Since May 7, 2017 and the election of her husband as President of the Republic, Brigitte Macron has been one of the most scrutinized women in France. Her outfits are analyzed and the smallest piece she wears, deciphered by fashion magazines. A boon for brands, which then benefit from exceptional media coverage. Julie Borgeaud, founder of the jewelry brand Imaï, tells us how she managed to fit her creations into the dressing room of the first lady.
Do you know the Kate effect ? This (quasi) economic law requires that each piece worn by the princess of wales met with dazzling success and displayed sold out in a few (minutes) hours. If Brigitte Macron does not yet have the influence of the one who will most certainly one day Queen of England, the first French lady also has a small effect on each of her outings. Her signature outfits Balmain Or Louis Vuitton like his sneakers No Name are now as famous as her signature blonde bob. For a brand, penetrating its wardrobe is a luxury that cannot be refused. What managed to do Julie Borgeaudfounder of the Parisian jewelry label Imai. It was in 2008 that this former decoration and design journalist decided to embark on an entrepreneurial adventure. At home, she sticks Bohemian stones on laces. Jewels that immediately find their audience and are even sold on the site of La Redoute. Gradually, she learns to work metal, speaks to welders, develops her own moulds…”Today, Imaï is a high fantasy brand that cultivates a Parisian house spirit, a certain craftsmanship and a love of handmade to make jewelry with rock and vintage accents.“, develops Julie Borgeaud. What makes the company manager proud is that each year, one of Imaï’s collections receives the label “Made in Paris“, a certification that sits proudly in the X workshopth district where the brand is located.
Operation Brigitte Macron
Early 2017. The candidate Macron rises in the polls. “It was the surprise! With his campaign, there was a glimpse of a new impetus, a possibility of renewal, a positive energy that suggested that anything was possible. Because what Emmanuel defended was that if you had a dream, you had to fight for it, dare to achieve it. I liked this speech, I understood it and I identified with it.“, recalls Julie Bourgeaud. After the first round, she thinks of the Parisian conception of her creations, of the French elegance which is a cardinal value of her work and says to herself that the height of chic would be for Brigitte Macron to wear her jewelry. With the members of her team, she peels the photos of the future first lady in order to grasp her style of dress. Realizes that she mostly wears White gold and that she displays a slender figure, a valuable clue to determine her finger size. But who says artisanal manufacture says very limited series.
Julie Bourgeaud nevertheless manages to find a silver brass snake ring, as well as a golden ring and cuff. She slips the creations into a bag, then writes a note to Brigitte Macron, explaining that Imaï is a Parisian workshop and that it would be an immense source of pride for all the people who work there to wear the jewels. that they imagine on a daily basis. The entrepreneur then takes the path of Campaign HQ of the former Minister of Economy, Industry and Digital. “The second round was in three days, the Macrons were absent, but the place was full of journalists, I was shaking like a leaf“. Over there, she gives her presents to someone from the staff, who assures her that the future first lady will receive the jewels. And indeed, Julie Bourgeaud receives one day a note from Brigitte Macronthanking her for these gifts.
On Sunday May 14, 2017, the designer and her teams are on the lookout. Will Brigitte Macron wear one of their pieces during the transfer of power? At the Élysée, the red carpet is stretched out, the new president shakes hands with the former and the new first lady walks the red carpet dressed in Louis Vuitton from head to toe. “Jtold my whole family that I had sent her jewelry, which made them laugh a lot. She arrives on the porch and blows a kiss to the spectator-ice-s. At this moment, I can clearly see that she is wearing a little finger ringbut it seems thicker than ours“. Until the first photos started coming out and it was obvious: it was indeed Imai’s snake ring, worn on top of another silver model. “My heart was beating at full speed, it was a source of pride for the team, because it is exactly for this kind of moment that we move mountains“. A reward which is coupled with a financial aspect, since after an article published on the Internet, which mentions the origin of Brigitte Macron’s ring, commands are linked on the brand’s website. “First we sold 10 rings in 15 minutes, then 10 in 5 minutes, then so many that we had to make three molds in order to meet the demand“, says Julie Bourgeaud. The ring, at the time sold 110 eurosis still available for purchase, today a little over 30% more expensive, a figure explained in particular by the hin addition to the cost of raw materials. The other jewels offered to Brigitte Macron were also worn by the first lady, to rreceive the singer Bono at the Elysée and when visiting a women’s shelter.
Today, if Julie Bourgeaud always enjoys telling this anecdote, she has decided not to no longer involve his work in politics, to prevent his artisanal approach from being confused with activism. However, she is always happy to find her jewelry on the hands, necks and wrists of journalists, singers, actresses… And everyday women, of course, of course