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New York, NY--French jeweler Mellerio, with a 411-year history, is now featured at Bergdorf Goodman in the U.S. This initiative is part of the brand's strategy to enhance its international presence, particularly targeting the American market as a significant growth opportunity.

[Image via Mellerio]

As per a report in WWD, Laure-Isabelle Mellerio, the brand's artistic director, believes Mellerio's designs will resonate with American consumers, especially the Color Queen rings, designed for collection and display in a custom Goyard trunk.

Christophe Mélard, the general manager, sees the entry into Bergdorf Goodman as a kickoff to a year aimed at expanding Mellerio's global reach, with ambitions to double its business within two years. The U.S. market is identified as challenging but vital for the brand's expansion, focusing on building desirability rather than merely opening new locations.

The "Cabinet de Curiosités" collection, which includes a range of jewelry from delicate charms to the lavish "Talisman Soleil" medal, is designed to appeal to the American market's willingness to invest in luxury jewelry that combines daily wearability with distinctive design.

The report added that this move to Bergdorf Goodman follows a three-year plan to diversify Mellerio's offerings, including the Muse jewelry line, the M Cut timepiece, and targeting a male demographic, highlighted by the partnership with ballet dancer Hugo Marchand.

Mélard attributes the brand's growth to its ability to stay relevant while honoring its heritage. The pricing in the U.S., ranging from $10,000 to $250,000, positions Mellerio as a valuable investment in the high jewelry market. The brand's next goal is to capture the New York market, building on its established appeal to American clients.

Learn more in the report on WWD.