GAZETTE AMC

WHAT SETS US APART

At Anne-Marie Chagnon, we love designing and making jewelry, but we want to do it in an eco-responsible way, by thinking about the consequences of our activities on the environment, as well as its impact on our society and our economy. Here are the values and actions at the heart of our social responsibility.

LOCALLY HANDMADE
We make all our jewelry in Montreal because we want to be in control of every step of the process. We do this for economic, social and environmental reasons. The workshop allows us to stand out by the quality and diversity of our products. It allows us to assure you that our jewelry has been made in fair working conditions by a team of qualified craftsmen.

It also allows us to make your jewelry on demand, which reduces the waste caused by unsold inventory. All of our jewelry is made in our workshop from raw materials such as pewter ingots, which reduces the carbon footprint.

REDUCE-REUSE-REVALUE
We believe that a wardrobe composed of a few well-chosen pieces is the basis of an eco-responsible wardrobe. We want to give our jewelry the creative flare and craftsmanship to last beyond the trends of the moment. We offer a repair and refurbishing service on all jewelry from past collections. We offer a lifetime warranty on the elastic bands of our bracelets and on the earring fasteners. We encourage our customers to give a second life to their Anne-Marie Chagnon jewelry by having it repaired if it is broken or by offering it on the secondhand market if it is no longer worn.

SOCIAL COMMITMENT
We believe that as an organization and as individuals, we have a responsibility to contribute to the well-being of our society by protecting the environment and by getting involved in our community. We do this by supporting various causes that affect women’s and children’s health and the development of the arts. For example, we create an annual benefit collection for ovarian cancer research. The sale of these jewels and other fundraising activities have allowed us to donate over $100,000 to the Montreal Cancer Institute.

David Chagnon
Chief Executive Officer

Marketing TIPS
The storytellers of modern times

According to Seth Godin, an American entrepreneur and successful speaker in the field of marketing, storytelling, this well-known but misused narrative concept, offers many advantages to position a brand.

The art of storytelling goes back to the dawn of time, even before writing existed. Human beings invented myths and legends to make sense of the world around them or to explain concepts that were difficult to understand.

Nowadays, storytelling is an essential and powerful communication and marketing tool to teach, move and inspire your consumers. The goal is to bring forward your brand’s identity in order to give meaning to your actions.

That’s why this technique is at the heart of our brand strategy. Whether it’s through our Instagram posts, in our newsletters or during our photo shoots, we make sure to tell the story of Anne-Marie Chagnon. And we do this by explaining how our company came to be, by revealing the creative journey of our founder, by defining our manufacturing processes and the importance of our raw materials. And above all, we reveal, year after year, the essence behind each element that together form our collections and make them unique.

Take for example the cornucopia, one of the centerpieces of our FW2021 collection, which was featured in one of our most popular newsletters of the year. In a few lines, we were able to describe the history behind the symbol, how it is used in our collections and why it is important. All this while staying true to our values and brand image.

There are many tips to achieve a successful storytelling and they can vary from one expert to another. The golden rules that inhabit all our strategies are as follows:
1) The story must systematically stem from the brand’s values, in order to remain authentic.
2) The story must evoke emotions in order to be memorable.
3) Consumers have more of an intrinsic relationship with the product’s story than the product itself. Therefore, the story must validate how the consumer wants to perceive the world.
4) When the story is too long, the consumer can easily get lost. So, keep the story short and to the point!

Generally, storytelling requires a lot of creativity and empathy to translate feelings into words and images. Good stories promise to fulfill the consumer’s desires. The more remarkable they are, the more they will be shared; as long as you are the first to tell it.

Viviane Agostino
Marketing and Communication Director

You won't get me - the hope collection dedicated to research

Known as the silent killer, ovarian cancer disrupts the lives of many women and their families. Support the Montreal Cancer Institute by purchasing a piece of jewelry from the Hope Collection and like Sylvie Moreau…wear hope. Thanks to research, the survival rate for ovarian cancer has increased by 7%. This collection, designed exclusively for the cause, raises between $5 and $10 per piece of jewelry for ovarian cancer research.

Hope 2021 is inspired by the resilience of women and those around them. It embodies the gentleness, strength and vitality of all those for whom this collection is intended. This year again, let’s all support women with ovarian cancer.

Anne-Marie Chagnon introduces:
Pewter workshop

From left to right: Dulce, Lucie and Manu.

Dulce has been running the pewter workshop for over eight years and has accumulated a unique know-how in mold design. She works in close collaboration with the designer who always knows how to bring her new challenges on the structural as well as the artistic level. She is the engineer and craftswoman of pewter.

Lucie is passionate about jewelry and more specifically about the creative process. Lucie has worked for Anne-Marie Chagnon as a sales associate in the boutique, as an assembler on the floor and recently joined the pewter workshop to bring her expertise and get closer to the jewel.

An avid model maker, Manu found in Anne-Marie Chagnon the opportunity to express his taste for detail and meticulousness. From the candle to the resin, through the production of pewter pieces to the shipping of orders without forgetting the IT, Manu was able to deploy his various talents in order to be witness and guarantor of the jewel, from its birth to its ultimate destination: you/customer.