We like to say Ethos CotedAzur exists because of baroque pearls. Without discovering them, there wouldn’t have been the urge to build a brand. It wasn’t just that we fell in love with the luster of baroque pearls. We wish it was simple like that.
How would you describe the feeling of growing up believing pearls are round in the same way the sky is blue, only to learn one day that the round ones are the exception, that most pearls are irregular, asymmetrical, not round. It was disorienting and difficult to take in. There was something weird and uncomfortable about this new fun fact we learned, and the oddness lingered.
Maybe it was because the picture-perfect photos never really included the non-round ones, or that the definition of a pearl never indicated roundness but we all assumed, or maybe, there seemed to be something intentional about what we were presented. The filter from taste, history, and grading standards repeated long enough to become truth. Funny enough, the majority has always been left out of the narrative, yet astonishingly beautiful if looked closely. (if actually expandable and become more of the paragraph’s focus)
We want to tell the story of baroque pearls, through baroque pearls. Through their curves and edges, through the luster we had never seen in round pearls. We want to share what we learned from baroque pearls, that maybe imperfection is another way of saying character. The “flaws” that made them overlooked may be what draws people in. It will get unavoidably cliche if we say this, but everything we felt from baroque pearls, we relate the same to people.
At the moment of writing it, we live in a world of turbulence and unpredictability, of labels and standards, but also awakening and re-examination of all the long-held standards. We hope to mark the start of our brand by making baroque pearls seen and heard, and to turn Ethos into something that belongs to everyone.
We don’t know what Ethos will look like in ten years, and we’re comfortable leaving that open. Baroque pearls remind us of liquidity, and we will hold on to it. Our only certainty is staying in motion, choosing to reshape through all the changes we can’t predict. And always choosing imperfection.