Building on pre-pandemic US consumer spending trends, Americans of all ages are spending dollars supporting brands that share the same ethical values. This is especially true for younger generations.In 2021, 85% of Generation Z say a brand’s social impact is a critical factor when making a purchase decision. McKinsey research shows that while millennials continue to double down on e-commerce since the pandemic, older shoppers still prefer brick-and-mortar stores. The same study found a 19% increase in online jewelry purchases across all demographics. Now, with the US economy currently going through inflation, the American consumer is looking for more quality products and services at affordable prices. Finally, as the American public continues the necessary conversation about creating a more just social environment for people of different genders, races, and religions in all aspects of American life, there is ample opportunity for American consumers to find new brands that embody this mission. APM Monaco has already expanded its fashion jewelry brand from Asian and European markets to the US market because of its emphasis on unisex jewelry for all occasions. Appealing to different demographics and psychographs, the brand has been able to build consumer loyalty due to its diverse product specifications, as well as assembling authentic cultural moments on social media and beyond. APM Monaco entered the retail market in North America 5 years ago (2017). Due to its strong international presence, APM Monaco immediately resonated with North American consumers who were familiar with the brand. Now, APM is connecting with a broad consumer base in the region, with a 40-50% repeat customer rate in the US and Canada. APM Monaco’s presence is rapidly growing in the Western Hemisphere, opening brick-and-mortar stores in major US and Canadian cities.
APM Monaco’s signature emphasis on fine fashion jewelry has been disrupting the traditional use of jewelry since its inception. As a leader in fashion jewelry, APM Monaco is known for creating designer quality jewelry at affordable prices with an unmatched variety of designs. Each month throughout the retail brand’s 10-year life, APM Monaco has released a new 40- to 50-piece collection with themes perfect for the beach, dinner, red carpet and more. In addition to democratizing access to creative and elegant jewelry designed not only for formal events, but for all aspects of everyday life, APM Monaco is a pioneer in the jewelry manufacturing industry. APM Monaco was founded in the 1980s to provide manufacturing resources for traditional luxury jewelry brands in France and Europe. Now, APM leverages its manufacturing capabilities and resources to produce high-quality jewelry for its retail brand. Instead of using gold, diamonds and other precious stones, APM Monaco uses industry-leading manufacturing infrastructure with additional access to stones such as silver and zirconia. With a vertically integrated manufacturing process and sustainable materials, APM Monaco is able to produce innovative and stylish designer-quality jewelry that won’t break the bank, in an unrivaled range.
These APM Monaco brand labels are resonating with a diverse segment of American consumers for a variety of reasons. As Gen Z and Millennials increase their disposable income and want to invest more money in the economy, they are supporting brands that represent their values. With their commitment to new and innovative jewelry lines, APM Monaco has become an unknown pioneer and advocate of jewelry androgyny. With more and more styles accessible at an affordable price point, more and more men are finding APM Monaco pieces that speak volumes about their fashion sense. With a clearer understanding of gender norms and identity in the United States, APM Monaco Unisex Jewelry is opening up the jewelry market to new buyers. Inside the stores, men are letting their guard down and playing with the various pieces that APM has to offer, from pearls to earrings to the brand’s 40th anniversary Yomi Bears. Addressing the ever-increasing male customer base of jewelry as an unauthorized fashion accessory, APM Monaco is determined to breathe more life into this season of unisex jewelry. This trend is empowering APM Monaco designers to be bolder with their designs.
