Brand to unveil Neelia at BaselWorld in reaction to public demand.
French jewellery house Gay Frères is set to debut a fresh, contemporary brand a BaselWorld called Neelia, designed for a "new generation" of women.
The collection has been created in reaction to what the brand dubs changing perceptions of luxury. Gay Frères said the launch of Neelia demonstrates its enthusiasm to meet the general public’s expectations, in particular those of a new era of women consumers.
The range has been created with wearability in mind, with designs suited to day and evening wear with delicate motifs such as diamond-set spirals in white and rose gold, small knot rings and large colourful cabochon earrings and pendants.
The launch of Neelia marks a new route for Gay Frères, a company that first launched in 1835.