Crossing the threshold of 26 Place Vendôme is like walking intoa family home and indulging in a unique jewelry experience. Between the warm walls of the newly refurbished Hotel de Nocé unfolds a story of unbridled creativity and tremendous expertise. It was here that, in 1893, Boucheron became the first major contempo- rary jeweler to open a shop in the famous Place Vendôme. It was also here that the tasteful and slightly mad story of a House was written, a House that has always placed women at the heart of its creations.
Like the patriarch of a family was Frédéric Boucheron, the son of a clothier who had grown up amidst precious fabrics and the effects of materials. This early environment made him a very original kind of entrepreneur; his jewelry was always characterized by a couture spirit and Parisian elegance.
This creative energy has been maintained and reaffirmed by Boucheron's Chairwoman and CEO, Hélène Poulit-Duquesne, and by its Creative Director, Claire Choisne. And who better than two wo- men to promote the emancipated spirit of the Maison and embrace the ever-changing identity of today's women?
For them, each new creation presents the perfect opportunity to take risks, to challenge and trans- cend the codes of traditional jewelry and offer the women who choose these creations the infinite freedom of making them their own. That is still the only rule by which this season's creations have to abide: to be able to wear the jewelry in your own way, i.e. any way at all.
Take Jack, the bold new line with so many possibilities centered around a precious gold wire inspired by audio cables. With a bit of a revolutionary spirit, Jack is playfully connected and ultra-contemporary, and, as always, re- flects the Maison's expertise and couture virtuosity. That same spirit is also found in the new 2019 additions to the iconic lines of Quatre, Couture, Serpent Bohème, and the collection of fabulous animals. This free and decidedly Parisian spirit serves an inspired woman, one who is a little playful, always unique and necessarily mistress of her own style.
Claire Choisne brings her fertile imagination and independent spirit to the jewelry. She walks brightly and boldly in the footsteps of Frédéric Bou- cheron, in her turn shaking up the traditional frameworks of jewelry to give space to a creative freedom shared with all women. First and foremost, the Boucheron style is created by and with women.
It's a moment, a mood, a tempera- ment. Nothing is imposed, but everything is allowed: wearing high jewelry with sassy casualness, daring a simple piece for a special occasion, wearing one piece of jewelry as if it were another, or mixing it with another, playing with contrasts, asserting a look or even blurring the lines. The Boucheron style is therefore that of the women of today who take charge of their freedom as much as they create it.