French brand already receiving interest from UK indie retailers.

French silver and fine jewellery brand APM Monaco has made its UK debut at The Jewellery Show, with retailers already said to be interested in the brand’s delicate jewellery offer.

The company, which exhibits at Vicenza, BaselWorld and the Hong Kong fairs, is being distributed in the UK by Lawrence Blunt.


APM offers delicate silver jeweller designs set with Swarovski cubic zirconia, as well as fine gold jewellery set with diamonds. Most pieces are delicate in style, with designs such as fine friendship bracelets, cabochon gemstone rings and enamelled pendants. The brand also has a range of ceramic rings and earrings set with stones.

The brand also offers a unique point of difference as it releases new collections every month, allowing retailers to have a constantly evolving collection from which the can cherry pick designs to fit with their customer demands, current stock or store style.

Simon Phillips, who is working with the brand in the UK, said that there had been plans to bring APM to market for some time, and that now felt right.

Phillips said: “APM is like high fashion jewellery as it moves fast. [The monthly new collections] is a new concept in many ways for the UK as it sells more like fashion jewellery which means retailers need to adjust that thinking to a fine jewellery market.”

To date the brand is stocked in key Goldsmiths and Fraser Hart stores, but has plans to reach out to independent retailers through its appearance at the show.

Barrie Dobson, who recently left IBB London to join APM, said: “We’ve had a lot of interest and follow ups. What a lot of retailers want today is a fashion edge and jewellery at key price points. You can go through the APM range and find there is something for every retailer.”

The RRPs start from about £45 for a ring to £560 for a pave-set crystal cuff.