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April 26, 2022 3 min read

Paris-based jewelry retailer  Mad Lords is known for curating the best of French and global luxury jewelry brands and housing them in a chic, design-forward space. Their first boutique, in the heart of Paris on Rue Saint-Honoré, is the epitome of cool. Now they are bringing their same effortless French style to the French Riviera with a St. Tropez boutique.


The St. Tropez boutique. JB GAUTIER - SLURP


 Founders and husband-and-wife duo, Caroline and Serge Muller, are passionate about opening up boutiques in locations that mean the most to them. In addition to their spaces in Paris and St. Tropez, where Caroline was raised, they have one in Deauville, where Serge grew up. The couple is known for their hippie-chic bohemian meets rock ‘n roll style, and they infuse this vibe into their personal style, jewelry selection for Mad Lords and the design of their boutiques. However, each boutique has a different theme. The Paris store is designed like a classic New York City loft; the Deauville boutique’s theme is centered around traveling; and the St. Tropez space is an homage to music.


Mad Lords founders Caroline and Serge Muller JB GAUTIER - SLURP


“St. Tropez was always a dream,” Serge Muller tells Forbes. “Strategically, this is a place where our hippie-chic jewelry universe is a perfect fit. All the St. Tropez visitors correspond exactly to the type of people that can become addicted to our universe. It’s a small charming local village as well as the most international seaside luxury location.”


The fine jewelry sold at Mad Lords in St. Tropez. JB GAULTIER - SLURP


Muller says that music is an important part of our culture, and he wanted to showcase that through a unique decor of vintage music pieces, like guitars and banjos, as well as old motorcycles typical of St. Tropez in the 1970s that brings another element of rock ‘n roll to the boutique. They always make sure to shop at flea markets and stores on their global travels to collect one-of-a-kind pieces to use as decor in their stores. For all of their boutiques, they work with their in-house design company, Villanova, to bring each space to life. Cool lighting fixtures, rugs and mirrors also adorn the space.


Mad Lords features decor pieces from the couple's global travels. JB GAUTIER - SLURP 


“My family has always been involved in the arts,” Muller says. “My father was a photographer who had infinite passion and knowledge about jazz, classical music and opera. With our roots deep in art and music, I wanted to express my passion in our new store. Little by little, we started to gather musical instruments that we found around the world, like guitars from antique stores in Japan, London and Los Angeles.”

Mad Lords features fine jewelry from renowned brands that fit its unique aesthetic, including Jacquie Aiche, Shamballa Jewels, Sevan Biçakçi, Maria Tash, Anita Ko, Kismet by Milka and more. However, the St. Tropez store will feature pieces and designers that customers will only be able to find in St. Tropez. This location will also offer piercing services and even host tattoo artists for tattoo appointments for incredible custom tattoos. The couple also started its own label, Mad Precious & Ethical, which is a selection of jewelry that uses 100% ethically sourced and Fairmined materials.

The store at 8 Rue Gambetta in St. Tropez officially opened on April 23.


Written by Emma Reynolds

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