Who’s Next September 2025: 9 Jewelry Brands to Discover
Since 1994, Who’s Next has established itself as one of the leading professional fashion trade shows in Paris. Held twice a year, in January and September, at Paris Expo Porte de Versailles, it brings together for three days the best in ready-to-wear, accessories, beauty, lifestyle… and above all jewelry, thanks to its close collaboration with Bijorhca.
This must-attend event is primarily aimed at industry professionals: buyers, distributors, multi-brand retailers, independent boutiques, e-commerce players, journalists, agents, and trend offices all come to discover the latest collections and capture upcoming trends.
Each edition attracts around 45,000 visitors, mainly from the retail and digital sectors. On the exhibitor side, several hundred French and international brands unveil their new collections. The show highlights both emerging young designers and established houses, with a strong emphasis on creativity, craftsmanship, and innovation.
Recent editions have confirmed key themes: a growing commitment to sustainable fashion with the IMPACT program, an increasingly rich offer in costume jewelry and fine jewelry, and a strong focus on design and innovative materials.
For the jewelry sector, Who’s Next / Bijorhca is more than just a trade show: it is a trend barometer. Here you can spot new products, emerging materials, as well as the aesthetic and technical evolutions that will shape tomorrow’s collections. It is also an international visibility platform, ideal for expanding your network and meeting buyers from all over the world.
Some figures from the September 2025 edition confirm this dynamism:
Attendance up 3% compared to the previous year,
23% new visitors, proof of the growing appeal of the show,
International reach with 133 countries represented and nearly half of visitors coming from abroad,
A distribution of interests highlighting Who’s Next (68%), followed by Bijorhca (24%) and Interfilière Paris (8%).
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As I wandered through the aisles, I discovered many jewelry brands, each with its own universe and vision. Some reaffirm already established trends such as upcycling, emotion, or modularity; others pave the way with bold and inspiring concepts.
Looking to bring your ideas to life? Let’s talk about how we can align your vision and create jewelry that leaves a mark.
Among all my discoveries, nine French houses particularly stood out during this September 2025 edition. They perfectly illustrate the creativity and diversity of today’s jewelry scene, balancing artisanal know-how, innovative design, and ethical commitment.
One of my true favorites was Maison LAU, a young French house based in Montélimar. Behind this name are Lola and Aurore, two creators who blend illustration and craftsmanship to bring poetic and distinctive jewelry to life.
Their universe is unique: they collaborate exclusively with illustrators, tattoo artists, or visual artists, giving each piece a strong identity. The 24-carat recycled gold-plated medals become storytelling supports, carrying intimate or universal narratives, sometimes enriched with an engraved word or mantra. I found this approach delicate and resolutely contemporary, perfect for those seeking costume jewelry with emotional depth.
What I especially appreciate is their ethical commitment. Production is local, the gold used is recycled, and packaging pouches are made from upcycled fabrics. Maison LAU proves it is possible to combine creativity, craftsmanship, and respect for the environment. I’m already eager to see their next collaboration!
Another beautiful discovery was 25 de Cœur, a French brand designed by Auriane and manufactured in southern France. Its signature is a clean and bold aesthetic centered around the heart motif, interwoven to form an infinite loop. This unique signature motif lies at the core of the Orphée and Muse collections.
25 de Cœur goes beyond jewelry creation: the brand tells an emotional story of love, memory, and tenderness, making it unique for each wearer.
These everyday companion jewels are crafted in 24-carat gold-plated brass or 925 sterling silver, assembled and manufactured locally with the help of a partner foundry in southern France. The meticulous finishes make all the difference.
I discovered Palas a year ago and have since followed the brand’s evolution with pleasure. Founded in 2019, Palas embodies the desire to extend summer all year long through sunny, joyful, and accessible jewelry. Their world is built on 18-carat gold-plated stainless steel costume jewelry, hypoallergenic and water-resistant, designed to be worn without constraints, every day. The models are designed in Paris and hand-assembled in Lisbon, striking a balance between French creativity and Portuguese craftsmanship.
Among their creations, the Santa Maria medal has become emblematic. Representing the Madonna and surrounded by semi-precious stones, it is worn as a true talisman, blending timeless elegance with luminous energy.
What I particularly like is Palas’ ability to grow while staying true to its identity. The brand recently gained recognition by being showcased at Le Bon Marché during its last summer exhibition, a confirmation of its place on today’s jewelry scene.
For me, Palas stands out with bright, holiday-inspired jewelry designed to shine every day of the year.
This is a brand I had already noticed at previous editions, and it was a pleasure to see it again this season. Bangle-Up has built itself around an iconic piece, the bangle, which it reinvents continuously with graphic and colorful patterns. Their work with cloisonné enamel and prints gives bracelets, bangles, or cuffs an instantly recognizable identity.
What I admire is the freedom they instill in wearing jewelry. Each piece can be worn alone, in pairs, or stacked to play with colors and shapes. This “up-wear” philosophy perfectly captures their approach: offering elegant costume jewelry without constraints, adaptable to any mood.
