Entrepreneur Nicole Steel is on a mission to combine old-world craftsmanship with Web3 technology, in an effort to fight counterfeiting and get more people on board with blockchain by speaking their language.
On Tuesday night during Paris Haute Couture Week, she unveiled a collection of luxury connected cuffs for the Apple Watch, the latest product offering from La Maison Steel, the brand she founded in 2019.
Her “born on blockchain” SmrtKuffs — which start at $290 — range from entry-level leathers from French tanneries through exotics, all the way to a limited edition, made-to-order high jewelry version made by a Paris-based atelier.
Another look at the SmrtKuff accessory for Apple Watch. Image: François Goize
That rendition contains more than 400 VVS diamonds totaling 2.5 carats, set in white gold palladium and requires approximately 136 hours of handwork. The cuffs are designed so that Apple’s smartwatch can be worn under the wrist, so your messages aren’t visible to everyone.
Each smartwatch accessory features an integrated NFC chip that allows users to access both a digital ID and provenance information, secured via a NFT on PolygonAn Ethereum scalable network.
As for exotic leathers, all certified by the International Crocodilians Farmers Association, the digital passports contain the CITES certification of a product, ie the additional permit required for trade with certain species, guaranteeing sustainability and traceability.
“I like old-fashioned craftsmanship and luxury, but I wanted to connect it with blockchain technology and the value that brings,” said Steel, the former real estate investment analyst, who cited concerns about the global counterfeiting market as the origin of the idea.
“I really want to be part of that solution,” she said. In fact, the area has always proved interesting – the subject of Steel’s senior thesis was international money laundering.
Steel’s presentation in Paris also introduced the limited edition bag line, which started her own blockchain brand. The bags start at just $10,000 each. Like the SmrtKuffs, they are also NFC chip enabled, and the most exclusive bags are sold with additional NFT digital twins.
Steel was motivated by a combination of aesthetics and pragmatism. While she’s “obsessed with data” and has always been a fan of wearable smart devices, Steel was “absolutely offended by the look of it,” she shared. Decrypt.
She was also aware of the need to connect more people – especially women – to blockchain technology.
Another look at the SmrtKuff accessory for Apple Watch. Image: François Goize
“I wanted to put people at ease by speaking their language,” she said. “People shut down if it’s not on their terms, so I thought why not just slide it in? You scan the NFC chip just like you would a menu.”
This is why she partially targets Apple Watch owners who already have some degree of tech savvy. The other reason, of course, is Apple’s dominance of the smartwatch market with more than 200 million units sold to date, she notes.
The fact that the digital IDs are also Apple Wallet compatible means it’s not such a big jump for people who are already used to having credit cards or Web2 loyalty cards there.
La Maison Steel’s Paris Haute Couture Week launch event took place at Le Bristol in Paris. Earlier last year, the Oetker Group boutique hotel dropped Le Bristol Unlocked, its own exclusive NFT collection.
Ownership unlocks experiences that can’t be bought in gastronomy and hospitality, along with perks like access to the hotel’s rooftop pool usually reserved for guests, plus secret menus from the Michelin-starred chef. chef Eric Frechon. Le Bristol teamed up with French startup metav.rs to launch the project.
The choice of location was actually a coincidence, said Steel, who was unaware of Le Bristol’s move. She attributes it to serendipity, but plans to explore synergies with the team in the future.