Alphabeta was born in 2009 from the three passions of its creator, Segolene Savoff: Contemporary art, Vintage and Psychoanalysis. Her delicate jewellery is personal and non-intrusive. An effortless style inspired by folk rock icons such as Patti Smith. Her first 10 piece collection was immediatly noticed by the world renowned fashion concept store Merci that encouraged her to take Alphabeta to the next level. Since then, each collection is a chance for Segolene Savoff to reinvent and offer her vision of arty must haves that she would have liked to inherit.