Imagine a Paris so perfect that you would feel free to leave it, and come back loving it all the more. A poetic escapade between Haussmann-style façades and tropical exuberance, the narrow streets of Montmartre and the Lower East Side, the fountains on the Place de l’Etoile and the Amalfi coast, Central Park and the ponds in the Tuileries gardens: that is the spirit of Aurélie Bidermann.
Created in 2004, it reflects the DNA of its eponymous founder: a never-ending journey between zinc rooftops, emerald-green forests of South America, a sensual island, the vibrant colours of unknown flowers, and the cobalt blue of an infinite ocean.
Paris and all these other places are the firm’s creative crucible, boosted by a very Parisian sense of fashion and a coquettishness that stems not only from beauty but also from natural grace. This spirit infuses the multi-coloured cottons in the Copacabana and Do Brasil collections, cult jewels reminiscent of holiday souvenirs, coloured stone cabochons in the Miki rings, the sensual curves of the Diana line, whose sorbet hues cultivate eternal summer.
It is delightfully at ease with itself, steeped in nature and wanderlust. The style of Aurélie Bidermann is also a love for the countryside, walks in the woods, and weekends in the country. It’s the family home in the south of France, hikes in the Fontainebleau forest, a Sunday in Normandy. The ears of corn, the Tao snakes, and the ginkgo leaves have become talismans, blurring the frontiers between valuable and costume pieces. They are ideal for treating yourself and emphasising your own femininity.
Her first boutique, created in Paris’s arty Saint Germain-des-Prés district, is more than just a point of sale: it is a story of four walls – in Paris, of course, but it also has a touch of Palm Springs sophistication and a hint of a Rio carnival. The same right bank atmosphere, in the Rue Royale, like two chapters of one open book, a fantastic album in which clover leaves go hand in hand with the delightful collection of Navajos ornaments, gold lace, dancing snakes, and silk pompons. Colette and Simone de Beauvoir would definitely have loved it.
The collections of bracelets and rings, the balance of colours, the mix of materials soon becomes jewellery. Once again, the Paris tradition is touched upon: an unusual Elephant becomes a pendant, the gold thread Ceintures are transformed into rings and bracelets. The Chivor pendants are like a child’s toy, yet none of this might stop women from wearing mobile sapphires, emeralds and diamonds.