ENDLESS CREATIVITY

VAN CLEEF & ARPELS IS A BRAND WITH A RICH HISTORY AND HERITAGE. CAN YOU TELL US ABOUT THE BRAND’S JOURNEY AND HOW IT HAS EVOLVED OVER THE YEARS?

Van Cleef and Arpels was founded in 1906 by Alfred Van Cleef and his brother-in-law, Charles Arpels. Van Cleef & Arpels has oft turned to nature as an inexhaustible source of inspiration. Enthralled by the constant metamorphoses of flora and fauna, the Maison creates pieces that echo the blooming of flowers and the lushness of gardens. Over the years, they developed new techniques and created milestone pieces like the mystery setting technique in 1933, transformable pieces, and the iconic Alhambra design in 1968. Their expertise and innovative techniques have allowed them to continually expand their collections and client base.

WHAT INSPIRED THE CREATION OF THE ICONIC ALHAMBRA COLLECTION, AND WHAT MAKES IT SO ENDURINGLY POPULAR?

The Alhambra design was created in 1968 and is instantly recognizable. It celebrates daytime jewelry, which was not the norm at the time, and is a symbol of good luck with its clover shape.

Using new materials, the Maison has reinvented the design over the years while still preserving its original character.

VAN CLEEF & ARPELS IS KNOWN FOR ITS INTRICATE AND BEAUTIFUL PIECES OF JEWELRY. CAN YOU TELL US ABOUT THE PROCESS OF CREATING A PIECE, FROM THE INITIAL IDEA TO THE FINISHED PRODUCT?

At the heart of Van Cleef and Arpels is its identity, which is reinforced through its heritage, expertise, positive vision of life, protection of nature, and artistic approach. The inspiration comes from the brand’s patrimony, with a focus on nature, as well as meeting the highest criteria in terms of stone selection.

HOW DOES VAN CLEEF & ARPELS ENSURE THAT IT MAINTAINS ITS STANDARDS OF QUALITY AND CRAFTSMANSHIP IN EVERY PIECE IT PRODUCES?

Van Cleef and Arpels not only maintains its quality standards but continually improves upon them. The techniques used today are significantly better compared to 40 years ago. We have our own stone department, which inspects and selects each stone. Using new enamel techniques, we create new colors and tell unique stories with every piece. vancleefarpels.com

WHAT WOULD YOU SAY IS THE MOST CHALLENGING ASPECT OF MARKETING A LUXURY BRAND LIKE VAN CLEEF & ARPELS IN TODAY’S WORLD?

The jewelry and watchmaking industry is highly competitive, but Van Cleef and Arpels stays true to its identity and inspiration. We stay creative. We truly believe that as long as the brand maintains its authenticity, it will continue telling its endless creation story.

WHAT CAN WE EXPECT TO SEE FROM VAN CLEEF & ARPELS IN THE FUTURE, IN TERMS OF NEW COLLECTIONS OR EXCITING PROJECTS?

Van Cleef and Arpels has many exciting projects in the pipeline, including ones focusing on new automation techniques and complicated pieces. We have a new Lady Féerie watch coming in September, which features a fairy holding a magic wand that indicates the minutes, enamel setting, and rubies and sapphires.

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The inspiration comes from the brand’s patrimony, with a focus on nature, as well as meeting the highest criteria in terms of stone selection. ”