About the brand
APM jewellery is chic. APM is Monaco, synonymous with elegance, savoir-vivre, and luxury living. APM jewellery is fashion-forward. APM is street style, catwalks, trends, art. APM is smiling in the South of France. A lifestyle represented by a positive attitude, a sense of welcoming, simplicity, and kindness.
We are “chic, fashion, and smile”- it’s in our creation, production, communication, distribution, and the relationship we have with our internal teams and the APM lovers around the world.
Origins
It started with a female founder and her son in Monaco, Monte-Carlo, 1982. Ariane and Philippe Prette were key manufacturers in gold, diamonds, and other precious stones for acclaimed jewelers around the world.
In 2012, backed by 30 years of dedication and experience in an industry, as well as mastering quality craftsmanship, Philippe Prette, today the CEO, created the brand APM Monaco, together with his wife Kika Prette, the Creative Director. Their vision came to life because of their combined experience in the jewellery and fashion industries. Today APM Monaco is a leader in the fashion silver jewellery market.
Stores
APM has around 400 stores worldwide; our retail is something we are extremely proud of. Soliciting the five senses, the APM shopping experience is thoughtful, emotional, and high-end.
Like a trip to the South of France. As you enter our different stores around the world you will always find our signature navy blue leather and Riva wood interiors, reminiscent of cruising in the South of France, on the Mediterranean. We curate a monthly playlist to match the vibe of the collection and to accompany you as you browse around.
Our store experts will guide you as you discover our jewellery library in a polished yet comforting environment. These small touches help build relationships with those shopping with us, so that they can be excited to visit our stores again and become our lifelong customers. It’s much more than just a simple transaction!
CREATION
The creative process of each jewellery collection starts months in advance and is led by Kika. She and her creative team imagine a universe around a particular theme; always relevant to APM brand identity. The thought process is then materialized onto a mood board which is constantly in progress; being tweaked, retouched, and added to.
The entire creative team involved then must think in a direction that harmoniously marries craftsmanship and the “chic, fashion, smile”. The mood board is the inspiration for our designers, as they integrate the themes into their drawings of the handcrafted jewellery. It is also the inspiration for the artwork on our accessories, launched in store at the same time as the jewellery. Of course, it’s also the inspiration behind our campaigns, store displays, and any other content we create on and offline.
KIKA PRETTE
CREATIVE DIRECTOR
Campaigns and collections
Our campaigns, shot in Monaco, showcase parts of our identity, which is influenced by the beauty and lifestyle of the Côte d’Azur: elegance, style, simplicity, and pleasure. With each campaign, APM takes you on a new adventure! For each collection, we carefully choose a campaign face that represents the essence of the collection and shares our brand values. It all comes to life with a crafted video and photoshoot, featuring this brand ambassador, putting our jewellery at center stage within the Monaco backdrop.
CRAFTSMANSHIP
Over 4 decades of heritage and experience in manufacturing are at the heart of APM Monaco which means we can align our craftsmanship with that of fine jewellery making. We hand-craft our high-end silver jewellery in our own production sites and our teams oversee each stage of the process. We create about 7000 jewels every day, with 1 million stones set daily. The pieces have approximately 300 stones, mostly zirconia, or freshwater pearls. The pure sterling silver 925 we use is also mostly from recycled sources.
Wonderland program
APM truly believes in the forever lifespan of jewellery. With the Wonderland Program we use the love poured into our creation process to see beyond the ephemeral beauty of jewellery. The motto behind our endeavours is, “enjoy now, protect the future.” A mindset that’s been instrumental for our brand and something we want to carry out in many ways going forward.
Bring previously bought APM pieces to a store to be recycled; we will melt it and use the raw material to create new jewellery. Joining the program gives you 2 years full warranty, professional cleaning, and lifetime repair to upkeep your jewels. So that you can feel like every time, is the first time. Start now, join the movement.
Sustainability
Since the start, quality, wellbeing, and spreading APM brand values and visions has been a priority for us. In addition, in recent years, we have taken up the challenge of reducing our environmental impact.