Exclusive interview with Ms. Sandrine Thibaud, Fullord's Founder and Creative Director

In your own words what’s the DNA of the brand Fullord?

The whole idea behind Fullord comes from a personal problem I was confronted with. Given my family business in the yacht industry I am often out on boats, therefore I always wear a scarf to protect me from the wind. I was looking for a practical and fashionable solution to secure it, but I soon found out there was nothing available on the market. On top of that I have always found the regular scarf rings quite outdated and impractical, as once you want to take them off you don’t know where to put them and end up losing them, most of the time.
So I came up with the idea of creating this jewel that merges a scarf ring with a necklace.
I can certainly say that uniqueness and innovation are really a fundamental part of Fullord, we always try to approach design in a creative and unexpected way, same goes for the use of materials and technique we use. And of course everything is crafted with the highest expertise possible by our artisans in Italy to deliver a true luxury experience to our customers.

What is the story behind the name Fullord?

The name Fullord comes from the combination of the words “Foulard” and “Or” which in French respectively mean “Scarf” and “Gold”. These are really the fundamental elements of the brand and I thought it was important to include them in the name.

What is your vision for the short and long-term futures of the company/Fullord brand?

Short term wise I am really looking forward to start entering the Middle East market. This was one of my main goals since the beginning. Of course, as for many other players, the pandemic was a huge setback that forced us to reconsider our plans and focus on our home market in Switzerland. I can’t wait to meet Middle Eastern customer in person and have a direct feedback on our jewellery.
In the long term I want to establish a physical presence in the Middle East by developing a retail network and possibly opening a Fullord monobrand Store. That would be a fundamental step in order to deliver the Fullord experience at its best.

Design, quality, functionality, or material. What comes first for Ms. Thibaud and why?

Well I think the real challenge is in finding the perfect balance between all of them. I always start thinking about design first, as I am a very creative person and I find inspiration for new pieces at any time and everywhere from architecture to art and nature. Really everything can be the starting point for a new creation. Once I have the design in my head I start to think about all the other aspects. I am really concerned about my pieces being wearable, versatile and functional, this part of the DNA of Fullord, a jewel with a practical use; so it's really important to me to aim to respect that in each design.

You design scarf holders and jewellery made to compliment a scarf, or a headscarf. Who i s your core clientele and how are you accessing them?

The Fullord client is for sure very sophisticated and elegant as well as more casual. The peculiar aspect of the scarfing jewel is that it can be worn both as a necklace and as a scarf ring so that allows us to have a really wide audience. It is not a jewel restricted to a savvy scarf wearer, really anybody can use it.
I think the main asset of Fullord is the great versatility, offering the option to our customers to style their pieces in their own way and create new styles. Fullord is all about being creative and injecting some fun and joy in your daily look, whether with a scarf ring/necklace or with some coloured stones pieces.

You have mentioned that the three pillars of Fullord creation are silk scarves, scarf jewellery, and perfume. How are these three pillars interrelated and integrated in your offering?

The jewellery was the starting point. After I designed the first Fullords I thought it would be obvious to create a full set around them to complete the look that is how the jewellery collection has developed to the offer we have today.
Scarves were the next natural step as they are complementary to the Fullord scarf ring. I really wanted to create a full universe around the brand and give the customer an immersive experience into the world of Fullord.
The scarves are always designed in connection with the jewellery. This season I got inspired by wildlife and nature, so for the high jewellery range I created 4 animal shaped Fullord scarf rings and necklaces in the shape of a Chameleon, a Seahorse, Butterflies and Flamingos which respectively match the scarf collection in soft pastel tones.
Concerning the fragrances they were the element that I found missing to complete the universe I was creating. I believe the olfactive signature is really important and can have a huge impact on our senses. That is why I really wanted Fullord to have its signature scent. I developed in collaboration with the well-known Swiss company Firmenich two different essences: a more fresh and light one, Iris based which is Carrè de Soie and a more intense and deep Oud base scent which is Or’iental.
These 3 elements are connected together and contribute to create a story around Fullord, a universe full of colours, precious stones and inviting smells that engage the customer in a true luxury experience.

How important is the Middle East market for Fullord?

I believe the Middle East is a key market for Fullord. I think you have a really big passion for jewellery and enjoy wearing your pieces everyday, which is not always the case in Europe. Therefore you have a great appreciation for exquisite craftsmanship and design.
On top of that I love the traditional headscarf and I think the Fullord could really enhance its sophistication and elegance with great respect for its symbolic value.

Do you have any plans to stimulate the brand’s presence in the region? Will you be present soon across the Gulf region?

We have several trade shows planned across the region. We will start with JWS Abu Dhabi in October, and then possibly take part in the International Luxury Week in Riyadh in November to finally conclude our Middle East tour in Manama for Jewellery Arabia.
In between all of that we will be in Dubai in the first week of November for a launch event and meeting all the press in the area.
I am really looking forward to all of this and start building a relationship with Middle Eastern customers

What in your opinion, are the challenges confronting Fullord in the Middle East?

I feel that as a brand we still need to build awareness around us and prove to the Middle East customers we deserve a place among all the other brands they already know. Not only that, we are also offering a completely new product that has never been seen before; it is a really big challenge!
On the other hand I believe this is also Fullord’s biggest asset, we are offering something unique and that customers, whether they like it or not, will remember and talk about. It is for sure a big premier to patent a new kind of jewel!

Finally, in parting, what message would you like to convey to your GCC customers and readers of ‘Arabian Watches & Jewellery’ magazine?

That I hope to meet all of them in person during the following months to share with them my passion for jewellery and the pieces I have created. I strongly believe that jewellery is that signature element to your look and the way to inject elegance and sophistication in the most simple outfit. It is a way of expressing yourself, your creativity and your personality.