Poiray's new creative director Aurélie Bidermann to bring fresh vision

By

Lucile Deprez

Translated by
Nicola Mira

Published
Dec 2, 2016

Aurélie Bidermann has joined French watchmaking and jewellery company Poiray as creative director. Bidermann will still continue to design jewellery for her eponymous brand.

Benjamin Lobel, joint general manager of Poiray, said: "Poiray still embodies timeless Parisian chic, but with Aurélie Bidermann it will offer…a vision of  luxury that is young, happy and carefree."
 
The Parisian jewellery designer founded her own label in 2003, and then launched a fully fledged line. Following disagreements among the partners, the label went into receivership last July.

The situation was resolved in the course of the following three months, after French private equity firm AMS Industries became a majority shareholder. AMS Industries also owns a majority stake in Poiray since 2003.