Le Bon Marché has launched private-label bridal jewelry as part of the new fine jewelry department, which bowed at the Left Bank department store in the Fall, completing the revamp of its ground-floor accessories department.

Located opposite the store’s year-old watch department in a space previously dedicated to temporary exhibits, the jewelry area features three shops-in-shop — Chaumet, Fred and Pomellato — in addition to 24 brands, with a focus on cutting-edge designers with little or no existing distribution in the French capital.

“We wanted to work on different entry points for jewelry,” said Marie Lassagne, watch, fine and fashion jewelry buyer at Le Bon Marché. “The idea was to present the most avant-garde brands in terms of new ways of wearing jewelry: asymmetric earrings, phalanx rings and items like that.”

Le Bon Marché is the only retailer in Europe to carry Japanese pearl specialist Tasaki said. It offers not only designs from the brand’s creative director Thakoon Panichgul, but also its M/G Tasaki collaboration with Melanie Georgacopoulos, which features sliced pearls and experimental pieces such as deconstructed bibs.

Other brands include Selim Mouzannar, Delfina Delettrez, Yannis Sergakis, Dauphin, Elena Votsi, Fernando Jorge and Noor Fares.

The department is divided into three alcoves with a color-coded decor by artist Mathias Kiss — blue for gemstones, pastel yellow for avant-garde designers and powder pink for the bridal section. The display cases, framed by a geometric frieze in caplain gold leaf, contain delicate white paper bird sculptures by Mathilde Nivet.

The bridal department features classic engagement rings and wedding bands, and a pair that can be worn together, made exclusively for the store by AS29 designer Audrey Savransky. Le Bon Marché plans to tap other rising designers for additional collaborations. Elsewhere, there is a special focus on designers who work with raw stones, such as Irene Neuwirth and Céline d’Aoust, both of whom are exclusive to Le Bon Marché.