Messika protects its jewelry with Serenity: a new standard in luxury jewelry

Paris-based Messika innovates with the launch of “Messika’s Serenity”, an exclusive free replacement service in the event of theft. An initiative that strengthens customer confidence and overturns industry practices.

From September 15, 2025, the Messika jewelry house, founded in Paris by Valérie Messika, will offer a unique service called “Messika’s Serenity”. This will enable customers to benefit from free replacement of their stolen jewelry – up to a limit of 100,000 euros – for two years after purchase, provided the purchase was made in a French boutique.

In a luxury world often cautious about post-purchase guarantees, this decision marks a breakthrough. Messika, which celebrates its 20th anniversary this year, is demonstrating its ability to evolve with modern expectations: security, digitalization and made-to-measure service.

Top-of-the-range service designed with customers in mind

This service is the fruit of a partnership with GRACE, a Franco-Swiss start-up specializing in digital protection. The entire process is digitized: the customer activates the warranty via a QR code on the authenticity card, then declares the incident online at any time. A dedicated concierge then accompanies the buyer throughout the process.

Far from being a simple insurance extension, “Messika’s Serenity” has established itself as a luxury service in its own right, aligned with the standards of premium customers. This innovation strengthens the emotional attachment to the brand and contributes to its reputation as a modern, reliable jewellery house.

A strategy embedded in an innovative ecosystem

Messika’s commitment to innovation is nothing new. Last December, the house had already struck hard by adopting crypto-currency payments thanks to a partnership with Lunu Pay. A daring but logical choice, in line with its desire to anticipate the emerging uses of luxury goods.

Since its creation in 2005, Messika has established itself as a major player in the sector, with 90 boutiques worldwide and over 550 multi-brand out lets in more than 85 countries. Most recently, it even opened a boutique in New Delhi, in the ultra-luxurious The Chanakya shopping mall.

Added value for Parisian customers

In Paris, where the wearing of luxury jewelry in the public space can generate a certain amount of apprehension, this guarantee provides a concrete response to a very real problem. In a city where snatch-and-grab thefts can target watches and necklaces, this integrated insurance policy may allow some customers to wear their jewelry with greater freedom.

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