Aurélie Bidermann Poiray

PARIS — Jewelry designer Aurélie Bidermann has been named artistic director of French jeweler and watchmaker Poiray.

She remains creative director of her signature jewelry brand, which she founded in 2004.

Perhaps best known for its Ma Première watch and penchant for colors and gemstones, Poiray did not indicate when Bidermann might reveal her first designs.

Benjamin Lobel, Poiray’s associate managing director, said Bidermann would “take our core values on board and develop them in tune with the changing times.” He described the brand as one that embodies “eternal Parisian chic” and a “young, cheerful and open-minded vision of luxury.”

The appointment is the latest expansion move for Bidermann, who last year received a capital injection from an unnamed private investment fund that allowed her to bolster management, enlarge her collection and open a second New York store. She also has a unit on the Left Bank of Paris.

According to sources, the investor is AMS Industries, which also holds stakes in Poiray and the fashion chain Tara Jarmon.

Bidermann was traveling Thursday and could not be reached for comment.

She lives between New York and Paris and counts Beyoncé, Naomi Watts and Jessica Chastain among her celebrity clients.

Bidermann’s signature collection is sold at retailers including Barneys New York, Saks Fifth Avenue, The Webster, Jeffrey, Le Bon Marché and Net-a-porter.com.

“We want to accelerate our growth while retaining a high degree of control,” Bidermann said in an interview last year. “Five years from now, we want to have stores in major cities, but in specific locations that remain exclusive. We want to become more universal and not remain too elitist, while taking great care with the brand so that it remains very luxurious. In fact, the development is organic — accelerated but organic.”

Founded in 1975, Poiray prides itself on mixing the established codes of the Place Vendôme with modernity.

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