Mouawad Group, 125 Years of Jewelry Heritage from Lebanon

Interview with Fred Mouawad, Pascal Mouawad and Alain Mouawad of Mouawad Group

Given the current situation in the country and the surrounding region, how would you evaluate the doing business in Lebanon in 2015?

Lebanon has always been a certain anomaly and usually defies or overcomes whatever set of challenges with which it is faced at any time. It is the place where life and business go on, regardless or in spite of any situation.

Is the current status quo impacting Mouawad? In what sense?

Not at all. Our plans and strategy are in place and are continuing as expected.

Give us your personal insight into Lebanon’s jewelry heritage.

Lebanon has a very strong heritage of jewelry. In Mouawad’s case we have 125 years of heritage, with our story beginning in Beirut, Lebanon. Over the last century and a quarter Mouawad developed and expanded to become a global group but we always retain a deep respect for our roots in Lebanon. Our passion for craftsmanship, artistry and excellence are part of the Mouawad DNA, and you could say that Lebanon has certainly played some role in this too.

Mouawad family has been in the jewelry business for more than 120 years. How is Mouawad brand shaping the 2015 trends in jewelry design?

Mouawad’s signature style is to bring a contemporary twist to the classic, and to craft jewelry that can be treasured forever. We don’t look to follow or to shape trends per se, but rather to create enchantment built on artistic excellence, superb craftsmanship, and upon the trust and relationships between Mouawad and its clients.

Among others, Mouawad is known to design lingerie for Victoria’s Secret.

Have you taken part in similar initiatives in 2015?

Yes, we are happy to announce that once again we have collaborated with Victoria’s Secret and the results will be revealed soon. Mouawad has a special relationship with Victoria’s Secret that dates back 15 years and revolves around the designing of the gem-studded Fantasy Bra, which is the highlight of every Victoria’s Secret show. Mouawad has partnered with Victoria’s Secret on its Fantasy Bras more than any other jeweler, and our collaboration includes the Guinness World Record for the most luxurious and expensive piece of lingerie ever made – the $12.5 million Heavenly Star Fantasy Bra.

Your presence is well-spread throughout the Middle East along with some boutiques in Asia Pacific, Europe and the United States. Are you planning on enlarging your network of boutiques in the future to come?

Yes, we are continuing with plans to enlarge our network of boutiques.

What would be the markets you would consider entering?

We are currently looking at building on our presence in a number of markets. In the coming year we will be adding to our boutiques in Geneva, Saudi Arabia, and Qatar.

What is your medium-term (i.e. 2 years) vision for Mouawad?

To implement our plans for boutique openings and continue to launch new boutique collections. In other words, to consolidate the brand identity and presence further in markets with strong potential, and to take the Mouawad experience ever closer to the consumer.