Our philosophy

Respect for tradition is very close to our heart. Quality leather goods are rare and precious. They are a work of art that deserves to be preserved.

We believe in quality rather than quantity when it comes to consumer products. If treated lovingly, leather goods will remain in perfect condition and only changes in fashion may entice you to acquire new leather goods.

The group

Saphir Médaille d’Or is part of the  AVEL company founded in 1977 by Alexandre Moura. It belongs to the family group ALMA F.R.C. During the past decade, in order to complete its range and to access different market segments, ALMA F.R.C.  has acquired specific companies with in-depth knowledge of the product and recognised brands such as TarragoShoe-eze, Debe, La Cordonnerie Anglais e and Dasco.

A global targeted acquisition policy has allowed ALMA F.R.C. to combine unparalleled expertise with worldwide brands, the oldest of which was established in 1872 (EPV, Living Heritage Company). Our presence now extends to five continents in more than 80 countries, supported by our best brand ambassadors.

The family

The name AVEL comprises the initials of Marc Moura (current company president), his parents and grandparents Alexandre, Valentine, Edmée et Lucien. Lucien passed on his knowledge to his son Alexandre and instilled in him the value of teamwork. Marc Moura joined the family company after his obtaining in business and management qualifications. He was previously employed by a vast global US corporation.

In 2004, Alexandre passed the leadership to his son Marc. The business has evolved from generation to generation. This creates a strong sense of identity and vision in respect of tradition and family values that have been transmitted for three generations.


From plants with superpowers to bees providing sustainable ingredients, we achieve unparalleled results. Our products are created with innovative integrity. Our uncompromising demand for quality yields the superior textures, brilliant colours and revolutionary formulas that have gained our customers’ trust.

“In collaboration with leather-craft makers and in response to a specific demand, we are constantly innovating and creating products.” Brigitte, chemist in Saphir Laboratory.

Environmentally friendly

Saphir Médaille d’Or packaging is 100% recyclable and all our accessories are made from natural elements such as wood, leather and horse hair. We source our raw materials as close to our factory as possible, and respect social and environmental standards.

We strive to minimise our carbon footprint transporting our goods by sea, rail or road in preference to air, and promote renewable energy.

Commitment to heritage

Saphir Médaille d’Or actively supports the restoration of Château de la Mercerie (  also known as the “small Versailles Charentais”), which is located a few hundred metres from our facility. This rich architectural heritage site had been neglected for years but it has now been restored by a local association charged with preserving this stunning chateau.

Reminiscent of the eccentric, two art connoisseur brothers constructed this remarkable palace that received recognition in the Guinness Book of World Records for the widest facade of the 20th century.

Vision for the future

With its uniquely acquired savoir-faire, French traditional production and use of natural ingredients, Saphir Médaille d’Or is renowned for quality leather care products which beautify and extend the lifespan of your leather goods. We are continually reviewing our range which we hope exceeds the most exacting requirements of shoe care professionals and customers.