Louis Gerard, formerly of Van Cleef & Arpels, founded the firm of M. Gerard in 1968 at 8 Avenue Montaigne in Paris. Within nine years, he was cited as the largest French exporter of fine jewellery. In November 1985, he sold the company to a group of American investors but continued to operate it until his retirement when it closed its doors. In September 1988, Louis Gerard reopenened the firm at 16 Avenue Montaigne, near its original location, under the name of Louis Gerard, Joaillier International. It closed its doors definitively in December 1991.