Founder of JewelMak Debuts New SéChic Jewelry Brand



After more than two decades in the business, Swiss jeweler and founder of JewelMak (which is celebrating its 25th anniversary), Andy Goetz—along with the brand’s vice president, Vekesh Monalall (formerly of Tiffany & Co.)—has launched a new line of jewelry, Séchic.

The new brand, which is “Andy’s long-time vision to bridge the gap between classic and modern jewelry designs,” according to its press release, is composed of 14k gold jewelry, vermeil, and sterling silver pieces touting modern, sleek styles.

Sechic gold medallion bracelet
Medallion cuff bracelet in 14k yellow gold, $685
Sechic gold triangle ring
Open triangle ring in 14k yellow gold, $290

The offering comes at an ideal time, when gold jewelry is in big demand. The collection is very wearable: earrings, rings, bracelets, and necklaces, featuring sculptural elements to decorate, in the absence of any gemstones. In a Q&A on the brand’s website, Goetz describes his using solely gold as wanting something modern and simple, after working with gemstones and pearls for most of his career.

The selection here just skims the surface, a deeper dive reveals a host of hoop earrings, layerable necklaces, and stackable rings. It’s the kind of stuff that keeps bringing customers back for more, wanting to add to their growing collections over time.

Sechic gold fringe necklace
Ligne d’Or fringe bar necklace in 14k yellow gold, $660

SéChic’s design studio is based in New York City, and its moniker is inspired by Goetz’s love of French style.

Sechic disc D'Or ring
Three-row disc d’Or ring in 14k yellow gold, $290

Shoppers can feel good about multiple purchases, too: The new brand has pledged 5 percent of its total sales through December 2019 to Feed the Children, an organization dedicated to helping end childhood hunger around the world. SéChic’s target for donation by the end of next year is $15,000.

Sechic open heart earrings
Open heart stud earrings in 14k yellow gold, $180

It’s collections like these that make for great holiday sales, whether for fulfilling a loved one’s wish list, stuffing a stocking, making a year-end self-purchase, or treating a friend. You can see more from the collection at the brand’s website, sechicgold.com.

Top: Globes bar necklace in 14k yellow gold, $480