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Pierre Bouissou is the newly-appointed Chief Executive of renowned and respected French fashion and jewellery house Boucheron. Taking reins nearly 8 months ago, Bouissou is passionate about taking the brand to new prominence and stature.
Impressed with the Middle East aficionados of jewellery, Bouissou is happy with its current partner Bader al Darwish for its passion for the brand. Bouissou talks to Arabian Watches and Jewellery Magazine to share insight and what brand stands for. Below are excerpts from the interview:
Since you came onboard, how does it feel to manage a brand like Boucheron?
It’s a fabulous challenge. I am really proud to work for Boucheron and present a good strategy for the brand.
We have our history, the heritage and the know-how; there’re a lot of brands in the market for high-end jewellery originating from fashion industry. We started designing our jewellery in 1858 when Frederic Boucheron launched the brand. We have the know-how and have our signature pieces and brand. Boucheron has strong potential with different expertise from design and craftsmanship. I am really proud, really proud to be part of this.
You mentioned all the famous brands that have sustained their names and legacies. For Boucheron, how do you maintain and keep those standards?
We have the qualification, the heritage and a code for the brand… for example like our ring (famous ring, he listed the components) which is the signature of Boucheron. The combination of the material, design and craftsmanship represent our brand. We develop new and unique pieces that become representatives of the brand and signature pieces.
How significant is the Middle East for your brand and how is it performing?
We launched the brand in Doha a few months ago, for me it’s a very important market; a lot of people know Boucheron, trust Boucheron and know the unique designs because we have designed for the royalty.
The Middle East buyers are educated about the jewellery. I am really impressed how well they know the stones, the finish and the designs. They have very good education about the jewellery. It’s perfect for me because we can communicate the heritage and they understand and know it.
Is your brand available in markets other than Doha and where do you plan to expand?
We are open in Dubai, Beirut and Abu Dhabi’s Etihad Towers. Next will be Jeddah and Riyadh; we will open in Kuwait if we have an opportunity. Slowly and steadily, the important thing is to establish the brand with strong value and DNA.
How is your brand performing in the region?
It’s a different brand for the women - different from the men. You can only see the accessories on the hands and shoes, so our brand is performing very well and I am very happy.
Will you create a collection inspired from this region?
It’s a very good idea but not yet. We already have a high-end jewellery collection and we pick the pieces that we think will work best in the Middle East.
Regarding your watches, do you plan to develop your own movement?
Not yet. We had a very strong launch in 1947 module and we will re-launch this module now in 2012-2013 and focus on communicating this module.
Will it be unveiled at Basel?
It’s a product they have available in Doha; and will also take it to Basel. For jewellery, we’ll have specific high-end jewellery editions but nothing new. I think we’ll do much better in 2013; I just arrived 8 months ago and need time to present new products.
How did Boucheron fare at Doha Jewellery and Watches Exhibition?
It started amazingly good for us. I think we are lucky in Doha because we have the right partners. Bader al Darwish is more than a partner and I am happy to develop this market with him; they understand everything about the brand and have the passion for it; I want to work with people like them.
Please describe the profile of the lady that would wear your brand?
She has a strong personality, she knows what she wants, she knows the right product for her, and she is the decision-maker! I love this product because it’s not common, she is not common, she decides!
It’s a strong product and unique like her. Our products are pieces of art and designed and made like pieces of art.
Anything new you would like to add?
It’s unique brand and enjoys strong heritage dedicated for consumers.