Influenced by a combination of the founder’s Oriental origins and Western flair, Nadia Boumejahed founded Nad De Paris in Lebanon before taking it to the world. Paris has always been at the heart of the jewelry brand as Nadia crafts her design taking into consideration the Lebanese know-how and the French elegance.
Nadia, please tell us about the journey of Nad De Paris, and why did you decide to launch the brand?
I always had a passion and devotion for fashion, particularly jewelry, and my daughters had grown older, so I decided to invest in my passion and start my own handmade jewelry brand. I was in Paris at that time and as you know it Paris is celebrated for its fashion-forward style, and I needed to express in my collections the “chic à la Française” that was anchoring my current way of life as well as my oriental heritage and roots. As they used to call Beirut, the Paris of the Middle East, it wasn’t too hard to blend both my oriental origins and western flair to create something unique, trendy, and yet stylish.
I started taking jewelry craftsmanship classes and found my way around several exhibitions to select fine materials to use for my collections like semi-precious stones, pearls, mother- of-pearl and chains. I launched my first collections in Paris which were an extreme success and despite the years I spent away from Lebanon, my love for my native land made me open my first store in Beirut in the glamorous ABC department store in Achrafieh in 2006. Lebanese women loved my collections because they embodied the Nad de Paris Woman I was envisioning when creating my collections: a woman with many facets, that is sophisticated, a bit rebellious and independent with a quirky bourgeois side. In the following years, we then expanded the brand in the two additional ABC department stores in Lebanon: Verdun, Dbayeh and opened our own retail store in Starco Tower Downtown. The brand was such as success in Lebanon that I had also the opportunity to expand in Paris in concept stores in rue du faubourg Saint Honoré, avenue Montaigne and in the BHV Marais and finally in 2020 when one of my daughters moved to Dubai, we thought it was a great opportunity for the brand to also expand its footprint there.
What is the creative process behind your marvelous collections like?
I get inspired by a wide range of sources when it comes to my collections, it can be nature, aesthetic, art, culture, emotions, fashion trends and most of the time my daughter’s style and sense of fashion. Once inspired, I start sketching and designing initial concepts for the collection which will serve as its foundation. To bring my designs to life, I embark on a quest with my suppliers in Paris to meticulously select the perfect pearls in terms of shape and colors as well as chains that would align with the mood of the collection. Once I made my choice, I entrust them to the skilled hands of my atelier in Beirut. Here the magic unfolds as my designs transform into tangible, wearable works of art through the meticulous process of handcrafting each jewelry piece.
Between Lebanon and Paris, in what way do these cities inspire you?
Well Beirut and Paris are two iconic cities with rich histories and unique cultural identities. I was born in Lebanon, and I lived most of my life in France more specifically in Paris where I raised my two daughters which is why both cities served as a great source of inspiration allowing me to blend elegance, sophistication, and artistic expression into my collections. My collections are inspired by the warm hues of Beirut’s sandy beaches and Mediterranean Sea which are echoed through the gold chains used and the earth-toned semi-precious pearls while Parisian elegance will be reflected through the cool-toned semi-precious pearls and the finesse of our chains.
Why was it important for you to expand to Dubai?
It was important for Nad de Paris to expand to Dubai for three main reasons: Cultural affinity and proximity: As a Lebanese based jewelry brand, we share historical and cultural ties with the broader middle eastern region, especially with a city like Dubai where Lebanese and European designs and styles resonate strongly with local consumers. Expanding to Dubai allowed us to tap into this rich cultural heritage, connecting with customers on a personal and emotional level.
The Thriving luxury market: Dubai boasts one of the most robust luxury markets. The city’s high-net-worth and affluent clientele, with a penchant for exclusive and high-end products created a perfect match for our brand given our high-end positioning driven by our craftsmanship and our high-quality materials collections. And for the international Exposure: Dubai serves as a global crossroads, attracting visitors and investors from all corners of the world. By establishing a presence in Dubai, Nad de Paris gains unparalleled exposure and a gateway to expanding its reach into the broader Middle East, Asia, and beyond.
And why do clients choose Nad De Paris?
Clients choose Nad de Paris because our brand stands out in the industry thanks to our ever- evolving cutting-edge collections. The exclusive use of high-quality materials shaped by a real know-how in union with artisanal heritage creates an original and versatile touch that allows our clientele to mix and match her jewelry according to her desires, owning her style while embodying modern femininity and always being at the forefront of fashion. Our collections tell a captivating story that resonates with our clientele who appreciate beauty, fashion and cultural significance.
Are you noticing any changes in the jewelry sector?
Indeed, when I first opened my store, customers displayed a strong preference for jewelry crafted solely from gold or diamonds. However, I’m witnessing a significant shift in consumer attitudes over time. Now, clients exhibit a growing willingness to embrace gold-plated and silver jewelry as equally valuable and exquisite alternatives. This change in perspective can be attributed to their heightened awareness of the intricate craftsmanship underlying each design. They have come to recognize and appreciate the exceptional quality and artisanal heritage that empowers every jewelry brand to fashion truly distinctive and exceptional pieces. This evolving trend is a testament to the changing dynamics of the jewelry market, where discerning customers now prioritize the artistry and creativity invested in a piece, rather than solely fixating on the materials used. As a result, they have opened themselves up to a world of innovative and captivating designs that showcase the brilliance of skilled artisans, transcending the conventional notions of what constitutes luxury in the realm of jewelry.
After such a success story, what is your advice to women entrepreneurs?
Embrace your passion and let it be a driving force behind your business. Your passion will fuel your commitment and it will shine through in anything you are creating.
Tell us more about your latest collection…
In every collection, a story unfolds, a story woven with passion, artistry, and an unwavering pursuit of beauty. The culmination of this labor of love is a collection that transcends the ordinary, touching the hearts of those who wear it, and carrying with it the very spirit of the creative process that breathed into its existence.
My latest collection is a heartfelt tribute named “By the Sea”, a poetic ode to the resplendent summers of our beloved Beirut. In light of the challenges our country has faced, we sought to celebrate the vivacity and beauty that summer bestows upon our city, as expats return and breathe life into its very core. Central to this collection are the exquisite Majorca Pearls, renowned for their enduring elegance and opulence. Embracing the essence of beachy summer vibes, we have intertwined these pearls with striking gold-plated chains and pendant motifs, evoking the whimsical allure of seashells and gingko. “By the Sea” is an ensemble of versatility and grace, featuring body chains and belts that gracefully transition from beachside attire to enlivening the night out ensembles of our clientele. Each piece possesses a touch of allure, accentuating the natural beauty of our wearers, whether they stroll along sandy shores or dance beneath city lights.
Our chokers are a fusion of seashell pearls, Majorca pearls and cat-eye pearls, expertly mingling to emphasize the Mediterranean summer mood. Infused with chic à la Française sophistication, we elevate the collection with Quartz, horse chains and zirconium, exuding an aura of luxury and refinement.
Where can we purchase Nad De Paris?
You can purchase Nad de Paris online through our website www.naddeparis.fr, our Instagram account @naddeparisjewelry. In retail, you can find Nad de Paris in Lebanon at Pinch Moi concept store and online at Lebelik on www.lebelik.com and in Dubai at the following concept stores: Fltrd, GiGi, O’de Rose, Surf Club and Twiggy by La Cantine.
Text by Victor Gee
