Boucheron, the luxury jeweler has recently celebrated its 160th anniversary and in what style!
The new Boucheron boutique is presented as a totally original concept with matching philosophy – the creation for its customers of a truly exclusive and memorable shopping experience. Customers enter the new Boucheron boutique in a fabulously restored hotel at 26 Place Vendome, which now includes sublimely decorated and luxurious VIP apartments next to the new Boucheron studio where clients and guests are welcomed to enjoy a moment in history.
They can not only discover the gorgeous reception rooms and suites and also experience a unique moment of relaxation enjoying food, drink and even the opportunity to sleep in the apartment.
We took the opportunity to experience the luxury of the suite first hand during our cover shoot and found the DNA that made Boucheron a by-word for quality and service and is now stronger with jewellery creations moving far beyond the traditional methods typically used to marry gemstones with precious metals.
Boucheron is set to make a powerful and lasting impression in its re-imagined home setting new standards in tradition and modernity with every customer visit an experiential occasion. This amazing experience has brought the Maison’s jewellery and watch collections into another league and set a standard for the rest to follow. We took this opportunity to interview Claire Choisne the Creative Director of Boucheron
How does it feel like to be the Creative Director of Boucheron which is such an iconic jewellery house?
For me as a Jeweler before being a designer, working at the head of the creation of a house in the Place Vendome is the Holy Grail! It is a pleasure with real pride to work for the first great contemporary Jeweler in its newly opened boutique on Place Vendôme
What was it that appealed to you about working for Boucheron?
The freedom to create is probably what appealed to me the most, Frédéric Boucheron, who was a visionary already, had this freedom and thanks to the CEO of Boucheron it was given to me. Also being able to go to deep into the 160 years of archives of the house is something I feel passionate about for me
What inspires your designs and process?
Every year for the High Jewellery collection we start by searching a theme, there is no precise rules but I always intend to find a link with the House. What is magical is that Boucheron has never tightened its stylistic theme so we can work on a lot different themes. When we design a collection, the inspiration is very personal. It’s like a dream which we try to make it into a reality through the jewels. We are telling a story, refusing to set ourselves limits. Every time I am excited to see how far the new collection can go, whether through the use of innovative techniques or unexpected materials, or through the introduction of new ways of wearing the jewellery
What is your vision of high jewellery for the future?
Boucheron is a story that runs through time and we are adding a stone to the edifice. We respect the archives of the Maison, the vision will not change and we will follow the same philosophy: the freedom to create to give women and men the freedom to wear!
What are the challenges that you face in creativity and innovation?
Do not give in to the easy route and always be motivated to look for innovative solutions to achieve my dreams. Being a Jeweler is ideal because it demands you to know the technical constraints and to find the ideas to overcome them.
How do you keep the DNA of the jewellery brand while creating new designs using original combinations of materials?
It’s all about finding the right balance – between being inspired by techniques and fabrics from the past with a contemporary vision
By Suna Ahmed
