French fine jewellery brand Persée Paris tests the ground ahead of India debut in September

The brand, known for its unique ‘floating diamond’ aesthetic, recently showcased its jewellery at the exclusive French Luxury Experience 2025 events held in Mumbai and New Delhi

Mumbai: Contemporary fine jewellery brand Persée Paris, founded by French-Moroccan designer Nawal Laoui in 2017, is set to launch in India in September, 2025. The brand, known for its unique ‘floating diamond’ aesthetic and experiential artistry, will debut at Galeries Lafayette in Mumbai’s Fort area.

As Persée Paris prepares to enter the Indian market, it aims to set itself apart by offering a fusion of contemporary elegance and culturally resonant designs. In accordance with its launch strategy, the brand recently showcased its jewellery at the French Luxury Experience 2025, an exclusive event organized by Business France in collaboration with France Éclat and la Fédération de la Haute Couture et de la Mode. Held from March 18 to 21, 2025, in New Delhi and Mumbai, the event served as a premier platform for renowned French maisons to present their work and explore business opportunities in India.

Persée Paris was among five luxury brands— the others being Dentelles André Laude, Mossi, Tournier Billon, Tartine & Chocolat—that participated in this exhibition, testing the ground ahead of its expansion into the Indian luxury market. The event provided an intimate setting where guests and jewellery connoisseurs experienced the brand’s signature ‘floating diamond’ aesthetic firsthand.

Unlike traditional jewellery, where diamonds are typically encrusted into metal, Persée Paris employs an innovative Japanese laser drilling technique that allows the diamonds to appear as if they are floating on the skin. The brand is also famous for its ‘Permanent Jewellery’ line—also known as ‘zapped’ or ‘forever’ jewellery—a collection featuring bracelets, necklaces and anklets that are custom-fitted and welded close, creating a seamless, clasp-free piece designed to be worn indefinitely. This technique enhances the brilliance of each stone, giving an ethereal, weightless effect.

“Nawal Laoui, born and raised in France, envisioned a jewellery line that women could wear effortlessly from day to night. Her fresh perspective on fine jewellery has set Persee apart in a market saturated with traditional designs,” said Simran Bedi, Commercial Director of Persée Paris, explaining the brand’s key proposition.

Persée Paris has already garnered worldwide attention, having been featured in the hit Netflix series ‘Emily in Paris’. In Season 3 of the series, the main character Emily (played by Lily Collins), can be seen wearing customized pieces from the brand, including its signature ‘floating diamond’ designs and nylon-string floating rings, which create the illusion of diamonds suspended on the fingers.

In India, the brand plans to introduce a collection exclusively tailored to Indian tastes, featuring coloured precious stones that have always been a big part of Indian jewellery traditions. “While Indian jewellers offer exquisite craftsmanship, much of it leans towards statement pieces meant for special occasions. Persée Paris fills a gap by providing everyday luxury—jewellery that is stylish yet wearable and effortlessly transitions from a formal setting to an evening out,” explained Bedi.

The brand’s expansion into India is strategically planned with a robust marketing and PR campaign around it. Persée Paris is considering celebrity endorsements and collaborations with influencers to create buzz around the launch.

The brand also aims to host pop-ups in key metropolitan cities, offering Indian consumers a firsthand experience of its unique designs. The brand’s best-selling Danai collection, which allows customers to customize pieces with varying diamond sizes, will be a focal point of its Indian debut.

Persée Paris has stores spread across Europe, the United States, the Middle East and Africa. It retails online through its own website and also by way of collaboration with renowned retail chains across the globe such as Selfridges, Mayors, 24 Sèvres, Brownsfashion, Net-à-Porter, The Jewelry Room and Zalando, among others.

Written by Megha Misra

Retail Jeweller India Exclusive