Jewelry is one of the oldest forms of personal expression, carrying stories of culture, artistry, and individuality. Today, the industry is experiencing a fascinating transformation as consumers look for designs that not only highlight craftsmanship but also reflect their personal style. Switzerland, long celebrated for precision and artistry, has become a stage for contemporary jewelry labels that push boundaries while honoring tradition. Among these, Fleur de Nuit has carved a space of its own, offering pieces that unite heritage with modern sophistication.
A Natural Beginning Rooted in Heritage
Fleur de Nuit was founded in March 2018 by Ana Alaix, whose connection to jewelry runs deep. Growing up in Pamplona, Spain, within a family of jewelers spanning generations, she absorbed the artistry and passion of the trade from an early age. Creating her own brand felt like a natural extension of her story, blending the traditions she inherited with her vision for something contemporary and distinct.
The brand’s success was immediate. By October 2018, Fleur de Nuit was already collaborating with the prestigious Globus department stores. The first collection appeared in Bern, followed by Basel, Lausanne, Locarno, Lucerne, and Zurich. In only a short time, Fleur de Nuit became a familiar name for Swiss jewelry lovers seeking fresh yet timeless designs.
Building a Brand with Passion and Purpose
The growth of Fleur de Nuit brought new energy and collaboration. In 2019, Ana’s husband Fabian joined the venture, taking on responsibilities from management and marketing to logistics and customer care. Together they shaped not just a business, but a brand identity rooted in passion, creativity, and the belief that jewelry should feel both personal and meaningful.
What sets the label apart is its people. Behind Fleur de Nuit is a young and dynamic team committed to evolving both the brand and themselves. Each collection captures the spirit of elegance infused with a subtle touch of rock chic, reflecting a philosophy that jewelry can be both refined and daring.
Creativity, Craft, and Conscious Design
In the same year, Fleur de Nuit introduced the now-signature “Ear Party” concept. Instead of wearing just one pair of earrings, customers could combine several, mixing shapes, styles, and finishes on the same ear. For some, this meant bold, eclectic pairings. For others, it was about simplicity, like gold or silver hoops. Whatever the approach, the result was always a striking expression of individuality, and it quickly became a hallmark of the brand.
Beneath the creativity lies a strong commitment to craft and responsibility. Each piece is hand-finished and made from 925 sterling silver or brass, with finishes including rhodium-plated silver, 18-karat champagne gold, peach gold, and yellow gold. All materials meet European REACH standards and exclude nickel, lead, and cadmium, making them safe for sensitive skin. By combining artistry with mindful design, Fleur de Nuit ensures that beauty never comes at the cost of comfort or responsibility.
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