At L’Atelier Paris, every detail has been meticulously crafted to offer a truly immersive and unforgettable experience.
Many international brands have come to call Umhlanga home, and L’Atelier Paris has been welcomed with open arms as they join the stores of Platinum Walk in Oceans Mall. CEO Jean-Philippe Avenel, with his experience in luxury jewellery and enthusiasm for business, brings to life an experience inspired by France’s culture and eye for quality. This exquisite boutique promises to infuse a touch of French elegance into the vibrant South African coastal city.
Starting as a watch connoisseur, Jean-Philippe has had ample experience in the world of timepieces and elegant jewellery. Having cultivated his love for watches since childhood, Jean-Philippe found himself captivated by the intricate craftsmanship and heritage of Maisons during his time in Paris and the South of France. He also spent time with the iconic brand Cartier, giving him the knowledge of managing luxury retail while gaining an understanding of our local markets. He saw an opportunity to combine his French background with the warmth and vibrancy of Umhlanga after spending six years working with Cartier in Johannesburg.
Establishing the flagship store in Oceans Mall’s Platinum Walk was a natural choice for Jean-Philippe. KwaZulu-Natal’s East Coast has become a place for affluent lifestyles to thrive. “Durban possesses a soul as vibrant as its landscapes. I wanted to contribute to its rich cultural tapestry by offering a journey into French opulence,” explains Jean-Philippe. “I aim to provide the community with a personal and immersive shopping experience,” he adds
The L’Atelier Paris Boutique is a true embodiment of luxury, drawing inspiration from the allure of the French Riviera and the captivating beauty of the KwaZulu-Natal coastline. As you step through the doors, you’re greeted by an atmosphere of sophistication and refinement. The rich hues of gold and reds envelop you, instantly transporting you into the world of timeless elegance. Then, you enter into an expansive open-plan area adorned with consulting desks and illuminated lightboxes showcasing the exquisite collections of jewellery and timepieces from each brand.
Now open to the public physically and online, you can shop their incredible collection of opulent brands of watches and jewellery. You’re able to purchase fine watches from Cartier, Breitling, Tag Heuer and Longines and jewellery from FRED, Messika and Lepage – prestigious brands from all over the world.
Among the watch brands housed at L’Atelier Paris, Cartier is celebrated for its craftsmanship, innovation and timeless appeal. The brand’s iconic collections include the Cartier Santos, known for its pioneering spirit and timeless design, and the Tank, a symbol of strength and style. A pioneer in Swiss watchmaking, TAG Heuer is known for its innovative and sporty timepieces. These watches are prized for their precision, durability and performance.
Among their collections of jewellery, Lepage is renowned for its exquisite creations. The brand’s iconic collections feature a blend of classic elegance and contemporary style, with attention to detail and quality craftsmanship. Founded in 1936, FRED is synonymous with fine jewellery and iconic designs. The brand’s iconic collections include the Force 10 bracelet, featuring a nautical-inspired design with a twist cable motif and the Pain de Sucre ring, known for its vibrant gemstones and playful elegance.
A hidden gem, the boutique also sports a secret wine cellar. This is a sanctuary awaiting discovery by new clients and welcomed guests. Amidst the finest French wines and champagnes, intimate gatherings are hosted, offering the perfect setting for private watch or jewellery pairings.
L’Atelier is a space where luxury meets hospitality, inviting guests to embark on a journey of indulgence and discovery.
http://www.latelierparis.co.za
Words: Cristina Govender