chapter I : one
our story
M — H
mon·arch | \ ˈmä-nərk , -ˌnärk \
1: a person who reigns over a kingdom or empire: such as
a: a sovereign ruler
b: a constitutional king or queen
2: one that holds preeminent position or power
cav·i·ar | \ ˈka-vē-ˌär also ˈkä- \
1: processed salted roe of large fish (such as sturgeon)
2: something considered the best of its kind
chapter II : two
our story
Monarch isn’t your regular caviar merchant. Above all, we are a lifestyle brand, conveying our vision of the world through gastronomy, arts, music and avant-garde spirit
Founded by Etienne Segal in London in 2020, Monarch has been inspired by his enthusiasm towards caviar and the poor correlation between price and quality offered on the market nowadays. Our goal is to redefine the value of caviar — both as a lucrative, healthy food and as a symbol of triumph.
chapter III : three
our story
Our caviar is sourced from the leading farms of the world, employing the latest technologies and sustainable working practices. We are well aware of how important quality is to our clients, therefore we maintain a strict quality assurance system
Everything goes back to the experience of savouring the moment, it’s almost like a good cigar is a commitment to a space of time — it’s less about the cigar, it’s more about the time you’re committing yourself to. Because that’s what you’re going to remember, and with caviar it’s much the same
In everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our product perfectly refined, beautifully packaged and fun to eat. And we just happen to make great caviar!
We are keen on collaborating with state-of-the-art restaurants, marketplaces and industry professionals. Get in touch with us if you have any questions or queries, we will be more than happy to assist.
chapter IV : four
our story
Even though we always say that caviar is enjoyed best on its own, it can also be used to add sparkle to any dish you could think of. And of course, we highly encourage our friends to experiment!
Have a look at some of Monarch’s favourite dishes below, and if you dare, give an attempt at recreating those at home.
roasted king crab with white soy and caviar
aged sirloin with creme fraiche and caviar
shrimp tamagoyaki with caviar
grilled wagyu snow beef with caviar
spaghetti with garlic seasoning and caviar
langoustines with seaweed eggcake, pine nut sauce and caviar
baked gold potato with aioli and caviar
caviar egg scramble on toast
chapter V : five
our story
Sturgeon evolved long before the dinosaurs. Their direct ancestors survived the Great Permian Extinction that killed nine out of every 10 species and soon became the dominant, big fish in every major river system in North America and Eurasia. Roughly 150 million years ago, they settled into their current size, shape and physiology and haven’t changed their form much since. Sturgeon typically grow seven to eight feet, weigh as much as 120 kilograms and live up to 150 years.
Back in the day, sturgeon was not a rare fish. It could be found in many places, all in the northern hemisphere. It has long been familiar to man. Its images are carved in the ancient Egyptian temples, and many Greek classics wrote about it. As the famous Roman statesman Cicero complained, sturgeon has always been too pricey because it is hard to catch — a jar of sturgeon meat cost as much as one hundred sheep in the second century B.C.
Sturgeon was also dear in ancient China, where its caviar was enjoyed as early as the tenth century. The British kings of the middle ages reserved all the sturgeon for their own consumption and knighted it the "Royal Fish", set aside solely for royalty. However, it was the Persians who first prepared and tasted sturgeon roe — the word caviar actually comes from the Persian word "khav-yar" which means "cake of strength", because the people of Persia attributed many medicinal powers to caviar. As time progressed, the caviar culture spread to all countries across Europe, and was prized by nearly every culture.
Sturgeons were declared to be a royal fish under a statute dating back to 1324 by King Edward II of England. Technically, the British monarchy still owns all sturgeons, whales, and dolphins that inhabit the waters around England and Wales. Under the law of the United Kingdom, any sturgeons captured within the realm are personal property of the Monarch
chapter VI : six
our story
Monarch has created playlists on Spotify and Apple Music, showcasing the brand’s thematics and inspirations. Every Friday, we share our "track of the week" via Facebook and Instagram. Tune in day and night, enjoy to the fullest — works perfectly combined with a few drinks and a spoon or two of caviar
