35 years of history
AGATHA Paris was founded by Michel Quiniou, who was inspired to create a brand of fashion jewellery that bridged the gap between luxury boutiques and nondescript, lacklustre chain stores.
Back in 1974, he launched his line of fashion jewellery with an unusual goal in mind: to transform cheap into chic.
The name of the brand? AGATHA. Michel Quiniou wanted a name that suggested the notion of "pretty jewellery" and was a girl's name beginning with 'A', as well as sounding similar to the natural stone, agate—all in one word. Baby AGATHA was born!
It was success all round— customers pounced on the witty, edgy collections that associated fresh, innovative designs with couture style.
The decade when rules were made to be broken… AGATHA Paris grew rapidly and designed jewellery that was bold and beautiful. Beads, enamel and gold were trend-setters, like the chains with big curb links—one of AGATHA Paris' best-sellers. Always ready with a surprise up its sleeve, AGATHA Paris enchanted its fans with new designs and launched the fabulous idea of using charms to create unique pieces of jewellery. In 1989, the famous little Scottie dog was unveiled in AGATHA Paris' blue boutiques, frolicking through all the AGATHA Paris collections and settling in as the brand's mascot, which turns twenty this year.
Michel Quiniou had a loveable little Scottish Terrier called Leon, who never left his side. One day, as a souvenir, he sketched a pendant of Leon in profile. It was an overnight success, and Scottie remains AGATHA Paris' devoted and much loved emblem.
At the top of the ladder, and with its empha\sis on quality but not on exclusion, AGATHA Paris still retained its initial fan base, and was winning over their daughters too! Shoppers queued outside the brand's boutique windows glittering with rhinestones, the Nineties' favourite source of sparkle. AGATHA Paris was the top fashion jewellery brand, and launched tailor-made jewellery in 1993. Customers could use their creative talents to mix and match stones and other charms, from a list of hundreds, in order to design their own pieces of jewellery.
2006 was a significant year for AGATHA Paris, with the departure of Michel Quiniou, who sold the business to the brand's Asian partner, the King Power group, which placed Laurent Nebot at the helm of the brand in July.
His idea was to stick with the brand's fundamentals to inspire new ambitions. In a phrase: a seamless transformation.
First, he devised a new boutique concept, moving upmarket into sober elegance and nineteenth-century opulence. Then he increased production—from two collections a year to an incredible six. The tremendous buzz generated by the Boutique de Charm’s grew as the Boutique designed more and more of its sweet, pretty charms.
Then, as now, AGATHA Paris remained true to itself and at the forefront of fashion.
A slice of Parisian style is shows itself off in the heart of Auckland’s fashion district. AGATHA Paris - the iconic French jewellery brand that fuses the fashionable with the affordable - opened its first Australasian boutique in Auckland Central’s Vulcan Lane. The first AGATHA Paris boutique in Australasia
AGATHA Paris appeals to everyone, whatever their age, its rule is "for everybody, without exception, from 7 to 77". In the pipeline is AGATHA Paris' 6 seasonal collections based on Paris runway, a launch of its AGATIME watches collection, MiNI Gold, and many other projects.
Agatha continues to bewitch, as its magic sweeps into every corner of the planet.
Right, now you know the history, visit the AGATHA Paris fashion jewellery boutique at the top of Vulcan Lane, Auckland Central now...