Jewel-studded brooches that double as denim patches; necklaces created using algorithms; pendants made of the lightest material on Earth; gold and lacquer hoodie drawstrings; A.I. technology recreating the biological splendour of botanicals in sparkling form; the enlisting of brand ambassadors such as Alexa Chung, Mila Al Zahrani, Han So-hee…
To call Boucheron innovative doesn’t do justice to a jewellery house — founded in Paris’s Place Vendôme in 1893, which remains its home — that has become a veritable mecca for discerning jewellery connoisseurs.
With Boucheron’s New York boutique scheduled to open this summer, these are exciting times for a maison that can claim to be a game-changer in a realm where that phrase is often, let’s be honest, used indiscriminately.
Catching up with Hélène, and delving into Boucheron’s principles (and the Lennon-and-McCartney-like relationship with Creative Director Claire Choisne that drives the brand), it became apparent that Boucheron have a glittering future — in more ways than one.
The More is More collection was probably the craziest we’ve done in the last five years. It will be probably the most creative for a long time.
It’s the way we want to do high jewellery because
