Boucheron

Summary

Boucheron, established in 1858 by Frédéric Boucheron, is a prestigious French luxury jewelry and watch brand renowned for its exceptional craftsmanship, innovative designs, and timeless elegance. Based in the historic Place Vendôme in Paris, Boucheron has become synonymous with sophistication and artistry, offering an exquisite collection of fine jewellery, timepieces, and perfumes that combine tradition with contemporary aesthetics. The brand’s iconic creations, such as the Serpent Bohème and Quatre collections, showcase its expertise in gemstones and metals, appealing to discerning clients worldwide. As a pioneer in the jewellery world, Boucheron continues to redefine luxury through its commitment to excellence and creativity. Today, it is part of global luxury group Kering.

History

The House of Boucheron was founded as a family business by Frederic Boucheron in 1858. In 1867 he won the Gold Medal during Exposition Universelle and there was no looking back. Avant-garde and modern- Boucheron liberated both the jewellery and the women who wore it.. without resorting to ideology. He became the jeweller of free and independent women. In 1878 the Russian Prince Felix Youssoupoff purchased a corsage encrusted with six diamond bows.

In 1909 Frédéric Boucheron’s son Louis traveled to India. Inspired by the mystique of Rajasthan.. Claire Choisne created “Bleu de Jodhpur”. Per Forbes: “..daring and unusual materials like sand and marble never used before in high jewellery – yes, the very same soft, milky-white Makrana marble known for its exceptional radiance extracted from the quarries in Jodhpur, which was used for the construction of the Taj Mahal in Agra back in 1631. Thus we find the majesty of Jodhpur’s traditional palaces… and the modernity of Art Deco architecture… in Boucheron’s new haute joaillerie collection that is a blend of ancestral traditions and contemporary design…”

In 1893 Frédéric Boucheron was the first of the great contemporary jewellers to open a boutique on Place Vendôme because it was the sunniest corner of the square and he believed that the diamonds in the windows would sparkle brilliantly. Paul Legrand- chief designer- The House of Boucheron is credited with the design aesthetic of combining pearls with diamond rondelles- in 1889. Boucheron also developed a clasp-less necklace which was part of its show that won Grand Prix for Outstanding Innovation in a Jewellery Collection at the 1889 World Fair. Legrand was also influential in the design of “Plume de Paon” which was featured in Point d’ Interrogation necklace bought by Grand Duke Alexei Alexandrovich Romanov.

In 1921 Boucheron was commissioned to make a tiara for Lady Greville which was later gifted to Queen Elizabeth. Her grandson Prince Charles passed the tiara on to his wife Camilla- Duchess of Cornwall. In addition to Czar Alexander III.. royal patrons of Boucheron have included Maharajah Sir Bhupinder Singh of Patiala, Riza Shah Pahlevi, Queen Farida of Egypt and Queen Rania of Jordan. Of these the most notable was In 1928 when the Maharaja of Patiala came to Boucheron with 7,571 diamonds and 1,432 emeralds to be set into one hundred and forty nine truly exceptional pieces of jewellery. This was the first time a jewellery Maison received such a staggering order.. In 1930 the Boucheron family was named Official Guardian of the Imperial Treasure of Persia by The Shah of Iran.

Boucheron is celebrated for several milestone collections — the fine jewellery brand collaborated with Waterman Paris to produce limited edition pens with an 18K solid gold nib and blue translucent Resin body.. Boucheron and iconic fashion designer Alexander McQueen collaborated to create a limited-edition Novak bag that incorporated the snake motif of Boucheron’s ‘Trouble’. The beginning of a collaboration between Boucheron and Swiss watchmaker Girard-Perregaux witnessed ‘LadyHawk Tourbillon’ and limited edition Boucheron tribute watch. Amongst the most notable… in a joint venture with mobile phone brand Vertu… Boucheron created the world’s first High Jewellery limited edition mobile phone crafted with gold and precious gem stones!!