In addition to Gen Z and Millennial buyers flocking to APM Monaco for its commitment to the sustainable nature of jewelry, unisex options and the creative process, APM Monaco is resonating with buyers at every stage of their consumer journey. Older buyers who own designer jewelry and younger more discerning buyers will both be connected to any of APM’s stylish options, right price point, as well as brick and mortar stores. While APM has a rich e-commerce component to its business, APM’s brick-and-mortar stores further facilitate the brand’s ability to connect with diverse buyer segments. This is especially true as APM Monaco grows its brand in the United States. It’s resonating with APM stores as more traditional and conservative shoppers pay attention to detail known for jewelry in their retail space. With no price point hesitancy, traditional buyers can feel confident in APM Monaco’s commitment to quality and selection of low-end options, while more adventurous and playful buyers can try the brand’s industry-leading pedigree. APM Monaco currently operates stores in major cities in the New York, California and Florida markets. The brand plans to further expand its retail footprint in the US to include Texas as a key market. Beyond the brand’s ability to connect with American consumers through its quality, innovation, brand values and physical stores, APM Monaco has a unique ability to drive meaningful cultural moments through fashion jewelry. The APM Monaco team is well aware that forced and inaccurate social media moments can damage a brand’s image. Up to this point, APM Monaco brilliantly walks the line between collaborations with jewelry-focused influencers – accepting collective signals from trusted voices in the space, and collaborating with other influencers – to show how fashion jewelry connects to other interests and the lives of the average person. As for jewelry, in general, the choice of unisex fashion is increasing, many influencers outside the world of jewelry are excited about fashion jewelry. Influencers in skateboarding, dance, mental health, music, comedy, beauty and more are incorporating elements into their content and everyday life. For example, APM Monaco jewelry has been featured in a variety of makeup tutorials, with celebrity influencer Nicki Turismo sporting a full earful of APM Monaco earrings while teaching her audience how to apply the latest makeup trends. Chief Creative Officer Kika Prete is deeply immersed in the power of social media and its cultural nuances and is therefore committed to facilitating the right partnerships for major social media campaigns with influencers and popular events.
Recently, APM Monaco teamed up with French Youtuber and influencer Lena Mahfouf (by Lena Conditions) for the popular “Lena Around the World” project over the weekend in Mykonos. Like many vacationing in the beautiful Mediterranean summer, Lina traveled to Mykonos with a friend, visited the APM Monaco store, had an aperitif at a local jeweller, took a boat trip to Delos and stayed in a beautiful villa. With Lina modeling the pieces with her boyfriend, the trip was a great demonstration of how APM Monaco opens up the conversation about gendered androgyny and unisex pieces in jewelry. APM Monaco has worked with Lena several times, most recently with influencer and Thylane Blondeau at the APM Monaco Grand Prix.
Outside of Europe, APM Monaco connects with American consumers at the country’s most popular music festival, Coca-Cola. Just as Coachella has fostered a culture of bold fashion choices and playful accessories, the festival is the perfect place for fashion jewelry creators to make a name for themselves in America. Last year’s APM Monaco Festival and Meteorite sets were in full view of the festival audience. From colorful statement pieces to stackable pieces to classic designs, APM Monaco has jewelry for every festival style.
Interestingly, APM Monaco has emerged as a favorite of many fashion and film and television designers as well. Recently, the APM Monaco jewel appeared in person and prominently in the second season of Netflix’s Emily in Paris. As the jewelry is seen in several pieces worn by the main characters, the relevance and awareness of the APM Monaco brand has increased. Adding further to the moment, many of the Emily cast members in Paris continued to wear the jewelry as part of press junkets promoting the season. Since the show is such an internet favorite, many viral clips from the second season and press tour include the APM Monaco jewels.
Of course, APM Monaco has big plans for all major fashion weeks from New York to Paris to Milan to London. With the brand’s overall mission to increase its customer base in the United States, we expect any APM Monaco event to be a ‘must see’ during New York Fashion Week. Although no official plans have been confirmed yet, APM Monaco will continue its fashion week tradition of celebrating the stylists who make the week great. The APM Monaco team understands the importance of stylists to the industry and plans to show this appreciation with a grand dinner event. Having developed a deep relationship with the brand, we expect to see top industry figures wearing APM Monaco jewelry on many celebrities in the near future. To learn more about the brand’s industry-leading assortment and US stores, please visit the APM Monaco website.