Our Story

L'Atelier Paris

The fine watch and jewellery boutique is located in Umhlanga's Oceans Mall. Inside it embodies a Parisian apartment, evoking the 1920s' elegance French art de vivre and French savoir faire. Meticulously designed, it offers a unique shopping experience for each maison represented, reflecting our commitment to excellence. L’Atelier Paris goes beyond transactions; it's an intimate space where art, champagne, and discussions flow freely. Our story showcases the power of dreams and determination, exemplifying that luxury is a way of life when passion meets opportunity. We proudly represent: Cartier, Tag Heuer, Breitling, Longines, Herbelin, Fred, Messika and Lepage. 

Our Origin

In 2023, L’Atelier Paris was born as a dream to redefine luxury, blending African opulence with French flair. Founder Jean-Philippe Avenel's journey began in France. Jean-Phillippe carried this love and passion until he eventually joined Cartier in France and then moved to work for the jeweller in South Africa. He fell in love with Umhlanga in Durban which reminded him of the French Riviera and decided to open the flagship boutique.