Chanel introduced a line of jewellery that was a conceptual innovation, as her designs and materials incorporated both costume jewellery and fine gem stones. This was revolutionary in an era when jewellery was strictly categorized into either fine or costume jewellery. Her inspirations were global, often inspired by design traditions of the Orient and Egypt. Wealthy clients who did not wish to impress others.
In 1933, designer Paul Iribe collaborated with Chanel in the creation of extravagant jewellery pieces commissioned by the International Guild of Diamond Merchants. The collection, executed exclusively in diamonds and platinum, was exhibited for public viewing and drew a large audience; some 3,000 attendees were recorded in a one-month period.
As an antidote for vrais bijoux en toc, the obsession with costly, fine jewels, Chanel turned costume jewellery into a coveted accessory—especially when worn in grand displays, as she did. Originally inspired by the opulent jewels and pearls given to her by aristocratic lovers, Chanel raided her own jewel vault and partnered with Duke Fulco di Verdura to launch a House of Chanel jewellery line. A white enameled cuff featuring a jeweled Maltese cross was Chanel's personal favourite; it has become an icon of the Verdura–Chanel collaboration. The fashionable and wealthy loved the creations and made the line wildly successful. Chanel said, "It's disgusting to walk around with millions around the neck because one happens to be rich. I only like fake jewellery ... because it's provocative."