Jewellery-making is very much like storytelling, manifesting the maison’s narrative through beautiful, precious pieces. For Chaumet, one of the oldest jewellers in Place Vendôme, its poetic stories are often centred on its majestic beginnings as the royal jeweller for the French aristocrats, including Napoleon Bonaparte. His famous emblem? The bee, believed to be the representation of the power and prestige of his empire.
The 240-year old jeweller revisits this theme and offers a modern twist to this symbol by using the honeycomb as a repeating motif in its Bee My Love collection. The graphic yet feminine design has become iconic for the maison, because the interplay of gold and geometry creates such a modern and minimalist aesthetic for everyday jewellery. This year, as Bee My Love extends its buzzing line into necklaces and earrings, its ambassador — Korean superstar Song Hye-Kyo — returns to front the campaign. In this exclusive interview, Song shares her thoughts on her collaboration with Chaumet as well as her tips on wearing jewellery.
In this campaign, you wear the Bee My Love collection in your own way. What do you make of its design?
I love the design of the Bee My Love collection for its natural beauty, vivacity and fashionable style. The hexagonal honeycomb motif creates not only a minimalist but also exquisite silhouette; it also has versatility and stackability, bringing out the unique personality of the wearer. The Bee My Love jewellery pieces also go well with my daily look — relaxed, effortless and natural.
The Bee My Love collection symbolises loyalty, courage and assiduousness. Do these characteristics resonate with you?
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