Swiss jewelry maison de Grisogono has opened a new boutique in Paris’ affluent Eighth Arrondissement, also known as the Golden Triangle (or Triangle D’or if you happen to be in town). 

The new location brings the company’s total freestanding stores—scattered worldwide in New York; Paris; London; Geneva; Rome; Kuwait City; Cannes, France; St. Moritz and Gstaad, Switzerland; Porto Cervo, Italy; Dubai, U.A.E.; and Seoul, South Korea—to 12. 

The new shop is predictably elegant, but in a subdued way. It boasts its own gorgeous circa-1929 Art Deco storefront, but is actually part of the Prince de Galles hotel on Avenue George V.

Inside, London-based architects David Collins Studio designed the space to be reminiscent of a Florentine villa. There are two distinct rooms, both furnished with luxe, contemporary pieces. The shop’s muted color palette includes pops of amethyst-inspired purple and iridescent white. Panels of purple stingray, a signature material for the atelier, adorn several walls. 

“The interior is rich in details, and directly inspired from a number of aesthetic constants that are characteristic of the brand,” said Céline Assimon, chief executive officer of de Grisogono, in a prepared statement. “Our new Parisian address…provides the exclusive surroundings we were looking for. Paris has always been a very important platform where international clientele travels for business and leisure, and we do look forward to welcoming them in our new home.”

De Grisogono was founded in Geneva in 1993 by black diamond specialist Fawaz Gruosi. JCK columnist Amy Elliott recently covered the maison’s latest eye-popping high-jewelry designs—all headed for the Cannes Film Festival red carpet, which kicks off on May 14.