Seventies Pocketmirror

During the 1970s and early 1980s, M. Gérard was renowned all over the world for its elegant collections of jewelry. Boasting a wealth of jet-set clientele from across Europe, Asia and the Middle East, the firm once enjoyed great success as the largest and most prominent French exporter of luxury adornment. 

M. Gérard was founded in 1968 by Louis Gérard, who was born in Paris in 1923 and came from a long line of jewelers and goldsmiths. He began his career in jewelry design while working in Paris for the prestigious jewelry house Van Cleef & Arpels. Driven by a desire to create his line of “the most beautiful jewels in the world,” Gérard left Van Cleef & Arpels after nearly 20 years and opened his first boutique at 8 Avenue Montaigne in Paris. 

Under the name M. Gérard, the house's founder designed exquisite suites of jewelry, including dangle earrings and clip-on earrings set with precious gems such as diamonds, rubies and emeralds; 18-karat gold interlocking link bracelets studded with sapphires and other jewels; dazzling link necklaces and other accessories.

In 1975, when minimalist jewelry was the order of the day — and a pioneering designer named Elsa Peretti was creating simple but sophisticated pieces for Tiffany & Co. — M. Gérard’s offerings were timely and modern. The firm introduced a line that targeted men, and its creative pieces occasionally saw an integration of slate or steel.

Much of M. Gérard’s designs were produced in the workshop of French jeweler Andre Vassort, whom Gérard met when he was working at Van Cleef & Arpels. Vassort — one of the 20th century’s most important manufacturers of French jewelry whose clients included the likes of Boucheron and Mauboussin — produced M. Gérard’s accessories for many years. 

M. Gérard boutiques opened across Europe, including locations in London, Gstaad, Monte Carlo and Lausanne. The brand was also known to throw lavish parties for wealthy clients and host extravagant fashion shows in high-end locales like Cannes and Monte Carlo. 

However, by 1985, M. Gérard’s fortunes began to fade. Due to massive over-expenditure, the firm struggled financially and Gérard was forced to sell to a group of American investors. Despite being repurchased and relaunched as Louis Gérard, Joaillier International, with a new boutique at 16 Avenue Montaigne, the company closed its doors in 1991.

Today, the name M. Gérard is still revered among collectors of 20th-century French fine jewelry. 

Shop vintage M. Gérard earrings, bracelets and necklaces on 1stDibs.