Louis Gerard and M. Gerard
Frenchman Louis Gérard started his career working for and with Van Cleef & Arpels in Paris. He founded M. Gérard in 1968 after leaving VCA to open his first boutique at number 8 Avenue Montaigne in Paris. Much of his jewelry was made by the workshop Atelier Vassort who Gérard who he met during his time at Van Cleef & Arpels. For the next 20 years Vassort would produce jewelry for M. Gérard. The jewelry attracted a clients from Europe as well as the Far and Middle East and Louis embraced it by staging shows in Cannes and Monte Carlo. He even opened boutiques had opened in Gstaad, London, Lausanne and Monte Carlo. In November 1985 the firm was over extended and having financial difficulty Gérard sold the company to a group of American investors. Later it was bought back and re-launched with a new showroom at 16 Avenue Montaigne under the name Louis Gérard, Joaillier International. Within three years the firm closed in December 1991.