On any given afternoon it’s standing-room only inside Edouard Nahum’s namesake Rue Faubourg Poisonniere jewelry atelier. Perched on cushy benches and crammed against glass cases of Audemars Piquet Royal Oak and Van Der Bauwede Magnum GT watches are cadres of Dior saddlebag-toting princesses pawing diamond-lined velvet trays. What’s responsible for the melée in this tiny diamond bodega in a city steeped in haute joaillerie brands such as Cartier and Chopard? Price? Perhaps, but 5000 euro white gold and diamond pendants aren’t considered cheap. Service? Cappuccinos and mineral water are offered but the staff is a prickly bunch prone to indiscriminate elbowing to make room for incoming customers. Then what’s the draw? Nahum-branded Pretty Diamonds with les interchangeables. Translation: watch style bracelets with multi-carat diamond facade sporting interchangeable straps like denim, satin and croc. Diamonds for everyday are doing brisk business.

Photo: Hagay Elle