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France: Special Report- By Victoria Townsend – Arabian Watches & Jewellery Magazine
Special Interview: Pierre Bouissou, President and CEO of Boucheron
1. Please tell us briefly about the highlights of the new Boucheron High Jewelry collection and the importance for Boucheron to base it upon "Dreams of Elsewhere" ("Rêve d'Ailleurs")
Our new High Jewelry “Rêve d’ailleurs” is based on Boucheron's history and its relationship with other countries and cultures. The creations are divided into 5 chapters, 5 “Ailleurs” molded upon our connections with Indian Maharajas, Russian Tsars, Persian Shahs and Japanese nobility. These cultures and their treasures have inspired some of our most significant work throughout its 156 years of heritage. It's this connection between cultures - this foreign-ness - that inspired the Dreams of Elsewhere collection.
2. What are the current jewelry trends (e.g. and these are only examples, please feel free to add/eliminate) : colours of precious metals and stones, use of semi-precious stones, ways of wearing jewelry, jewelry conceived to be worn differently) and how does Boucheron incorporate these into this collection?
Boucheron has always been an innovator, be it in materials used or in ways of wearing the creations. It is in our DNA to set trends and to create the classics of tomorrow. Indeed, the rock crystal for example has been used in our collections since the very beginning of the Maison Boucheron. In our archives, we can also find many necklaces that can be worn as tiaras, or pendants that transform into brooches etc… More recently, the Quatre collection, launched ten years ago now, was already designed to be stacked and worn depending your mood or lifestyle!
3. This collection will be shown at the "Biennale des Antiquaires" in Paris in Sept 2014. What is the importance of presenting a High Jewellery collection at the Biennale, initially known for its antique books, paintings, sculptures, etc.
The Biennale is an incredible place to show our heritage, know-how and creativity and we have been associated with this event since its very beginning in 1964.
For us, it is a perfect place to showcase and promote our 156 years of expertise and creativity to the public, and the connoisseurs.
4. Please tell us generally about your expansion plans for the Middle East, and in particular in Qatar.
Boucheron has been developing in the very key region of Middle East for nearly ten years. Since the opening of its first boutique in Dubai in 2005, there are now five boutiques, and several corners which provide access to the Maison’s creations in this region. After opening shops in the cities of Beirut and Doha, the Maison opened its new boutique in Abu Dhabi in December, implementing the new graphic identity and the new concept store.
For the seventh year running, the Maison took part in the Doha Jewelry and Watches Expo in Qatar, in February and will be part of the next edition next year with a new booth based on our new identity.
Boucheron presented its “Dreams of Elsewhere” collection “filled with beauty, emotion and poetry”, representing “an international journey through (our) history”…Inspired by five destinations: Treasure of Persia; Shores of Japan, Splendors of Russia, Flowers of India, and Chinese Ink Brush, each chapter of this collection reflected its dream of origin, with breathtaking pieces composed of diamonds, sapphires, rock crystal, chalcedony…
* Correction: The image used in the previous newsletter was not a Boucheron piece; it was placed there incorrectly due to a technical error. The above image is the correct image. Stay tuned to more information about the previously displayed piece.
More from new jewellery collections presented in Paris
Fine jewellery artist Cindy Chao exposed her Black Label Masterpiece “Ballerina Butterfly” that will be auctioned at Sotheby’s in Hong Kong in October. This year’s Butterfly is constructed on a titanium and 18 karat gold body, and features a cushion-cut fancy brown diamond of 26.27 carats, 3 rough brown diamond slices weighing 47.71 carats, 3 pieces of conch pearls, 4,698 diamonds and fancy-coloured diamonds weighing 98.09 carats in total.
Net proceeds from the sale will go to the New York City Ballet. With annual ‘Butterfly’ creations since 2008, her 2009 “Royal Butterfly” is on display at the Smithsonian Institute in Washington D.C.
Her creations resemble sculptures as much as pieces of jewellery, merging rare gemstones with innovative designs. The White Label collection based on the same design concepts and principles, offers an alternative to the exclusivity of her Black Label Masterpieces. Her jewelry can be seen in museums, at auctions, and in private exhibitions around the world.
Haute Couture Week in July 2014 saw not just an increase in the number of jewelry brands eager to present their latest collections; it was also witness to unsurpassed levels of creativity, irreproachable technique, and exceptional stones that truly raise Haute Joaillerie to the state of art.