When Le Gramme founder Adrien Massié and his partner, Erwan Le Louër, got together in 2012, there were few jewelry brands dedicated to men. Le Gramme set out to fill that gap, though its pieces have proved popular across genders.
Adrien has a background in the business side of design (having previously worked for the late interior designer Andrée Putman), and it's evident in every aspect of the line. Described by the designer as a "monoproduct," the Parisian brand's bracelets are deceptively utilitarian and simple at first glance—purposely so, as they are meant to be a basic that you will never want to take off. Further inspection reveals attention paid to the most minute details with a scientific precision, a trait that lends itself even to the name, which was taken from the unit of measurement.
"I made prototypes with a jeweler in Paris. When it came time to pay, he asked me to not only pay for the labor but also for the weight of the bracelets. So I thought I would name each bracelet by its density," Adrien explained. Le Gramme's naming scheme is very specific as a result: all the pertinent information is laser-engraved onto the bracelet, so you know exactly what you're buying, whether you choose the wide 41g bracelet or the subtle 7g.
The materials are chosen as thoughtfully as the name: each bracelet is made by hand in the middle of France using only recycled 9-2-5 sterling silver and 18K red gold (which has more copper than rose gold). Using recycled metal––as opposed to new metal that has to be mined in politically tumultous countries––makes La Gramme more ethical than many of its counterparts. "But we don't market it as an eco-brand, because for us it's the normal thing to do," Adrien said.
Even the packaging represents everything the brand projects. The in-store presentation of the bracelets was considered carefully, using responsibly sourced woods and marble to showcase the product. When a bracelet is purchased, it comes with a leather and wool pouch that serves as an iPhone case when the bracelet is being worn. "We try to think of everything. We don't produce something that you will throw away immediately."
Watch the campaign video by Fred Lebain below, and shop all Le Gramme here.![]()
Red gold bracelets available in stores now, online soon!![]()
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A still from the video by Fred Lebain
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Adrien has a background in the business side of design (having previously worked for the late interior designer Andrée Putman), and it's evident in every aspect of the line. Described by the designer as a "monoproduct," the Parisian brand's bracelets are deceptively utilitarian and simple at first glance—purposely so, as they are meant to be a basic that you will never want to take off. Further inspection reveals attention paid to the most minute details with a scientific precision, a trait that lends itself even to the name, which was taken from the unit of measurement.
"I made prototypes with a jeweler in Paris. When it came time to pay, he asked me to not only pay for the labor but also for the weight of the bracelets. So I thought I would name each bracelet by its density," Adrien explained. Le Gramme's naming scheme is very specific as a result: all the pertinent information is laser-engraved onto the bracelet, so you know exactly what you're buying, whether you choose the wide 41g bracelet or the subtle 7g.
The materials are chosen as thoughtfully as the name: each bracelet is made by hand in the middle of France using only recycled 9-2-5 sterling silver and 18K red gold (which has more copper than rose gold). Using recycled metal––as opposed to new metal that has to be mined in politically tumultous countries––makes La Gramme more ethical than many of its counterparts. "But we don't market it as an eco-brand, because for us it's the normal thing to do," Adrien said.
Even the packaging represents everything the brand projects. The in-store presentation of the bracelets was considered carefully, using responsibly sourced woods and marble to showcase the product. When a bracelet is purchased, it comes with a leather and wool pouch that serves as an iPhone case when the bracelet is being worn. "We try to think of everything. We don't produce something that you will throw away immediately."
Watch the campaign video by Fred Lebain below, and shop all Le Gramme here.
All photos courtesy of Le Gramme.
Red gold bracelets available in stores now, online soon!
A still from the video by Fred Lebain
Each piece is carefully crafted by hand
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