The day that Alizée Guinochet decided to launch her own brand of jewelry, she did not yield to any chance. All her history meant her to go this way. As a child already, she knew the backstage of place Vendôme where her grandfather was a recognized jeweler, specializing in gemstones. Her mother, with a more iconoclastic taste, chose the voice of the costume jewelry. She was creative director for a London brand, sold at Harrod, Top Shop and Selfridges. An inspiring figure endowed with a keen sense for novelty. Strong of this rich heritage, Alizée has found its own style. Her personal adventure begins in New York where she is trained to learn about the latest manufacturing techniques. She first creates a few models reserved for her loved ones. She draws exclusively what she would like to wear, herself. Be gold, fine, minimalist jewelry that can accumulate, overlap with pleasure. Jewels with which we live, from evening to morning, without ever taking them off, even during a bath. In the United States, they have an immediate success because they have, in the eyes of all, a terribly Parisian charm. Naturally, and then settled in France, where the creator now lives. In 2016, she launched her first official collection, remaining true to her identity: simplicity and distinction.