Born in 1974 in Paris into an artistic family (father working in the world of photography and mother painter), Samuel Gassmann undertook studies of art history at the Sorbonne. For a time as exhibition curator, he also developed cultural reports in short format for the magazine Metropolis (Arte).
In 2007, he began researching the origin of the “smallest element” in men’s locker room, the men’s shirt button, in order to propose this subject to Arte. When he visited the last French mother-of-pearl production plant, he had the idea of reinvesting the cufflink. Already keen on fashion, textile and stylistic proposals, he created his eponymous brand in September 2009, around this small mother-of-pearl object, carrying discreet luxury.
The brand of discreet luxury
This is how he sees each creation he signs. The cufflinks display a pearl without ostentation, or any other coveted surface for its creativity, and reserve silver or bronze for the invisible links, hidden by the shirt. The same goes for his other projects: that he designs a tie, she hides under the seam the richness and profusion of his silk (9 ply). Its bow ties are adorned with a silver clasp that stays hidden from view, under the collar. And if his rings are rich in diamonds, they nestle in the hollow of the ring, only visible once split. It is the idea of a discreet luxury, willingly secret, which belongs only to the one who enjoys it. Far from the logo and the demonstration.