The French Riviera has long attracted artists and wealthy visitors, drawn by its distinctive light and colours. Independent jewellers such as Olivia Seitz and George Radic are building businesses along the Côte d'Azur, operating alongside global luxury houses. Francesca Donà, based in Saint-Tropez, creates pieces inspired by local art, using colours reflecting the sea and sky.

Her boutique in La Ponche attracts an international clientele, with roughly 75 per cent of customers being tourists, primarily American. In Nice, D1928, founded by Seitz and her mother, focuses on pearl collections named after local landmarks like Coco Beach. Both designers navigate high rents and seasonal demand, leveraging their unique aesthetic to attract visitors seeking alternatives to mainstream boutiques.

Their success relies on blending local inspiration with the region's affluent tourist market.