Feidt is the last name of the sisters Muriel and Nathalie from Nice, singular and contrary, one wise, the other rubbish, but also of their bohemian chic jewelry brand created in 2008, whose rock, symbolic and freedom creations, whose rock creations, symbolic and imbued with freedom, are inspired by their heterogeneous family heritage, shared between cultures on the sunny shores of the Mediterranean.
In 2007, the two sisters were still working for a major fashion jewelry brand between Nice and Paris, when Nathalie wanted to create her own label. She opened a multi-brand store in Nice, César and Rosalie, which was very successful. Muriel quickly followed in her footsteps, and they decided to create together a brand of small gold skin jewels, easy to wear and accessible. First, they imagine a chain ring with a small plate and an 18-carat gold bracelet, then they think of a symbolic piece that could represent their anti-conformism and inspire all women. Muriel: ”We wanted to create high quality jewelry that is transmitted over time, without charging the prices of fine jewelry. We were also looking for a spiritual symbol, but one that was open to all religions and cultures. Then, the tree of life became obvious to us with its universal symbolism that represents eternity and that draws its strength from the center of the Earth. It is the ideal emblem of protection, wisdom, rebirth, and the life cycle.” The Feidt sisters therefore launched their first collection in 2008 with their 18-carat gold “Tree of Life” necklace as a star. A huge success! They are acclaimed by the women's press, go to fashion shows, and are sold at the iconic Parisian address Franck & Fils, but also at Le Bon Marché and even in sales salons in New York. It was in one of them that former First Lady Michele Obama fell in love with the Tree of Life necklace, which she then wore on American television.
”During the same period, Nathalie designed an enamelled butterfly in 18 carat gold. Sublime, but it was worn on rare occasions. No more jewelry left in the trunk, in 2014, we decided to take a new turn and start making 9 carat gold jewelry, to have even more fun with the creations! We create rings, earrings, medals that look vintage and hippy chic. Each piece of jewelry must have a particular soul, tell a story, a desire, a symbol, such as yin and yang, religious and astrological symbols, lucky gray symbols conducive to stacking, accumulation... Everything is steeped in our travels, freedom, grace, and chic nonchalance.”
One day, Nathalie had the idea of revisiting the Laghet Madonna, located in a sanctuary in the hinterland of Nice. This famous Madonna, dear to the grandmother of the Feidt sisters, is said to have answered the prayers of devotees with several miracles since 1652 in the chapel in the Laghet valley, between Nice and Monaco. ”We both went on our pilgrimage to Notre-Dame de Laghet to revisit the traditional medal with the effigy of the Madonna. Our version, still on sale, is made of 14 carat gold set with 34 gray sapphires. Our customers liked it so much that we have since declined it with swallows.”
Today, the Feidt sisters continue to offer strong pieces such as the Constellation medal in 14 carat yellow and white gold paved with 67 white sapphires, created in 2022, which has become one of the brand's iconic pieces, but also smaller, very fine pieces of jewelry. The brand is sold all over the world, from Los Angeles to Saint-Tropez, via Courchevel, Germany and Monaco, and on their website. ”Feidt is not a multinational company, but we have been present for seventeen years. We remain faithful to our points of sale and our collections reflect the authenticity of our values and personalities. We design everything in France and the production is entirely handmade by artisans in Europe. We are quite proud of that!”
Their latest collections are an ode to love and peace, such as the gold “love” medal that opens with a small ruby heart nestled in the center, a gold and white sapphire medal in the shape of a coat of arms composed of small swallows of peace, gold plated medals with heart or clover symbols to be personalized with the letter of your first name, or even the reinvented gold “tree of life” ring and necklace. Playing with materials and shapes to reinterpret the world of creation, that's the Feidt spirit.
https://www.instagram.com/feidtparis/
Pictures: © Courtesy of Feidt
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