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How can I help?

​AZ Jewels is a service company dedicated to developing your jewellery business. After over 15 years working in the industry, I founded AZ Jewels in order to assist companies on these specific themes:

  • Development

  • Branding

  • Employer Branding

  • Cost optimisation
  • Growth

Having worked with almost all the actors in the life of a jewel has allowed me to develop a 360° knowledge of their business issues and it made it possible to have them benefit from my expertise. How? By helping them to restructure, by giving them a new vision, sometimes by creating the tools necessary for their activity.

I work with workshops, brands, gem or estate jewellery dealers as well as schools and institutions.​ But how exactly?

Work method

You contact me and present me your project. It may be short or long term. Depending on the project's complexity, I may take from 48 hours to a few days to get back to you with a quote.


  • If need be, I will start with an audit of one to two days and then make an assessment of the stakes at play.

  • I then provide a delivrable and may follow up with an in-house or remote support in order to meet the goals we agreed on, based on a specific schedule.

  • Depending on your company's organisation progress satus, I may deliver operating procedures on various subjects as well as documented strategies along the way.

I intervene on site or remotely on the agreed projects in order to fulfill the objectives discussed together in the respect of the planning: production of deliverables, operating modes, etc. In some cases, I may work on short notice as well as operating on site or on a show during the week-ends, depending on previously agreed terms.

I have a reputation for finding solutions to problems. Share your questions with me, I will try to answer them and implement the solutions with you.

Well-versed in the reality of SME's, I'm ready to assist you for your development.

More importantly, at AZ Jewels the client's confidentiality is paramount

and discretion is central to all our projects.



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.


B2B or B2C

WORKSHOPS: Company branding in the light of CSR

  • Diagnostic and action plans

  • Consulting on HR & CSR matters in the workshop

  • Creation of tools and operating procedures


  • Market research, prospection, targeting new markets

  • New market entry

  • Setting up sales action plan

  • Connecting with workshops (specs)

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

BRANDS: Heritage departments

  • Organisation & research of historical archives

  • Specific research (hallmark and brand)

  • Exhibition organisation for estate jeweller

  • Webinar and conference creation

WORKSHOPS: business development & growth

  • Market research, prospection, targeting new markets

  • Administrative organisation

  • Cost effectiveness

  • Connecting with suppliers

English Conversation Workshops

  • In groups of maximum 8 within the company, I organise a conversation workshop.


See details below.

France only for the moment.

BRANDS & PRIVATE LABELS:  strategy & organisation

  • Advising in launching a new brand

  • Finding a new workshop

  • Project & events management

  • Creating conferences & webinars

  • Staff training


Pricing is done according to your needs but in general, it goes as follows:

  1. Diagnostic and action plan, restitution and follow up call a month later.

  2. Proposal for developing the project together

Pricing will depend on the offer you select, please give me a call to discuss further your project!

English Conversation

Icone indiquant une nouveauté
réunion d'affaires

In the spring of 2023, I've launched English Conversation Workshops dedicated to people in the industry in France only (for now).


I started the multilingual lexicon in 2017 and have lead English conversation workshops voluntarily in my hometown in Normandy for over a year now. As I have witnessed so many French workshops starting to  work or increase their business ties with countries abroad, it  seemed the right road to go on!

Two options are on hold:

  1. Group workshop of 8 people maximum within your company, 10-lesson pack

  2. One-to-one conversation at lunchtime or for coffee, 10-session pack


Words matter and communicating in English is key nowadays.

Over fifteen crafts and jobs make for a  jewel's life, from the sketch to the fitted case. Feel free to contact me to discuss what we could do together!

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