Chaumet renews its Bee collection with a new name, unisex designs, and an ambitious strategy that redefines its iconic contemporary jewellery.
The Maison has relaunched its successful bee-inspired collection under the name “Bee de Chaumet”, shedding its bridal connotations to position itself as a unisex and versatile jewellery line. Since its debut in 2011 as “Bee My Love”, the collection has been a bestseller, attracting customers seeking contemporary pieces for everyday wear.
The revamp introduces new designs that balance graphic and figurative elements, such as an open ring featuring a bee resting on the finger and a gemstone bracelet. Additionally, the brand aims to expand into the premium segment, with prices ranging from €1,400 to €93,000.
According to Charles Leung, CEO of Chaumet, the beehive symbolises community and unity—essential values in modern jewellery. Olga Corsini, the collection’s original designer and creative director, is leading this new phase.
The relaunch comes at a time of record growth for the Maison, which has increased its global visibility by designing the medals for the Paris 2024 Olympic Games. With a strategy focused on diversity and modernity, Chaumet reaffirms its 245-year legacy with an innovative and timeless vision.
-380x380.webp)
