introduction

At the very beginning, I wanted this brand to be anonymous. I wanted it to represent an idea, a set of values, and a whole that did not depend on any specific creator or team, so that people could make it their own, however they wished.

But as I started writing a manifesto, I realized I did not want it to sound redundant, hollow, or soulless like most of the brands I follow myself. So, I am going to speak from the heart and tell my truth, because I believe it is the most sincere and authentic approach I can take, and I want that to be felt through the brand.

I - Influences

The 10-year-old me, listening to Blondie or Scorpions in the car while heading off on vacation with my dad and my brothers could never have imagined that 15 years later, I would be creating a brand born from everything that music has given me. This project is an outlet, a way to express my identity, my influences, my culture, and the things I love, without having to turn them into a costume.

At first, it scared me. Rock culture is incredibly rich and diverse, and there are many people far more legitimate than I am to launch a project like this. If I am being honest, I am not a punk, I am not a rebel, I am not a metalhead with a big beard who has been going to Hellfest for decades, and I am not an electric guitar expert. I’m nobody but myself.

I am just a 26-year-old good fucking looking kid who, through chance and coincidence, has spent almost his entire life listening to this music. My older brother introduced me to hard-rock and metal, my dad to AC/DC, Red Hot Chili Peppers, Pink Floyd, and Dire Straits. My mom introduced me to Muse, BB Brunes, and Saez.

The rest came naturally: Oasis, Green Day, Metallica, Sum 41, Linkin Park, The Strokes, The Beatles, Def Leppard, Mötley Crue... I could go on for hours.

I believe that is what Rock culture is, after all. It is not a label you stick on someone just because they wear skulls or smoke cigarettes. There is nothing less "Rock" than someone who is cosplaying Rock. It starts simply by loving the music. A deep and sincere love.

That is why I intend to pay tribute to it as best as I can. Through references scattered throughout our designs, through speaking out, and, who knows, maybe one day, organizing our own parties and festivals. But one thing at a time.

II - THE CRAFT

If I remember correctly, I bought my first ring when I was 15. It was a basic piece from a market in the South of France. There was no turning back. I have always been fascinated by the individuality a piece of jewelry can create.

I made my first stainless steel ring at 21. Honestly, it wasn't bad, but in hindsight, it lacked a bit of flavor.

Five years later, life and the people I’ve met have allowed me to create my first silver jewelry. I can’t hide how much of an honor it is for me to use such a noble material and create things that will stand the test of time.

I design all the pieces , create the sketches, and have them modeled in 3D. They are then cast and polished in 925 sterling silver in Paris. It’s pure, authentic craftsmanship. I will be uncompromising when it comes to quality. I know our pieces will be expensive, but I am convinced that betting on quality, authenticity, and a slow but steady process will make this brand great one day.

III - Finding My Voice

All the marketing stuff I have read told me to define my target audience, identify my typical customer, do a benchmark, a business plan... But in a spirit of sincerity, and since I started this text this way, I will be honest: I have no idea.

It would be a lie to say that I would not love for cool people to wear my jewelry, and it would be a lie to say that I only target outcasts. I have already said it, I do not feel like I am one.

But in truth, that is not important. What I would love most is for those who wear my creations to feel the same thing I do when I wear them in everyday life. I feel stronger, more confident, freer, and more in sync with my ideas. I feel like I am carrying a message, even if it is ultimately just a small piece of precious metal. I feel like I am part of something bigger than myself.

Although those close to me know my values and political convictions, I am rarely very vocal about my opinions or what I think on social media. But the further I got into this brand, the more I realized I wanted it to be a way to express myself, to share my ideas, my opinions, and my values, to send messages, to rally people around common causes, and to give a voice to others.

Everything is so flat today, so boring. Nothing has any flavor. Brands do not dare to say anything anymore because they are afraid of boycotts.

I will speak. I do not know how yet, but I will.

Outro

Writing these lines makes me feel calmer, freer, stronger, and more serene. I think that is the real message. I stayed authentic and I did not try to disguise myself or write false truths or pseudo brand speeches to sell you an idea.

I believe that is, ultimately, the identity of Chien Méchant.

Thanks for reading.

Live free or die.

Ricky.