In France, products are demarcated as gold jewellery, costume jewellery, gold-plated jewellery and silver jewellery. French gold jewellery sales in 2010 were estimated at 2.55 billion of which 44% belonged to the product category of rings. Fine jewellery exports stood at 1.66 billion, showing a 29% growth in 2009-10.
Popular brands include Chaumet, Fred, Cartier, Van Cleef & Arpels, Boucheron. Maubussin, Dior Joaillerie and designers like alexis Mabille, Aurelie Bidermann and many others. French jewellery distribution channels are similar to those in the UK and Germany. Jewellery stores constitute 33%, malls 30%, superstores 26% and the rest is taken up by mail-order catalogues, internet and television.
Jewellery themes are centred on fantasy, they are elaborate, extravagant, minimalist, and geometrical.
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