About the brand

APM jewelry is exquisitely crafted, symbolizing Monaco and synonymous with elegance, sophistication, and luxury. APM jewelry is fashionable and avant-garde, blending street style, runway trends, popular culture, and art. APM brings the smile of Southern France and advocates a positive, passionate, pure, and friendly lifestyle. “Exquisite, fashionable, and smiling”—this philosophy is reflected in our creative, production, and distribution processes, within our internal teams, and in our relationships with APM enthusiasts worldwide.

It all began in Monte Carlo, Monaco in 1982. The remarkable female founders, Ariane and her son Philippe Prette, were leading manufacturers of gold, diamonds, and other gemstones for renowned jewelers worldwide. In 2012, leveraging 30 years of unwavering dedication, extensive experience, and honed craftsmanship, current CEO Philippe Prette and his wife, Creative Director Kika Prette, founded “APM Monaco.” Their professional expertise in the jewelry and fashion industries has enabled them to achieve their current vision. Today, APM Monaco is a premier brand in the fashion silver jewelry market.

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Creation

Led by Creative Director Kika, APM begins creating each jewelry collection months in advance. She and the design team develop entirely new designs around a specific theme, conveying APM’s personality and concept. Kika visualizes the brainstorming process and displays it on a constantly updated inspiration wall. During the creative process, these ideas undergo countless adjustments, refinements, and additions. The design team must adhere to the philosophy of perfectly combining craftsmanship with “refinement, fashion, and a smile.” Based on different themes, designers hand-draw sketches, bringing the entirely handcrafted jewelry to life on paper. The inspiration wall not only inspires our jewelry designers but also gives birth to accessory pieces launched concurrently with the jewelry. Of course, it is also the source of imagination behind our advertising campaigns, boutique displays, and our online and offline events.

Handcrafted Craftsmanship

APM Monaco draws upon over forty years of manufacturing expertise, enabling us to create jewelry that meets the highest standards of craftsmanship. Our high-end silver jewelry is handcrafted in our own production facility, with each step overseen by our professional team. Our jewelry is primarily made from cubic zirconia or freshwater pearls, and the 925 sterling silver we use is mainly sourced from recyclable sources.

500+ Boutiques

We have over 500 boutiques worldwide. Each boutique’s interior design reflects the APM Monaco lifestyle, using the finest materials to create a comfortable and inviting atmosphere. The APM Monaco in-store experience revolves around all five senses, showcasing the spirit of Monaco and the lifestyle of the South of France.