What do Jackie Kennedy, Eva Longoria and Meryl Streep all have in common? The same lucky black pearl necklace, that's what. The fashion house Gerard Darel's double strand piece of jewellery like the entire French brand's designs has adorned the bodies of some of the most gorgeous women from the silver screen to the High Street.
The business was founded in 1971 by Gerard and Daniele Darel and continues to be a family affair. Laurent Darel, son of the founders, has been at the helm of the company since 1996.
He is supported by a loyal management team which includes David Maruani, who joined the business in 2002.
I passed Maruani a few moments ago at the Gerard Darel spring-summer press showcase where I was scheduled to meet with Laurent. Maruani just like Darel looked more like a high-rolling Wall Street trader and less like an executive of a high-end women's wear brand. But in just a few sentences enthusing about the sumptuous showcase and encouraging me to take a closer a look, it's clear that Maruani is a big fan.
The collection includes long, flowing strapless dresses with the trademark floral Gerard Darel print, cool jumpsuits, sexy super-short shorts, and classic shirts.
The brand also launches its first savvy shoe collection, as well as “With Love" watches in a variety of fun and fresh colours. On display were sandals and wedges in yellow, gold, green, magenta and peach all featuring a cute, little signature bow that also features on thin leather belts.
And as for the bags, well, let's just say, you'd be hard pushed to find better value, style and statement for your money. The brand has re-worked and re-jigged its classic 24-hours bag in new colours and exotic leathers and also displayed its 48- and 72-hours bag.
So, whether you're going out straight after work, staying overnight on a business trip, or embarking on a weekend retreat, Gerard Darel has a bag for every occasion.
Strategy
When I meet Darel at their Parisian headquaters, he explains the Gerard Darel success story and unequivocal business strategy.
“Whenever we launch a new product, for example a new bag, we always launch it on a small scale. We place it in just a few boutiques, with no publicity what so ever," he says.
“The idea is to try and get some feedback from our customers first and foremost."
The brand first launched their bag range in 2004 without advertising campaigns or celebrity endorsements, and in that first season customers had to be put on waiting lists as the bags just flew out of the stores. The brand's customer-first strategy clearly pays dividends and is the cornerstone to the Darel legacy.
While many luxury labels seem to want instant marketing, at Gerard Darel the quality of the product supersedes the big glossy communication campaigns. Darel and his mother — who is still involved in the design process are driven by customer satisfaction.
Celebrities will always come and go, but it's the customers who stay loyal, is the message I get. “Gerard Darel is not a one-season collection," says Laurent Darel.
He explains that if a fabric is not going to stand the test of time, then regardless of how striking it might be it simply doesn't make the cut. Pun intended!
Bagging Gerard Darel
The Gerard Darel's versatile bag collection was launched back in 2004 and instantly became a symbol of elegance and obtainable luxury for women from the streets of Paris to the international jet set.
Celebrities including Jessica Alba, Eva Longoria and Angelina Jolie have all been captured with Gerard Darel bags on their arms.
The face of Gerard Darel
The talented young New York actress Mamie Gummer was recently named the new face of Gerard Darel. “Gerard Darel has always selected intelligent and strong personalities to reflect the easy, modern femininity of their collections," says Laurent Darel, CEO of this family business. “Her mother is Meryl Streep, but that's not why you should know her," the New York Magazine reported earlier this year. “Mamie Gummer also perfectly represents the creative ethos and dedicated ethical values of the company," Darel adds.
Previous faces of the brand include Stephanie Seymour, Brooke Shields, Christy Turlington, Natassja Kinski and most recently Charlotte Gainsbourg.
What's in store?
The first Gerard Darel boutique opened in Saint Germain in Paris in 1987 and there are now more than 1500 points of sale across forty countries.
The brand is represented in some of the most fashionable department stores including: Harrods, Brown Thomas, Galeries Lafayette, Harvey Nichols and Barney's.
Gerard Darel has been in the Middle East for a number of years in Morocco, Tunisia, Lebanon, Kuwait, Dubai and Abu Dhabi, with a new store in Dubai due this month.
Gerard Darel is currently available at Harvey Nichols in the Mall of the Emirates and Wafi City, Dubai. For more information, visit the website gerarddarel.com.
