Tabayer has appointed Maxim de Turckheim as its new CEO, signaling a bold commitment to expanding the fine jewelry brand while keeping sustainability at its core. De Turckheim, who brings a wealth of experience in both luxury e-commerce and high-end goods, is poised to guide the company through its next phase of growth.
Since its inception in 2021 by Nigora Tokhtabayeva, Tabayer has quickly established itself with its Oera collection—minimalist, sculptural jewelry crafted from smooth, tubular gold that tapers to sharp, knife-edge points. Tokhtabayeva, who comes from a background in architecture and science, has infused her designs with a systematic, pragmatic approach that emphasizes clean, wearable elegance.
De Turckheim’s appointment brings significant credibility to the brand, especially in a competitive market where trust and reputation are paramount. His extensive experience in online luxury retail is expected to propel Tabayer’s retail strategy to the forefront of the industry, combining sleek design with cutting-edge e-commerce solutions. Tabayer’s ability to challenge established industry giants like Cartier and Tiffany will be strengthened under his leadership.
Born in France, educated in England, and with a degree in anthropology from the U.S., De Turckheim’s career trajectory has been anything but conventional. A self-described “non-linear” path, he began his journey as a key opinion leader in watches and jewelry before joining Longines, where he eventually rose to the role of brand director in the UK. In the early 2010s, he was recruited by the Swatch Group to develop e-commerce strategies for Longines, navigating the nascent world of online luxury retail and helping establish the Swiss brand in the digital marketplace.
De Turckheim’s expertise didn’t go unnoticed. He was later hired by Farfetch to launch its luxury watch business, and his success in attracting prestigious brands helped expand the platform’s offerings to include vintage timepieces. His career also saw him play a pivotal role in the development of Mr Porter, where he led the watch department and successfully introduced a men’s jewelry category—a move that proved timely as the COVID-19 pandemic sparked a surge in watch sales.
Now at the helm of Tabayer, De Turckheim is tasked with expanding the brand’s reach, which currently spans 35 retail points of sale. He envisions an ambitious future, focusing on direct sales and growing Tabayer’s presence in high-profile retailers like Le Bon Marché, Net-A-Porter, Dover Street Market, and Al Tayer Dubai. The brand also marked a milestone with a successful residency at Bergdorf Goodman in New York.
In early 2025, Tabayer will debut its first men’s jewelry line in collaboration with Mr Porter. Further plans for 2025 include an exclusive by-appointment showroom in New York, a special exhibition at Dover Street Market in London, and the continued expansion of its ethical product offerings.
Tabayer is the first jeweler to be named a Fairmined gold ambassador, a role that reflects De Turckheim’s deep commitment to sustainability. “We want to leave the world better than we found it,” he says, emphasizing the brand’s dedication to fair pricing for responsibly sourced products that improve the lives of gold miners and their families. Tabayer’s social mission is central to its brand identity, which is built around the symbol of protection—not only for the wearer but for the earth and the people who create its treasures.
The company is also working toward B Corp certification and plans to visit a Fairmined gold project in Ecuador to further its commitment to ethical sourcing. With De Turckheim at the helm, Tabayer’s future looks poised for sustainable growth, design excellence, and continued success in the competitive world of luxury jewelry.
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