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Bracelet en cours de polissage

Partner of your development!
Strategy - Heritage - Training
For workshops, brands, dealers & organisations

Paris-based jewellery consultant

After Language Studies in la Sorbonne, she lived abroad and dabbled in various domains. Her mother was CEO of jewellery workshop but Armelle thought it was too easy to join the family business (which of course it was not). She eventually joined the jewellery industry in 2008. Two significant experiences mark her career: one for a signature brand and another for a workshop in Paris. Now a jewellery consultant, she also launched English conversation workshops for the trade, gives lectures within companies and assists craftspersons in their job research.

G. Benedetti.jpg

A Senior Quantitative Valutations Analyst, he loves out of box co-creation projects at both work and home. He is incidentally well-versed in computer languages and he coded both the lexicon and the calendar.

Find the right words.
Use the right tools.

How do you build trust and passion for a job well done between a brand, its suppliers and all the players involved in the same project? By speaking the same language!

A communication & export manager in a Paris' jewellery workshop, I was confronted with a lack of comprehensive and verified resources on the trade in English and in Italian and I needed them on a daily basis.


I researched on-line and couldn't find convincing data so I created my own technical multilingual on-line word entry. From an excel worksheet sprung an on-line project built by Giuseppe.

Three years later, I started my own business and we built it around the lexicon. We added a jewellery events' calendar and useful information about the trade that will be enriched over time.


​You create stunning jewellery and perfectly know your way around it but don't have the time or expertise to do the some of the rest? You're launching your workshop but you are not entirely sure you've thought of all the issues? You're launching your brand?

You need a copilot for your activity in order to get your serenity back on a day-to-day basis, let me help ! I assist the players of the jewellery trade from the gouache design to the fitted box, from A to Z.


Strategy - Organisation - Heritage

Paris-based, working internationally in


We are in business to assist the players of the jewellery industry in the creation or consolidation of their development strategies, the structuring of their organisation, and the promotion of their heritage, with method and with the proper tools.

Armelle de Blanchard


You will find more details and price offers in the Capabilities section, however here is an overview of the services I can provide.

Workshop & dealers' strategy

- Business development and organisation

- Corporate communication

​- Creation of operating procedures

​- Staff training

In-house training &

Based on your documentation I create the in-house training materials you may need.

Brands & private labels strategy

- Advising in launching a new brand

- Finding a new workshop


- Project & events management

- Creating conferences & webinars

- Staff training


- Market research, prospection, export

- Setting up sales action plan

​- Tradeshows (preparation, setting up, sale, breaking down and follow-up)

Heritage departments & research

- Organisation & research of historical archives

- Hallmark and brand research

- Exhibition organisation for estate jewellery

English conversation workshop NEW

In groups of maximum 8 within the company, I organise a conversation workshop. See details below.

Ethics & governance

Today more than ever, talking about a company's values is also a way to see one another's philosophy. Working for someone or for oneself cannot just be about being business-oriented and passionate.

Our values revolve around the goal of offering the come as a result of our work experiences: challenge, goodwill, trust, collaboration, open-mindedness and integrity. They are invaluable in the context of building business ties around the world.

There's a lovely motto, carved by Brigette Hyacinth that says "work for someone who appreciates your ideas, loyalty and hard work". Simple, efficient and relevant. I would also like to add that extra care, practical sense and spirit of enterprise allow me to work on the resolution of your problems and the implementation of solutions.

They trusted AZ Jewels

Care to trust us with your next project?

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