“A diamond reveals its full beauty when it is given its freedom”

Francéclat is committed to promoting the creativity, craftsmanship and excellence of French timepiece, jewellery and tableware brands. These brands owe their success to the people who guide, shape and inspire them behind the scenes. To celebrate their valuable contribution, we are hosting a series of interviews that share insights from brand leaders.

Founded in 2011, La Brune & La Blonde is a French fine jewellery house that has profoundly redefined the way diamonds are worn. At the crossroads of technical innovation, aesthetic purity and French savoir-faire, the brand has established itself as a contemporary reference in jewellery, both in France and internationally. We meet its founder, Véronique Tournet.

Can you tell us about the origins of La Brune & La Blonde?

This is a question I am often asked, and it matters because it goes back to the very foundations of La Brune & La Blonde.
The inspiration, the very first spark, came from a simple gesture, one that is perfectly mastered and endlessly repeated: opening a diamantaire’s parcel. Who has not held their breath when opening such a parcel and discovering loose diamonds, visible from every angle, each facet playing with the light?
It was this moment of grace that led us to imagine a different way of setting diamonds, or rather, of showing them. Traditional settings, whether prong or bezel, prevent the profile and the pavilion from being seen, even though they are just as magical as the table. The solution emerged from an almost sacrilegious idea: piercing the diamond.
With us, the stone is no longer fixed in place. It shivers, vibrates and moves with the body. This sense of freedom, highly sensual and deeply contemporary, is what our clients are drawn to.

La Brune & La Blonde - Véronique Tournet

What founding inspiration guides your creations?

The word that best defines our creations is purity. In my ideal vision, our designs would contain no gold at all, only precious stones, and in particular diamonds, suspended as if by magic.

If you had to describe your brand in three key words, which would you choose?

Movement – Made in France – Joy.
(To be discovered in the video)

What is your background, and how has it shaped your vision?

I was born in Brive-la-Gaillarde and studied in Nice at Skema Business School. After graduating, I moved to the United States, where I represented French luxury brands, before returning to Paris to work for Namiki, a Japanese Maison renowned for its lacquered fountain pens made using a centuries-old tradition.
From six years spent in this refined world, I retained a taste for purity and for products crafted in the pursuit of absolute perfection. This led me to join the Institut Français de la Mode, and naturally towards jewellery, the quintessence of luxury.
It was on Place Vendôme, at Mauboussin and Boucheron, that I honed my skills before creating my own brand. La Brune & La Blonde is built around the concept of the pierced diamond, visible at 360°. An adventure that began over ten years ago, intense, creative, and only just beginning.

How is your team structured today?

We operate with a close-knit team of fewer than ten people, each an expert in their own field: production, sales administration, business development, marketing and communication. We also have our own workshop in the Drôme region, which allows us to maintain artisanal control and a close connection to the creative process.

What are your best-sellers?

Among our flagship pieces, the 360° necklace stands out as an essential. It reinvents the classic solitaire with a pierced diamond, available in yellow, white or rose gold, and in a range of diamond sizes from 0.07 ct to 0.70 ct, and beyond on request. It is our best-selling piece and an everyday timeless design.
The BB collection, composed of cord bracelets available in ten colours, is also very popular. These can be adorned with diamonds or coloured stones such as rubies, sapphires, amethysts or tsavorites.
Another best-seller is the Rainbow necklace from the Confetti collection, launched in 2018. This line, which includes necklaces, bracelets and earrings set with colourful stones, is appreciated for its refined elegance and joyful energy. The stones are pierced to preserve lightness and movement.
Our 360° mini hoop earrings have also been highly successful. Designed so that the diamonds align perfectly with the gaze, they are worn left and right, with the left earring identifiable by a small heart engraved in the gold.
Finally, our latest Lune & Soleil collection has received a very warm welcome since its launch last summer.

La Brune & La Blonde - bracelets cordon diamant

What trends are you currently seeing in jewellery, and how do you respond to them?

Jewellery is moving increasingly towards personalisation. People are looking for unique pieces that reflect their personality and life moments. We respond by listening very closely to our clients and adapting our creations to their wishes.
A Confetti necklace can be made using a client’s preferred colour palette; a Funambule ring can feature an exact number of diamonds to mark a birth or a symbolic milestone. We even created a 0.55 ct solitaire necklace to celebrate a client’s 55th birthday.

Where is the brand distributed today?

La Brune & La Blonde is widely distributed in France, with around 100 points of sale, and present in 60 boutiques internationally, from Paris to New York, via Beirut and Tokyo. Our retail network is primarily composed of high-end watchmakers and jewellers, complemented by department stores such as Galeries Lafayette and Printemps, as well as travel retail locations. Our collections are also available on our e-commerce site: www.labruneetlablonde.com

Which markets are strategic for you today and tomorrow?

France remains a key market, as does Europe — particularly Belgium, Switzerland and the Netherlands — as well as the Middle East, where our universe resonates strongly.

How are you approaching international expansion?

Our strategy is built around selective distribution, the work of our agents, presence at trade fairs and direct prospecting, always with a focus on long-term partnerships aligned with our positioning.
Each year, we take part in major international jewellery fairs, including Vicenzaoro in January and September, Inhorgenta in February, and we are present in Geneva during Watches & Wonders in April.

What role does CSR play in your approach?

Corporate social responsibility plays a central role at La Brune & La Blonde, particularly regarding diamond sourcing. All our diamonds comply with the Kimberley Process, ensuring they do not originate from conflict zones. They are natural, untreated, not artificially enhanced, not synthetic, and are sourced exclusively from RJC-certified diamantaires (Responsible Jewellery Council).

A final word?

Choosing La Brune & La Blonde means choosing French savoir-faire, innovation, ethical commitment, and a high level of responsiveness made possible by Made in France.