Expansion was on the cards. In 1893 Boucheron opened a boutique in Moscow and later shifted to Saint Petersburg in 1911. In 1903 a store in London and an office in New York. More store openings followed in Japan in 1973, Shanghai and Dubai in 2005 and Hong Kong and Kuala Lumpur in 2006. The luxury jewellery brand diversified into jewellery. Per Vanity Fair: “…the French jewelry house created a new fragrance “Boucheron Place Vendôm” featuring rich notes of orange blossom, jasmine, honey, and cedarwood, which evoke the feeling of young love—the kind everyone wants to bottle.”

Following the death of its founder Frédéric Boucheron in 1902 his descendants took over the family business. In 1994 the luxury brand was acquired by Schweizerhall and resold to Gucci Group NV in 2000 for reported $145 million- and again resold to PPR in 2004. Boucheron today makes watches, fine jewellery and licenses its marque for perfumes created, produced and distributed under license by Interparfums. It has thirty-four boutiques worldwide and an e-commerce website.

In 2015 Paris-based apparel and accessories conglomerate Kering- which owns Bucheron- announced that Hélène Poulit-Duquesne had been appointed chief executive officer of Boucheron. Poulit-Duquesne reports to Albert Bensoussan- CEO- Kering Luxury – Watches and Jewellery. Boucheron was in the headlines when Creative Director Claire Choisne transformed Art Deco designs onto contemporary jewellery. Per Vogue: “The mix of purity and opulence is why it remains so timeless” she says. The lavish detail of gradated diamonds in one of Choisne’s favourite pieces in the collection- the Lavallière Diamants necklace is kept in check with pure lines and a strict monochrome scheme of white diamonds and gold and black onyx and lacquer…”

For the first time, a jeweller at Place Vendôme is directed by two women — Hélène Poulit-Duquesne, CEO and Claire Choisne, Creative Director. The luxury jewellery brand continues its upward trajectory. In 2019 a black-tie dinner was hosted to celebrate the renovated Boucheron boutique in Place Vendôm. Per Bof: “shoppers who enter the restored eighteenth-century mansion- which reopened this week after a sweeping restoration by parent Kering SA- can slip out with their purchases through a secret door through the lacquered panels of a Chinese-inspired selling room. High rollers who prefer to stay might even be invited to sleep in a VIP guest suite — operated by the Paris Ritz, no less — featuring views of the Eiffel Tower from the bathtub.”

Vision

Maison Boucheron’s founder Frédéric Boucheron was a pioneer and trailblazer in the world of High Jewellery. Frédéric’s visionary approach redefined traditional norms, establishing a legacy of creativity and originality that remains a core element of the luxury brand’s identity. His forward-thinking designs challenged the boundaries of his era, a philosophy that continues to influence Boucheron’s direction today.

Boucheron’s design team embraces this spirit of progress, placing innovation at the center of their creative processes. While deeply connected to their heritage, they focus on constantly evolving and pushing the limits of jewellery craftsmanship. Their work is a seamless blend of the classic and the contemporary, demonstrating a commitment to redefining what luxury jewellery can be, while maintaining respect for their iconic past.

By looking to the future for inspiration, Boucheron creates collections that not only pay homage to its storied legacy but also break new ground in terms of creativity and design. This forward-thinking ethos allows the brand to unlock limitless possibilities, crafting pieces that are as timeless as they are cutting-edge. Through this unique fusion of tradition and innovation, Boucheron continues to lead in the ever-evolving world of High Jewellery.

Mission Statement

Boucheron is dedicated to crafting exquisite pieces of jewellery while upholding the highest standards of ethical responsibility. Their mission is rooted in a firm commitment to transparency and integrity across every stage of the production process. From the sourcing of raw materials to the skilled craftsmanship involved in the creation of each piece, Boucheron ensures that its operations respect both human rights and the environment. By partnering with suppliers who adhere to fair labor practices and utilizing sustainable materials, Boucheron guarantees that their creations not only exude luxury but also align with a vision of responsible luxury.

