Brilliant Bijoux

to boldly reconsider jewelry presentation itself. The customary gesture is deeply ingrained in the marriage proposal culture. By forgoing the traditional hinged cover, now outdated with its cumbersome use of several pieces of non-recyclable hardware Boucheron updates and simplifies the case-opening system.

Concerning the aesthetic appearance of the new jewelry case, Hélène Poulit-Duquesne had but one instruction: “You have carte blanche.” This breadth of vision bears a striking resemblance to the artistic license that the CEO offers Claire Choisne, Creative Director, for the design of her High Jewelry collections each year. Thus this collection of seven boxes, each exquisitely conceived like a precious designer object, took shape. Unlike traditional jewelry cases, these showcases may be collected and displayed like testimonials to a committed approach. And since at Boucheron, the past is in continual communion with the present, the Maison drew on its archives to design this new object with a bright future. Inspired by beauty kits of the 1980s, each case has a textured surface featuring finely sculpted emerald-cut shapes, a subtle reference to the Maison’s iconic code representing Place Vendôme seen from above.

As an extension of this eco-design approach, the traditional gift package is replaced by a green pouch that may be reused for travel. The cotton is made up of 65% recycled materials and is certified by the Global Recycled Standard (GRS). bringing meaning to the jewelry case, for today and tomorrow

Boucheron pursues its quest with this new “first.” Questioning what is precious and also protecting it. That is the objective of the “Precious for the Future” strategy, revealed in 2022, of which this new concept is a prime example. By minimizing the number of formats, dividing the object’s weight by four, and reducing the number of materials to two, the Maison is actively working to make the future more desirable for the Jewelry sector.