Meet Amélie Huynh, the visionary founder and designer behind STATEMENT Paris. With a deep passion for jewelry that began in childhood and years of experience at a leading jewelry Maison on Place Vendôme, Amélie brings a unique blend of artistry and craftsmanship to her creations. Join us as we explore her inspirations, her journey, and the essence of what makes Paris-based STATEMENT jewelry truly distinctive.
What inspired you to start the brand Statement Paris, and what significance does the name hold?
I’ve always been passionate about jewelry, not only as a form of ornament but as a symbol of… let’s say, many things in life. They say: so many (wo)men so many minds. It’s the same with jewelry I guess, we all have our own meanings for pieces we wear.
I spent 8 years of my career at a prestigious Place Vendôme House. I learned so much about materials, stones, craftsmanship. It was a priceless education that allowed me to start my own adventure with solid bases. Well, some of them for sure. The name Statement came to me quite naturally. In the beginning, I imagined my jewels as statements that represent their owner, they were protective shields that were always there to make you feel empowered, strong, confident. With time my own perception of the name changed. The jewelry is not a statement. We are. We go through life, checking the milestones, we learn, we fight, we achieve. On a large scale or a very small one. We make it happen for ourselves. We have the right to celebrate ourselves. That’s a statement. And if you decide to celebrate treating yourself to a piece of jewelry… let it be a Statement!
Can you walk us through the craftsmanship process at Statement Paris and how you ensure quality?
I start by a quick sketch, it’s always very precise in my mind. The sketch is transformed into a technical drawing and later 3D models leap into the physical world through the lost-wax process in the hands of our artisans. In the workshops, a mold is created and brushed with melted wax to replicate the desired thickness of the piece. The wax shell (“the wax tree”) is then filled with a heat-resistant mixture to create a template into which molten silver can then be poured. Once cooled down, the shell is removed, revealing the metal structure within. The piece is ready to continue its journey through the excellence of craftsmanship: diamond setting, grinding, polishing and rhodium plating. The last step is the jewel’s engraving. To conclude, the creation of a STATEMENT jewelry piece requires the intervention of different trades and the expertise of many craftsmen (model maker, setter, polisher but also gemmologist, lapidary, etc.) For example, the creation of a My Way ring in its entirety requires about 60 hours of work! The quality is ensured by the fact that all of our pieces are hand-made, there are no unnoticed accidents. Plus, we don’t produce on a massive scale, the volume is quite small and it allows us to make sure each piece is impeccable. Each piece goes through a thorough double quality control at the workshop and upon its arrival to our office.
Your brand philosophy emphasizes “the elegance of purposeful design” and creating narrative jewelry. Can you elaborate on how this philosophy drives your creative process and inspires your collections?
As I have mentioned previously, a piece of jewelry is more than a shiny ornament on your body. Take a wedding band: it’s a universal symbol of a union of two human beings. I love the idea of stacking the reminders our achievements. Of course, it’s not always and not necessarily jewelry. But sometimes it is: an engagement ring (well, definitely it can be only a ring!), a bracelet for a graduation, a necklace because you’ve just had a baby, there can be a piece of jewelry to celebrate a friendship or even an end of a relationship, that can happen too. Reminders of the important stages of our life, of our achievements and of what we’re capable of: this is how I imagine the Statement collections.
You mention drawing inspiration from Art Deco and Brutalist architecture. How do these influences manifest in your designs, and what aspects of these movements resonate most with Statement Paris?
Art Deco is a very rich art movement, it embodies various currents with different aesthetics. I find inspiration in a more “minimalist” side of Art Deco, not the curvy and flowery one. I like clean lines and angles and symmetry. Same with the Brutalist architecture: the aesthetics is very clear, it’s strong, not ornamental, it’s all about the shapes and the volumes. If you look at Statement as a whole, you can clearly understand these sources of inspiration. At the same time, it is essential to soften the geometry and the sharp angles with curves and non-obvious softness, comfort is everything as I conceive everyday jewelry.
Your brand celebrates individuals who “write their own stories” and aims to embody their strength and achievements. How do you ensure that each piece of jewelry reflects and honors the wearer’s personal narrative?