To be ethical and transparent throughout the production process is more than just a guiding principle for Boucheron; it is a fundamental pillar of their brand identity. The maison strives to build trust with their clientele by providing detailed information about the origin of their materials, such as ethically sourced diamonds and sustainably mined gold. Their mission reflects a modern approach to luxury, where quality craftsmanship is paired with accountability, ensuring that every step in the process is as ethical as it is artistic. Boucheron’s commitment to these values allows them to stand at the forefront of the industry, creating a model for others to follow in the pursuit of responsible luxury.

Products and Services

Boucheron, renowned for its legacy of excellence in High Jewellery, has expanded its collections to include a diverse portfolio of luxury products. Today, the Maison creates exquisite watches and fine jewelry that uphold the highest standards of craftsmanship, blending artistic innovation with timeless elegance. Each piece is a testament to Boucheron’s heritage, reflecting a dedication to pushing the boundaries of design while staying rooted in its rich history.

For the 2024 high jewellery collection, be it medals, buttons, embroideries, or aiguillettes, Claire Choisne, Creative Director of Maison Boucheron, revisits the couture heritage of Frédéric Boucheron, taking inspiration from ceremonial attire. She takes a new approach to the concept of ceremonial ornaments, metamorphosing them through the ingenious application of rock crystal and diamonds. This deconstruction brings to light 24 High Jewelry pieces that open the way to a new vision of couture.

In addition to its iconic jewelry and watch collections, Boucheron has extended its luxury brand through a licensing partnership with Interparfums, allowing them to produce and distribute a line of perfumes. These fragrances, created with the same attention to detail and quality that defines Boucheron’s jewellery, bring the luxury brand’s signature sophistication to the world of scent. This expansion into the perfume industry has further solidified Boucheron’s presence in the luxury market.

With thirty-four boutiques worldwide and a robust e-commerce platform, Boucheron’s exceptional products are accessible to discerning clients across the globe. Whether through their physical stores or online, the luxury brand offers a seamless, high-end retail experience, providing personalized service and exclusive collections. Today, Boucheron continues to set the standard in luxury, delivering products and services that embody both tradition and modernity.

Awards and Recognition

Boucheron is globally recognized as a symbol of luxury and innovation in fine jewelry and watchmaking, celebrated for its groundbreaking designs and unparalleled artistry. The brand’s timeless creations have earned accolades and a loyal following among royalty, celebrities, and discerning clientele alike. Boucheron’s reputation is further solidified by its association with the prestigious Place Vendôme, where it was the first jeweler to establish a boutique. Over the decades, its masterpieces, such as the Quatre collection and the Serpent Bohème line, have become emblematic of sophistication and individuality, securing Boucheron’s place as a trailblazer in the world of haute joaillerie.

Key Team

Claire Choisne (Creative Director)

Hélène Poulit-Duquesne (CEO)

References

• Official website Boucheron
• Boucheron heritage and milestones Boucheron
• Art Deco Reaches Modern Heights Vogue
• Why Boucheron is so highly regarded Elle
• Facebook page of Boucheron Facebook
• Boucheron welcomes a new empire Elle
• Boucheron’s High Jewellery Takes Wearers On A Voyage To India Forbes
• How Boucheron uses creativity to demonstrate its sustainability Forbes
• Twitter page of Boucheron Twitter
• A look at Queen Elizabeth II’s jewellery Vogue
• Cartier Executive now Boucheron CEO Forbes
• Boucheron defies convention with More Is More Forbes
• Instagram page of Boucheron Instagram
• Boucheron Pays Homage To The Maharajah Of Patiala Forbes
• LinkedIn page of Boucheron LinkedIn
• Boucheron: House of Lights Vanity Fair
• Boucheron for Vertu Phones Luxist
• Youtube channel of Boucheron Youtube
• Boucheron looks to the Eighties Forbes
• Wiki page of Boucheron Wikipedia