AMC GAZETTE

Transformism applied to business: Darwin and Lamarck would have made wonderful entrepreneurs

We all know it. Being in action propels us forward. Observing, trying, falling, learning, and evolving assure us of remaining in the game and staying on top of it. Especially in the 21st century in a fast-paced industry like fashion. 

Who would have thought that Kanuk would completely change its brand image, be available at the trendiest stores in the world and become cool amongst millennials? Who could have predicted that Birkenstock would collaborate with Rick Owens, Jil Sander and Proenza Schouler? Why is sustainability the very first subject on every designer’s lips? Because the needs of the end-consumers are transforming. Marketing specialists need to listen and brands need to diversify. In other words, the fashion world needs to evolve out of necessity. We could call it survival instinct or self-preservation… on the grounds that looking ahead and adapting to our ever-changing world allows us to stay relevant. To carry on being up to date. Undeniably, what we did a decade ago worked, but what if we tried something new? What if we used this unconventional material or launched this dainty collection? Could we stay afloat? Could we push the envelope further? It reminds me of this quote by Erin Hanson: “What if I fall? Oh, but darling, what if you fly?”

As a business development specialist and a player in the fashion industry, I choose to embrace change. To welcome it and to acknowledge it. To recognize and hail the strength of companies who decide against all odds to try something novel. Our experience gives us vibrancy, solidity, knowledge, wisdom, and humility. All qualities that are mandatory for expansion. One cannot exist without the other 

This is why at Anne-Marie Chagnon we decided to seize and celebrate our desire to thrive and succeed by mixing things up and tread new playgrounds. Candles? Let’s try it! Art prints? A fantastic way to showcase Anne-Marie’s paintings and her multidisciplinary talents! Layering and more delicate pieces? Yes! A brand-new creative avenue!

Amélie Huard
Sales Director

Marketing advice
Engagement and Social Media

Social networks act as virtual storefronts for the public who now aim to understand more than ever the personality and values of a brand. Furthermore, platforms such as Facebook and Instagram have been created so that you can discuss with your followers and generate engagement with your community. The public is eager to discover what happens behind the scene of a company’s operations. Who are the faces behind the brand? What do operations look like on a daily basis?

Creating a storyline and highlighting a lifestyle associated with the brand is another important motor which will feed content to your social network. Do you really know what your target customer is interested in? The more strategic and personalized your communication is, the more you will increase the reach of each communication.

Remember that every platform has its own particularities and that tone must be adapted to each of them.

At your networks, ready, go!

Morgane Lemerre
Community manager

Launch of the Fall-Winter 2021 collection
Thursday September 2^nd

Inhabited by an insatiable desire to create, celebrating the inspirations that animate her body and mind, Anne-Marie presents a brand new collection rich in distinctive and timeless works. Year after year, original pieces are made in the image of her evolving inspirations that mark the path she blows.

With FW2021, she writes, once again, a new chapter in this story of passion, art and emotion. Propelled by an invigorating desire to celebrate the infinite nuances of nature, these new pieces embrace the paradox between the rough and the delicate.

Because nature is the right balance of the two.

Because every human being endorses this paradox.

It is illustrated in particular in the form of modest pieces that impose themselves and transform with elegance; wandering from micro to macro, from tiny to imposing. In order to reinvent in his own way the universal symbol of the cornucopia and the classic shape of the medallion.

Anne-Marie has once again been able to push her own limits with this collection.

Anne-Marie Chagnon introduces:
The production team

Every day, with passion, our production team prepares your jewellery, your orders, which once in your hands will make your days even more beautiful.

Melissa-Ann

Our dean of unparalleled blending talent, she has helped craft over 12 collections to date!

Sabrina

When the jewellery is created, with her keen eye, she dissects the jewellery, develops the assembly catalog to form the team and then she manages the quality control of the jewellery.

Marie-Émilie

In addition to assembling the jewellery, she assists Sabrina in bringing the collections up to standard while ensuring the smooth running of the current production.









*All three, with their confirmed talent, participate in the creation of each collection around the table with Anne-Marie, their opinion and their artistic proposal count as much as their technical knowledge.*

Élise

The latest arrival at the workshop, she assembles the jewellery and above all, shapes your rings with great delicacy and love. 

Marie-Hélène

She coordinates the production of the products that will be distributed to you. In addition, she photographs each of them so that you can see them and choose them.