Written by Nia Bowers
In a world that equates perfection with worth, Ethos CotedAzur finds beauty in the irregular forms of pearls – baroque pearls. Founded on the belief in authenticity and imperfection, the brand reimagines the pearl not as a symbol of uniformity, but as a reflection of individuality.
Rethinking Perfection Through Baroque Pearls
Baroque pearls form naturally, shaped by time and movement. Less than five percent of all pearls are perfectly round, yet these captivating, irregular forms have long been overlooked in favor of the idealized, symmetrical kind. Ethos CotedAzur challenges that idea. To the brand, these pearls are not imperfect; they are extraordinary, shaped by nature in ways that cannot be replicated.“Imperfection isn’t the opposite of beauty,” says the brand team. “It’s the essence of it.”
The Philosophy Behind Ethos
The philosophy behind Ethos speaks to how we see ourselves in a world that rewards conformity. Society has long taught us to pursue flawlessness and soften what makes us different. Yet what we call imperfection is often just individuality, a trace of how we’ve been shaped, like the surface of each baroque pearl.Ethos offers a quiet shift in perspective. It challenges the idea that beauty must fit a pattern or follow expectations. To the brand, imperfection isn’t something to hide but something to embrace. Beauty already exists within the irregular, the unfinished, the real.
Côte d’Azur Charm
Each design in the collection reflects this belief. The settings in gold or silver tones highlight rather than conceal the organic contours of each pearl. The result feels effortless and quietly striking, made to be worn every day, to move with the person who wears it.The brand embodies the quiet effortlessness of the Côte d’Azur, a sense of calm that lingers whether you’re on vacation or simply pausing in your day. Its aesthetic carries a soft vacation spirit: sunlight over linen, sea-washed tones, and the warmth of unhurried moments. Ethos captures that feeling of presence, turning everyday moments into something that feels like a vacation.
From Ethos to Your Ethos
Ethos CotedAzur stands apart from traditional pearl houses by rejecting the pursuit of uniformity. Instead, it builds an identity around individuality and emotional connection. Each piece serves as a quiet reminder that imperfection is not a flaw to fix but a beauty to embrace.In a culture that celebrates the perfect image, the pearls from Ethos tell a different story : one that values the irregular, the unfiltered, and the deeply human. From Ethos the brand to your own ethos, the message stays the same: what defines us is not perfection, but everything we already are.
