MESSIKKA Teams Up with Smiley’s 50th Anniversary
In 2022, the famous emoticon will blow out its fifty candles. This presented an opportunity to invite fifty big names in fashion, watchmaking, and jewelry to create limited editions that are certain to make anyone smile. In celebration, Messika unveils three novel jewels – two unique Lucky Move necklaces and a My Move bracelet - which Valérie Messika had lots of fun designing.
When Smiley decided to celebrate its 50th anniversary, it naturally surrounded itself with brands which share a similar “joie de vivre” and mischievous spirit; two values which Valérie Messika cultivates on a daily basis. Her contribution to this anniversary was impulsive yet instinctive, sharing many commonalities with Nicolas Loufrani, who runs The Smiley Company. Coming of age as part of the same generation, both Valérie Messika and Nicolas Loufani have set themselves apart as two business leaders who followed in their father’s footsteps. The daughter of a diamond dealer, Valérie has chosen to dedicate her life to the diamond – daring to release it from a sacrilege attitude, making it light, free and easy to wear. Similar in timing, Nicolas was born as his father launched an acclaimed column in French newspaper, FranceSoir. For good news only, the column was entitled “Prenez le temps de sourire !» (Take the time to smile!), with a smiley as a logo. Twenty-five years later, the instantly recognizable Smiley first appears on a laptop. Following which, Nicolas had the ingenious idea to launch emoticons, creating a universal language that quickly took hold of the planet. Each at the head of a thriving business, the two creative heads and leaders in their respective spheres retain the same light-hearted attitude and approach which make one look at the bright side of life.
In honour of its fiftieth anniversary, Smiley turned to artist André Saraiva, renowned for his graffiti signed:“Mr. A.” Under his mischievous pencil, the smiling face was joined by an enthusiastic imperative, “Take the time to smile!”. André’s proposal inspires two necklaces from Valérie. The design of the Lucky Move collection, launched as a talisman line in which each piece of jewelry becomes a lucky charm for the person who chooses it, quickly established itself.
On a first proposal, the Lucky Move small pendant unveils a Smiley in yellow diamonds in a pavé white gold ring. The moving diamond steps aside. In its exclusive version, the second jewel within this collection is a Lucky Move XXL necklace which competes as the most expensive Smiley in the world. Offered with wide chain links, in a generous 43 mm diameter, the laughing face emerges through the meticulous pavé setting of several hundred yellow diamonds and white diamonds which come to total 7.90 carats. The number 50 is inscribed on the back of both necklaces, reminiscent of the anniversary edition.