Founded in 1987, Histoire d’Or has become in less than 40 years the undisputed leader in the affordable jewellery & watches market in France.











It all started with a beautiful story, in Cannes in the early 80s…

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Brand history

On his solex, he walks up and down Cannes jewellery shops to find a piece of jewellery for his mother’s birthday. 

Working as a messenger for the greatest jewellers on the French Riviera, he wants to offer her something special.

Going from jewellers to jewellers, he sadly notices that jewellery is reserved for only a few. 

This is how he decided to turn a new page in the history of jewellery. This is the story of the man who, a few years later, created Histoire d’Or : jewellery stores where everyone could  buy the jewel of their dreams.

The universe of the brand

First, through its architectural concept, made efficient and memorable. 

With an identity colour, the red, with a fully opened store, and with efficient merchandizing and store layout, Histoire d’Or stores are designed to help customers in their search for the best gift, for themselves or for others.

The brand has built its success on a constant focus to make jewellery, historically only affordable to a few, affordable to all.

Histoire d’Or celebrates all stories with jewels: from every-day stories to once-in-a-lifetime events, from small joys to memorable occasions, Histoire d’Or stands to celebrate and remind every magical moment.

Secondly, with a unique range of products, going from fashionable jewellery to timeless pieces, and dedicated to everyone’s style and budget. 

Finally, the brand has built an unparalleled network of over 400 stores in prime locations and reached over the last years a unique online presence. Histoire d’Or constantly reinforces its omnichannel capabilities, to offer customer a unique shopping experience.