PARIS ­— Byredo is launching high-quality jewelry as a everlasting product category, starting with 18-karat gold and sterling-silver pieces due out at the top of November.

The gathering known as Virasaat, the Hindi word for “inheritance,” nodding to the Indian heritage of Byredo founder Ben Gorham.

The brand has a singular relationship to timing introductions.

“What’s been very nice — and this has all the time been the case with Byredo — is we’ve set our own kind of cadence,” said Gorham. “When you will have a big a part of your corporation through direct channels, and have spent a few years engaging with plenty of communities, which we have now, you’ll be able to launch things when and the way you would like.

“Our process is sort of long, because not only will we design products, we truly engineer them,” he continued. “That approach, that concept of obsessiveness around perfection, takes time. So simply, we’re done with the primary iteration of the jewellery and we thought it’d be a great time to let people see it.”

Byredo had officially dabbled in high-quality jewelry once before. In 2020, it launched a line in collaboration with Charlotte Chesnais. Gorham said the corporate learns loads through such partnerships.

“All of the collaborations we have now engaged in, the thesis has all the time been that it must be a win-win,” he said. “Each parties need to come back away from that with an experience of learning something latest or a latest approach to things.

“Charlotte, who we worked with, at first was instrumental in opening my mind to what will be done with metals and precious materials,” continued Gorham, adding this latest jewelry launch is more personal. “It relates very much to my background, my relationship with that category and people kinds of products.”

Byredo is somewhat autobiographical.

“I’ve all the time, for a few years, just obsessed about memory,” said Gorham. “It’s still a vital component in how I create. After I considered jewelry, it was more desirous about my relationship to it, and my memories and my cultural connection to those pieces. That was very much my mother, initially, and my grandmother, and [their being culturally] from India, [where] jewelry really is something that you just pass down through generations.”

One other component added to the combo of inspirations was Gorham’s Western upbringing, within the U.S. and Canada.

“Within the ’90s, my big cultural influence was hip-hop, and hip-hop still today has this incredible fascination about jewelry,” said Gorham. “I attempted to make something that echoed the sentiment of culture and tradition, and at the identical time pushed it into being something that was highly expressive, type of unapologetic, and that for me represented hip-hop culture.”

Trial and error went into the engineering process for the gathering.

“It took some time, but at the identical time, I’m very blissful with the end result,” said Gorham. “Even seeing how just inside my family, how the ladies in my family primarily, intuitively interact with the jewellery may be very interesting. It makes me very blissful that folks can have an instantaneous emotional connection to a chunk of bijou.”

There are necklaces, bracelets, rings and earring made in Italy for this line of pieces which have a leitmotif of rounded pearl shapes interlocked with graphic bars.

“I used to be very all in favour of creating a sequence, just type of fascinated by how I could start in this concept of repetition after which possibly remove components to see in the event that they stood by themselves,” said Gorham. “You can almost say that I began within the mistaken end, however it was very much about designing a sequence as the start line.”

The exclusive prelaunch of Virasaat will happen on Nov. 30 in Byredo’s Paris boutique on Rue Saint-Honoré. That will probably be followed by the brand’s flagships starting Jan. 25.

Prices range from $350 for a silver ring to $27,000 for a gold necklace.

“Byredo’s intent is to create products that may really stand the test of time,” said Gorham. “The whole lot may be very much about constructing upon something and slight tweaks, but ultimately attempting to define something truly timeless. That’s probably easier with jewelry than it was with fragrance or makeup, that are way more fluid in today’s society.

“The way in which that folks buy jewelry and gift jewelry — possibly sometimes due to price points — there really is this concept that you’ll have it for a really very long time,” said Gorham. “I considered that when designing the gathering.”

Working with gems is probably going on the horizon.

“I’m learning it’s an art in itself — and the following chapter that I would like to know,” said Gorham.

His plan, in launching Byredo 19 years ago, was never to have it just be about perfume. Gorham all the time imagined there could be more categories, to assist disrupt people’s perceptions about what a brand might be.

Byredo expanded into leather goods and eyewear. Its color cosmetics were released in October 2020, and so they cracked the normal codes of makeup. The road includes unconventional hues evocative of emotions, clean formulas, plus iconoclastic packaging, product selection and imagery.

In May 2022 Spanish beauty and fashion company Puig acquired a majority stake in Byredo.

Gorham said for the reason that brand’s inception, “the curiosity and cultural exploration continues, and I find that incredible.”

“I find it incredible that our teams — and everybody — is so committed to this concept of evolution, at the same time as a brand, even with the success we’ve seen,” he continued. “I’m very blissful that that culture lives throughout the company still, and that we acknowledge that we have now to maintain evolving to be relevant.”