Chinese jewellery firm V Muse aims to rival international names like Van Cleef & Arpels
Company prepares to open its first store, in Shanghai, after eight years honing its aesthetic sense and making a splash at CIIE
Aiming to build itself into a luxury house on par with international big names such as Van Cleef & Arpels, V Muse is ready to offer its first products to customers after eight years of preparation, according to co-founder Alex Fan.
“With a store, we will not only have a house to trade jewellery, but also a place to share with visitors our philosophy of making jewellery and our aesthetic standards,” he said in an interview. “Our potential clients will give their feedback to us, enabling us to further assess their demands and fine-tune our designs.”
Fan said V Muse was in talks with landlords in Shanghai but had not yet decided where the store would be located.
Founded in 2017 by Fan – a digital producer, creative director and art gallery curator – along with jewellery designer Vivian Jia, V Muse has been working to build brand awareness and delving into art over the past several years.
The company curated a collection of antique treasures and collaborated with museums and trade show organisers to display it. Items in the collection include a gold and diamond pendant created by German court craftsmen in the 1600s and a part of a gold laurel crown worn by French emperor Napoleon I during his coronation in 1804.
Fan said collecting such antiques was a journey to learn and improve V Muse’s aesthetic standards.