I personally can’t “ensure” that. But I know for a fact that you always find the one piece that will honor that specific stage in your life. When you put it on you know. It is about a personal narrative after all. I firmly believe that Statement pieces “choose” their person too. It’s a symbiotic relationship in a way. When I say ‘write your own stories’ I also mean, make your mark, celebrate your accomplishments and stack them. In the end when one looks at your jewels stacking, they are looking at your lifeline.
Can you share a memorable instance where one of your pieces became a symbol of celebration or inspiration for a customer?
Oh we have many stories like that! There is this one client, she finally got an important promotion she had been expecting for years. When she found out, first thing she did she called our store to make sure we had a specific ring in her size. She decided it would be her promotion ring, something to remind her that she accomplished something important, and it was hers and hers alone.
We have this other client, after every fashion week the brand she works for holds a re-see showroom not far from our flagship boutique. She comes every fashion week, it’s her little tradition, to treat herself with a piece of jewelry. She usually buys small pieces in full silver, without the diamonds, but last time she bought a diamond incrusted My Way ring. It was time she said.
The My Way ring, for example, requires meticulous craftsmanship and takes between 60 and 70 hours to produce. What makes this piece iconic for Statement Paris, and how does it embody the brand’s essence?
Statement started with that ring. Even before the official debut of the brand, this ring was worn by a dear friend of mine, the make-up artist and beauty influencer Violette. She was doing her make-up tutorials on social media and the ring got plenty of attention from her community. We started getting calls and inquiries and we weren’t even officially launched! I designed this ring as a symbol of protection, as a precious shield that pushes away all the negative energy aimed at you. It’s also a symbol of one’s uniqueness, one’s originality, the audacity of doing things their own way. This ring was designed to be worn on the index; this finger shows the way…. There’s a reason it’s called My Way. It’s still our best-selling item.
What can we expect to see from Statement in the future? Are there any upcoming collections or initiatives that you’re particularly excited about?
As every brand, jewelry or else, we’re in perpetual movement. We have our staples that will always be part of the collection but of course our clients are expecting novelties, and we have to oblige. We started with a very strong statement (no pun intended): silver set with natural diamonds. It’s a metal that I feel a strong connection to, it also allowed us to come up with a product that has a very high-end jewelry feel but at more affordable prices. Today I’m proud to say that without renouncing to this very important category of product, we’re expanding adding more materials as 18K white, pink and yellow gold. We’re also experimenting with pearls. Jewelry is a rich world, there are many materials at our disposal and we’re eager to take new directions.
How do you see Statement contributing to the cultural landscape of the jewelry industry, both in Paris and globally?
Coming back to our original concept, pieces made of sterling silver set with natural diamonds, I think we really made a difference. There are very few brands who dare adventuring into this territory because it’s tricky on so many levels. In France, we were pretty much the only ones. I do consider this as a contribution to the classic jewelry landscape because we offer something different to our customers. I also think that sometimes shopping for a jewelry piece must be intimidating. Going into a traditional jewelry boutique if you’re just browsing, is not always a relaxing experience. Just going through the security doors is challenging. I guess what we offer to our clients in our Paris boutique is a very different experience. Everyone is welcome. Come in, discover, learn, enjoy. You will always be greeted with a smile and a beverage of your choice! It might seem like a little thing, but it’s not. We want you to feel welcome, no strings attached. When it comes to a more global approach, we want to be the living proof that jewelry is indeed for everyone, it can be independent, risks can be taken and owned. We’re making a statement; you can buy one!
If you could have anyone wear your pieces today, who would it be and why?
Can a girl dream? I would love to see my pieces on Rihanna. Yes, I know, not the most original wish, but this woman is a statement of her own. Self-made, self-confident, she goes for it. Does it mean she hasn’t had failures? Absolutely not, but she just moves on and we’re all waiting for her next move or her next look.
What is your personal and professional mantra?
Make your mark, make your Statement!
STATEMENT Paris is more than just a jewelry brand; it’s a celebration of personal milestones and achievements. Amélie’s dedication to creating pieces that embody strength, individuality, and elegance shines through in every collection. Her meticulous craftsmanship and innovative designs ensure that each piece is a testament to the wearer’s journey. To explore her world of design, visit en.statement.paris.
