If good stories sell, they are often based on real events. Spotted on Adriana Karembeu, Nolwenn Leroy and Emily in Paris, this ultra-popular jewelry brand tells us about its own. A project so unexpected that even their father didn’t believe in it at first. Encounter.
Behind a brand there is often a profoundly human idea, a life story that is out of the ordinary, a tender family story with which everyone identifies. Founded in 2011 in the Pink City, this French jewelry house is one of them. Created by 2 sisters from Toulouse, it has managed to carve out a place of choice in the hearts of fashion designers from the United States to Japan, going from €200,000 in turnover to 2.5 million at present. A story that begins “a bit by chance”they confide. Even their father wouldn’t have put a penny in at first, even though the idea stemmed from his passion that became a profession. “He followed us in this project without really believing in it”explains Nadia, the eldest. Exclusively for the Women’s Journalthe Franco-Thai women tell their success story.
Aged 26 and 24, Nadia and Nancy were hanging out in their father’s workshop when the idea for the brand Nach germ in them. “For over 50 years”he makes porcelain miniatures “that our grandmothers collected in shop windows, in the shape of animals.” That day, the sisters’ routine visit takes on a whole new dimension. Among all the figurines, one will reveal itself to them and give birth to the Toulouse house.
“There was a magnificent leopard. We told him ‘give us two holes so we can put it on a necklace’. So we wore it for several months, and people told us ‘what you have is super beautiful, it’s never been seen before, it’s original.’ We said to ourselves ‘but we’ve been told that 50 times, there is something to be done'”remembers Nadia.
Jewelry Nach then come to life. Ultra vitaminized, inspired by Thai fauna and flora – land of their maternal ancestors – they are made by artisans during “120 hours on average”.
The moment when everything explodes? The living room Bijohrca in Paris, in 2011. Due to lack of budget, they took “the smallest stand, 4m2.” “Our goal was only to make the stand profitable.” They will do much more. “It was crazy. There were so many people in every direction that we had to call our friends to help us.” The father’s skepticism then fades: “At that point he realized it wasn’t just a hobby.”
A story that is written as a family, with 8 hands: because if the dad watches over the grain from the first moments, mom is never very far away: “She works with us daily. She has this manual side like Nancy. She takes care of a lot of jewelry assembly. She loves it.”
In porcelain with an ephemeral imagination, whose beauty lies in its fragile delicacy, the emotional Nach jewel becomes eternal in the hearts of those who wear it. Like a pet that helps them get through life, they want to keep it, even when it is broken.
“A customer had broken her cat’s ear. She said to after-sales service, ‘Please don’t change my cat. It’s my little cat. You just need to repair the piece of my ear.’ They are really attached to their little pet.”says Nancy. In an era where hyper disposable reigns supreme, Nach stands like a separate ecosystem, preserved from human ravages, in a space and time that belongs to it.
