Fashion and luxury brands have stepped outside of their comfort zone and into the digital realm. Because of the pandemic's uncertainty and covid restrictions in place, brands found it onerous to have physical presentations of their collections and organize showrooms during the fashion weeks, which caused the fashion industry to re-evaluate the selling process. With buyers unable to physically attend the fashion showrooms, the fashion industry has devised a solution in the form of virtual-showrooms.
One such example is Precious Room by Muriel Piaser, which has transitioned and adapted well to the digital platform since the pandemic. Precious Room by Muriel Piaser, founded by Muriel Piaser, is an exclusive meeting place, a trunk show for High Fantasy & Fine Jewellery designers held twice a year during Haute-Couture fashion weeks at the magnificent Palais Vivienne. An opportunity to present a specially designed collection to industry experts and members of the fashion community.
Muriel Piaser, the founder of Precious Room by Muriel Piaser, in May 2020, decided to collaborate with Le New Black, which is an innovative online marketplace that enables brands and retailers to do business together. This collaboration provides an opportunity for jewellery designers to display their collection to industry experts, buyers and retailers through the Precious Room digital showroom. It also assists the brands at different stages of their global business growth.
"I must admit that my passion for fashion is innate. According to my mother, when I was a little girl, I was interested in the whole world of fashion and accessories, a real fashion addict! I was fortunate to be able to make it my job. "
Muriel Piaser has experience over 20 years in the fashion industry, starting her career at Jean Paul Gaultier, followed by her professional experiences in Trade fairs and international fashion weeks. The Founder and CEO of Precious Room by Muriel Piaser had the opportunity to explore fashion as a profession and contribute to providing her expertise to her client's success in international business strategies.
What inspired you to create Precious Room by Muriel Piaser?
In 2006, I launched THE BOX, which focuses on fashion accessories, particularly - high fashion and fine jewellery. I've had the chance to work with and launch brands that are now well-known internationally. Since launching my consultancy firm in 2011, I've wanted to return to jewellery, specifically precious and Avant-garde jewellery, by developing a new concept of the niche trade fair that was more editorialized and during the Haute Couture season, which corresponded to the pre-collection buying period. I, therefore, launched PRECIOUS ROOM by Muriel PIASER in January 2019 on the positioning of the "Democratization of Fine Jewelry in the fashion industry" by breaking the codes of traditional trade shows, opting for a "Trunk Show" format aimed at buyers, press and influencers. There was a spot available in Paris, and I was able to take advantage of it, which made me very happy! PRECIOUS ROOM by Muriel has quickly established itself as an unmissable event, highlighting new talents and a mix-match with leading brands in the jewellery industry.
What are the major jewellery trends right now, in your opinion?
The major trends in jewellery are very unpredictable today; for me, it is above all a matter of style, of affirmation of one's personality, but I have spotted the following trends for this spring-summer 2021: talismans, lithothérapie, lucky charms, the return of the charms, gris-gris accumulations, power cuffs, statement jewellery such as XXL link necklaces, oversize earrings, stacking of cool surfer necklaces; the jewellery will be showy or discreet depending on one's style and mood.
What do you think about the future of fashion trade shows and showrooms post covid?
The conventional trade show format will evolve into a niche show, with more confidential and personalized meetings in a phygital form that will become particularly significant. The digital showroom, video streaming, Instagram live, an online festival, and more private physical rendezvous are all made possible by modern emerging technology.
What are your post-covid plans for Precious Room by Muriel Piaser?
I believe it must remain the same in terms of passion, curiosity, and the desire to evolve in both the physical and digital revolutions, as the modern era of Phygital has emerged more than ever. The brands need to love taking on challenges, working on developing a brand.
At this time, I would encourage my clients to cultivate their DNA, storytelling, and a good mix of product, price, and marketing. Today thanks to the power of social networks, it is indeed possible to acquire notoriety more quickly by building its "Business to Consumer" network, giving a real opportunity and an accelerator for brands!
