do gold between costume and high jewelry—at the time, that window was totally open and free. I think it was surprising, and that’s why it was so well received. It was a new experience—jewelry at the same price as a handbag or a pair of jeans, more or less. This season, we’ve added ivory ceramic to the black. I wanted two colors, and ivory is more me because it looks more vintage, and with the rose gold, it looks a little Art Deco. Lately, we’ve added diamonds to the mix to take it a little higher while staying in the realm of fashion and keeping the quality of design.
That’s a tricky balance.
It’s tricky, but when you hit all those points, you get something timeless.
Have you considered venturing into another area of fashion?
If I were ever to do something with fashion, it would be something like scarves and maybe just a limited run. The hard thing for me about fashion is what I call the Kleenex life—you buy something and get rid of it. Jewelry is more emotional than shoes or a bag. With gold, you are buying something that has value, so you don’t throw it away. If you melt it down, at least that’s recycling, so that’s not so bad.
What inspires you lately?
Right now I am working with Guillaume Paturel, a French artist in New York, so we’re sharing my designs to see if we can mix my designs and his art. Maybe the next step is doing something in a gallery. He’s a friend, and he’s spontaneous like me. I’d like people to think of Ginette NY as not just a jewelry brand but something you like to live with.
Are you moving more toward art? Lifestyle?
My first goal is to keep the brand’s authenticity—there’s always a story to share, and I’m interested in working with people I like and doing things in a way that feels natural. I like doing things that make people feel happy.
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