Chilean jewelry brands showcase their work during Paris Fashion Week (September 2024)
In the previous post, I had mentioned the Chilean fashion brands that presented their collections at the Tranoï showroom during Paris Fashion Week in September 2024.
Today it’s the turn of the Chilean jewelry brands that were present at the event. For me, it was very exciting to meet in person two of the creators who showcased their work, not only because I’ve known their work for a long time, but also because it’s not the same to do interviews over Zoom as it is to do them in person.
This was the first time that María la Biyux, Ara Jwls, and Talisma presented their collections at Tranoï. Previously, the first two brands had showcased their work at Who’s Next, another specialized trade show held in Paris.
-María la Biyux: This is one of those brands whose storytelling touches the heart. What started as a textile jewelry project to dignify the lives of incarcerated women has become a solid brand that has crossed borders. Not only do they have sales points in several cities across Europe, but they also exported the entrepreneurship model to Spain, aiming to rehabilitate women who are victims of human trafficking and are supported by the Amar Dragoste Foundation.
Although I think their target audience is not at Tranoï, but rather at more specialized shows like Who’s Next or Bijorhca, the work of María José Aguirre, creator of the brand, was very well received and became the ‘coup de cœur’ of the director of a well-known PR agency.
-Ara JWLS: the universe of this brand is completely different. Josefina Lagos, its creator, works with metals such as silver, gold, and bronze.
On this occasion, Josefina Lagos presented her new collection entitled “Altar” which “comes to reveal the DNA of the brand”. This collection linked to the constellations, is composed of 26 models made in silver and gold plated bronze and includes: necklaces, bracelets, earrings, rings and bracelets.
One of Josefina Lagos' objectives for 2025 is to open up a space for herself in the Mexican market. To this end, she created a campaign inspired by the Mexican Lottery ‘because it has many symbols that have to do with the collection’, she explain.
To do this, a video for the campaign was filmed in Mexico and she also made 8 postcard-sized presentation cards, with symbols that can also be associated with the tarot too. The idea is to reinforce the esoteric stamp of this collection.
One of the pieces that I liked the most were those inspired by the trail left by a comet, called Supernova.
-Talisma: is the jewellery brand created by Antonia Rojas with the idea of creating talismans and/or amulets ‘to be able to deliver a piece charged with mystical energy’. For this version of Tranoï, they presented a collection of jewellery inspired by the sea.
Unfortunately, I couldn't find the stand where the brand was located, so it seems to me that it wasn't very visible. However, from what I saw on social media, I really liked the pieces inspired by oysters.
Despite the differences in style and approach, the three brands share a common denominator: the desire to take Chilean jewellery to new markets. It is to be hoped that participation in this type of event will help them to achieve this goal.
Best regards,
Carolina
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