Van Cleef & Arpels heralded the geometric style in their jewellery in the first half of the 1930's with such designs as the "Ludo" bracelet. Introduced in 1934, this bracelet was composed of rows of polished gold plates, placed side by side like a brick wall. Made up of small articulated hexagonal plates into which a gemstone has been set in a star setting, known as serti etoile, this model was called the à ruche, or beehive pattern.