APM jewelry is chic. APM is Monaco, synonymous with elegance, savoir-vivre, and luxury living. APM jewelry is fashion-forward. APM is street style, catwalks, trends, art. APM is smiling in the South of France. A lifestyle represented by a positive attitude, a sense of welcoming, simplicity, and kindness.
We are “chic, fashion, and smile”- it’s in our creation, production, communication, distribution, and the relationship we have with our internal teams and the APM lovers around the world.
It started with a female founder and her son in Monaco, Monte-Carlo, 1982. Ariane and Philippe Prette were key manufacturers in gold, diamonds, and other precious stones for acclaimed jewelers around the world.
In 2012, backed by 30 years of dedication and experience in an industry, as well as mastering quality craftsmanship, Philippe Prette, today the CEO, created the brand APM Monaco, together with his wife Kika Prette, the Creative Director. Their vision came to life because of their combined experience in the jewelry and fashion industries. Today APM Monaco is a leader in the fashion silver jewelry market.
Creation
The creative process of each jewelry collection starts months in advance and is led by Kika PRETTE. She and her creative team imagine a universe around a particular theme; always relevant to APM brand identity. The thought process is then materialized onto a mood board which is constantly in progress.
The entire creative team involved then must think in a direction that harmoniously marries craftsmanship and the “chic, fashion, smile”. The mood board is the inspiration for our designers, as they integrate the themes into their drawings of the handcrafted jewelry. It is also the inspiration for the artwork on our accessories, launched in store at the same time as the jewelry. Of course, it’s also the inspiration behind our campaigns, store displays, and any other content we create on and offline.
CRAFTSMANSHIP
APM Monaco is rooted in over four decades of manufacturing expertise, allowing us to craft our jewelry to meet the highest standards of fine craftsmanship. Our high-end silver jewelry is hand-crafted in our own production sites, with our dedicated teams supervising each step of the process.
Our jewerly is mostly made of zirconia or freshwater pearls, the pure sterling silver 925 we use is also mostly from recycled sources.
500 BOUTIQUES
we have 500 boutiques globally. Each boutique's interior design embodies the APM Monaco lifestyle WITH the finest materials to craft a cozy and inviting atmosphere.
APM Monaco in-store experience revolves around the five senses embodying the Monegasque spirit and South of France lifestyle.