Bangle-Up also stands out for its French roots and responsible commitment, working partly on design and prototypes in Paris while partnering with specialized workshops abroad. The result is strong, lasting jewelry that finds its place both in department stores and in more selective, niche curation.
I discovered Cécile Boccara at this edition of Who’s Next, and I was immediately drawn to the poetry of her creations. Based in Paris, the house offers jewelry and haute couture accessories (crowns, brooches, headpieces) inspired by nature and flowers.
Her universe is both airy and refined, blending silk muslin, gilded metal, rhinestones, and feathers. This very feminine style plays with light, movement, and delicacy. What makes her stand out is the way each flower is shaped: some handcrafted using the lost-wax technique, others through 3D modeling. This fusion of traditional craftsmanship and contemporary technology gives her pieces a truly unique identity.
I particularly love the delicacy of these jewels, capable of transforming an everyday look into a fairy-like staging.
Do you want to join an upcoming trade show with a seamlessly produced collection?
I was deeply moved by the emotional intensity of Maison Valois Varden creations. The brand continues the tradition of sentimental jewelry, pieces that have spanned centuries as supports of memory or attachment: giving or wearing a jewel to keep close a loved one, a memory, a meaningful event, or an intimate emotion. Once widespread in the 19th century, often in the form of mourning jewelry with hair, miniatures, or symbols, these pieces are now making a modern comeback with secret compartments and customization.
At Valois Varden, each jewel becomes a true talisman. They integrate discreet compartments, screw-top vials, or sealed capsules in which one can place perfume, dried flowers, hair, ashes, or a personal message. Crafted by French artisans, these pieces are customizable and made to measure, blending heritage craftsmanship with modernity.
Valois Varden transforms jewelry into intimate memory, capable of carrying a story and creating a unique bond. They reinvent sentimental jewelry with elegance and sensitivity, in a resolutely contemporary way.
I first discovered Camille Colette Studio on Instagram some time ago, so I was delighted to see the collections at the show. Based in Bordeaux and founded in 2021 by Marie, the brand was born from a desire to extend summer all year long, with a strong Mediterranean and seaside inspiration, from colors to shapes.
Its uniqueness lies in the blend of family heritage and durability. The name “Camille Colette” pays homage to Marie’s grandmothers, her aesthetic and human inspirations. She values not only style but also longevity: her jewelry is designed to last, to be passed on, to live with its wearer. Pieces are made of 14-carat gold filled, 925 sterling silver, and semi-precious stones, all selected to withstand water and daily wear.
In short, Camille Colette Studio combines attention to detail, quality materials, and the desire for jewelry to become everyday companions, not just summer accessories.
Les Félicités is a brand that transforms jewelry into an intimate space of protection and emotion. The brand is built around protection stones, chosen to make life a little softer. These “gris-gris” jewels, symbols of happiness, protection, and balance, can be
personalized according to our moods, emotions, or desires. You can slip in protection stones like rose quartz, amethyst, or tiger’s eye, each carrying natural virtues to enhance daily well-being.
Among their creations, I particularly loved the Love necklace, adorned with a detailed motif and a delicately shining sun. The Energy Medallion hides a mother-of-pearl at its center, protected by a butterfly-shaped opening, like a precious secret to keep close. But the one that truly struck me was the Antique Medallion: a locket accompanied by seven protection stones that can be slipped inside according to one’s needs, desires, or emotions.
What truly sets Les Félicités apart is their ability to blend elegance and symbolism, turning each piece into an intimate talisman, both protective and aesthetic.
I have been following AN-NEE for some time now, and it’s always a pleasure to come across their fresh, colorful, and chic stand at Who’s Next! AN-NEE holds a special position as it combines silk scarves and woven silk jewelry.
The brand first began with silk squares illustrated by creator Alexia. Gradually, she designed wrist ribbons, then added golden cuffs to elevate and enhance these ribbons: a unique encounter between textile delicacy and the strength of metal.
The true strength of AN-NEE lies in its exclusive patterns, the result of a rich and meticulous collection process. Each illustration gives the brand a strong, instantly recognizable identity. This graphic research, combined with silk and metal, makes it stand out with a unique positioning.
What I find especially appealing is the playful and elegant modularity of their creations. You can change the ribbon, match cuffs, or reinvent the scarf ornament. This creative freedom transforms each jewel into a couture accessory, timeless and resolutely chic.
Are you a jewelry brand looking to take things to the next level?
These nine brands are only a glimpse of the creativity found at the show, but they perfectly reflect the energy driving the jewelry sector. Whether you are a buyer, distributor, or creator, Who’s Next remains a must-attend event to understand where the jewelry universe is heading and to discover the brands shaping tomorrow’s collections.
Marine Hérisson
As a product designer with 10 years of experience in the jewelry industry, I initially worked for a high-end watch and jewelry brand before striking out on my own. I am passionate about beautiful jewelry and am committed to sharing my experience as a designer with jewelry brands. My favorite topics are mainly related to creation: jewelry, design, modeling, and realistic 3D renderings!
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