Industry / Retail

Loyal.e Cocoons Clients in Craftsmanship at New Paris Store


For Loyal.e’s first Paris store, brand founder Maïssa Zard sought to create an eclectic interior that reflects both the modern qualities of her jewelry and the historical nature of the neighborhood where the shop is located, Saint-Germain-des-Prés.

Interior design of the store at the 17 rue de Grenelle also echoes the French brand’s values of environmentalism and artisanal craftsmanship. “We spent six months searching for the most exquisite pieces of art and furniture to showcase,” Zard says. “Like every piece of jewelry at Loyal.e, every piece of art and furniture we picked has a story and was chosen for it.”

In one example of the mix of traditional and modern at the boutique, a Louis XVI–style desk faces a new designer armchair. Loyal.e’s commitment to preserving the planet and its resources shows in a triptych on the wall by Nigerian artist Niyi Olagunju made with nuts painted in three colors of gold, as well as a raw wooden counter and marble floors.

Loyale Paris cases
The interior of the new Loyal.e boutique features high-end finishes along with artwork that shows the brand’s commitment to craftsmanship and the environment, owner Maïssa Zard says.

The store, which opened in November, gives Loyal.e customers a place to see and touch its handcrafted pieces in-person. “Nothing can compare trying out directly the piece of jewelry and seeing the brilliance of the diamonds and gold,” Zard says. She debuted the brand online two years ago, and many of her clients from the United States, elsewhere in Europe, and the Middle East visit Paris on vacation, with shopping high on their list of things to do in the city.

“We wanted to create a new space where people can just walk in and discover our jewelry without necessarily booking an appointment in advance,” Zard says. “We also noticed that some clients want to try out their rings, especially for engagement rings, and then purchase it online on our website. They appreciate the omnichannel experience.”

Loyale Paris mirror
A  dramatic mirror hangs between the retail area and the meeting space where clients can sit down with Zard and learn more about custom and specialty jewelry.

Loyale.’s store is divided into a retail area on one side and a private lounge on the other. They are separated by a large mirror framed in 19th-century mother-of-pearl marquetry. “Our showroom is a haven that encourages discussion and shared ideas,” says Zard, whose beautiful jewelry is expertly crafted in her Paris atelier.

“Each jewel bears a unique story and has required hours of meticulous work by our artisans, preserving the excellence of Parisian craftsmanship,” she says.

Loyal.e will host events at the shop, including monthly cocktail workshops where guests can learn about diamonds, the 4Cs, and what happens behind the scenes at the brand, Zard says. She says she looks forward to meeting customers and talking about her inspiration for both the store and her jewelry.

“Loyal.e stands out for its transgressive beauty, playful elegance, and creative freedom. I wanted the store to reflect these elements—a cocoon of serenity and intimacy where light, color, and expressiveness come together,” Zard says.

Top: Loyal.e’s first boutique, in Paris’ Saint-Germain district, opened in November. (Photos courtesy of Loyal.e)

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Karen Dybis

By: Karen Dybis

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