Understanding the process, the artist and the inspiration
B
by Dena Smolek
oasting nearly 25 years of experience, Michael Beaudry is a well-respected fixture in the fine jewelry industry. With each passing year he continues to build his highly coveted brand with an enviable collection of exquisitely crafted jewels. Beaudry made his fearless entry into the market at the tender age of 21, with a small assortment of jewelry that exhibited what would become his signature aesthetic.“I brought the new vintage look to the market. From the start, that was my dream,�he recalls.
94
95
Michael Beaudry
“There wasn’t an emphasis on hand-fabrication at that time. I wasn’t even sure if it was commercially viable when I started. I just thought, these are beautiful and if they don’t sell I’ll
B
give them to my wife. But they did sell, and it started a cult following,” says Beaudry.
Beaudry’s studio is truly a diamond in the rough gritty environs of downtown Los Angeles. Once inside, Beaudry’s world of beauty slowly reveals itself. A feeling of pride and passion for Beaudry’s artistic vision is evident throughout the entire building, from the shipping department to the sales office and state-of-the-art production facility. “Everyone on staff must love jewelry,”Michael declares.“If they don’t, it will show.” A tour of Michael Beaudry’s headquarters exposes the time, effort and quality required for each piece of jewelry to become works of art. With 1500 pieces of jewelry created annually, each one is unique—like a fingerprint. Beautiful hand-etched and hand-engraved details make these gems rare beauties of heirloom quality. Likening his jewelry line to Patek Philippe in the watch world, Michael explains that the consumer is methodical about Beaudry jewelry. Sometimes it takes a couple of years for people to make their first purchase but then they become collectors. “We have an obligation to the customer to turn them into collectors and explain the difference between something that is common and available versus something that is rare and in demand,” Beaudry explains. That rarity and intense demand is due in large part to Michael’s expertise as a diamond cutter and his unwavering determination to use only the highest quality stones. Frustrated with seeing beautifully cut stones in mountings that were “simply mechanical,”Beaudry built a team of craftsmen to bring to life his vision of what a stone should like when it was set. A trade-secret formula 24-point standard of perfection is the basis for
96
Beaudry’s incredible offerings. Only five or six stones out of 1000 pass all 24 points. Explaining this process so that collectors can be educated at the point of sale is a priority, which is why Beaudry has created an outline of the 24 points for his dealers. “I’ve had people say,‘It’s amazing what you can do with a stone.You can make a stone look better than it is.’And I disagree,”he declares.
“Our customers appreciate that our stones are just that much finer, that we’re starting with something superior,” he continues. “The idea is, if you understand cutting, that you’re not detracting from the natural beauty of the stone when it goes into the mounting.” >>> 97
Michael Beaudry
W
With this in mind, Beaudry designs his jewelry around the stones. Every piece is custom made to compliment the unique characteristics of the gemstones. Platinum is forged and fabricated with 18-karat gold accents in hundreds of small pieces that are welded together. It’s a highly complicated process combining Old World craftsmanship and modern technology.“There is a methodology to how we cut and select stones,”he reveals.“I believe that it’s the highest standard in the industry, defining the very top of the pyramid of what’s available in gem quality. That alone has been a real interesting project for us. And the more we educate our dealer network and consumers, the more they appreciate the existing pieces they’ve collected and it adds value to future sales.” Michael recalls a“Dinner with the Designer”event that was held in Andover, Mass., where he gave an explanation of the 24-point process.“This woman said, ‘you mean, I have one of those diamonds?! I am so happy!’She already owned it and she didn’t even realize what she had,” Michael says.“Once she knew, it added that much more value. It’s truly collectible. And that’s inspiring.”
“We have 1500 different designs that are one of one,”Beaudry explains.
“You have to understand the process and sell the process and not the specific item. Beaudry has different selling points because of its uniqueness.” Another great sales feature of Beaudry’s collection is the ability to mix and match pieces from previous years with new pieces. His overall aesthetic of vintage elegance with modern lines evolves but retains a signature look. That blend of old and new is evident in the entire collection.“I like to always incorporate a sense of history into our pieces, but also a sense of optimism and future wearability,” he reflects.“I admire the past, but I’m always looking forward.”
T
Though Beaudry no longer cuts his own stones, he is constantly designing and chooses or approves every single diamond and gem that makes it into the collection. “I love the acquisition of the stones,” he exclaims.“I meet with cutters overseas so I can tailor cuts and create cuts for the collection. Because of that, I also attract new cuts that are brought to market, first.” The evolution of Beaudry’s line is well planned and executed. For that reason he maintains an edited, concise collection.“As the brand has become more known and less for the niche high-end collector, we’ve looked at expanding our categories of jewelry. We’ve learned from all of our one-of-a-kind prototypes trends that we know to be successful, so we’ve made deeper investments into staples,” he explains. “We started as the ‘Oh my God!’ ring company, and then evolved into jewelry and fashion, and then into Beautique, our entry-level bridal collection, which is our BMW 3-series. We won’t go below that. So we really keep the standard high.” Currently, there are no plans to launch new collections but Beaudry is focused on growth within the existing collections (Couture, Signature, Beautique and Men’s). A crown series with lacey details, a vivid pink diamond triple-row bracelet, and the Red Carpet series were among the offerings that debuted at Basel. Of the Red Carpet series Beaudry says, “It was an interesting endeavor to tailor a classic, fine jewelry house into fashionable, red-carpet worthy jewelry,”he says.
“It was one of the first truly collaborative design projects that I’ve done. I brought in our
B
marketing team and design team and we took elements of our collection and twisted them.” Beaudry also hinted at some other exciting projects on the horizon, yet to be revealed. Surely, they will be spectacular. Reflecting on one of the challenges in the business, Michael says, “It’s very difficult for anyone who brings a new idea to market. If there is any inkling that it’s going to be successful there are people with very little imagination that build their businesses on copying trends. My goal is to continue to create interesting, new designs. And we have the benefit of a following that respects our execution.” �
98
99