Jewelry worn by Selena Gomez is now also for sale in Ghent: “We will call you personally on your birthday” (Ghent)

Selena Gomez has already been spotted with it, and now you can also buy jewelry from APM, a brand from Monaco, in Ghent. The store in Brabantdam opts for a personal approach: “The second time you come here, we address you by your first name.”

Ariane Prette made jewelry for other companies before starting her own brand: APM, based on the lifestyle in the south of France. More than forty years later, she has more than 440 stores all over the world. From Hong Kong to Los Angeles.

Since a few months there are also shops in Knokke, Brussels and Bruges. A few days ago, branches were opened in Ghent and Antwerp in the typical APM style – lots of mirrors, dark blue walls and sparkling earrings, necklaces, bracelets and rings.

“The necklace with the bear is part of our permanent collection,” says Imani, the face of the new store in Ghent. “We also have temporary collections, based on Morse code, stars and safari animals, among other things. Each collection has its own story.” (Read more below the photos)

The American Eva Longoria and Formula 1 driver Charles Leclerc from Monaco are already fans. They are the face of the brand. Selena Gomez, the American actress and singer, was spotted a few weeks ago with a ring and earrings from APM during an event.

For every budget

The jewelry in the store is made of silver or gold mixed with silver. The diamonds are not real diamonds but zirconium. “We can provide real gold and real diamonds upon request,” says Imani. “We work tailor-made. The second time you come by, we already know your first name. After a year we will call you for your birthday, that’s how personal our approach is.”

Customers can also come by to have dirty jewelry polished. Or to transform their worn jewelry into a new piece of jewelry. “We are available for every budget,” the saleswoman adds. “We have earrings for 60 euros, but also a necklace for 600 euros. Everyone is welcome here.”

INFO: APM, Brabantdam 25, 9000 Ghent. Open from Monday to Saturday from 10 am to 6 pm.