The Boucheron Holographique high-end jewelry series in 2021 is all about color. Designer Claire Choisne said: “The introduction of the “holographic image effect” provides all the visible details of the jewelry with all the colors we can imagine. I need —I think many people need — color! Fun! I hope this series is happy.”
On the kitchen wall of the Parisian apartment of Boucheron jewelry designer Claire Choisne, above a white USM Haller modular cabinet, two collages by digital artist Garth Knight hang. At first glance, they look like painted beetles. However, after careful inspection, they were found to be composed of hundreds of jewels, processed together with Photoshop.
The “Holographique” series is coated with a “space age holographic coating” on traditional high-end jewelry gems including diamonds and crystals.
The jewelry creation of “Dare to test traditional mortars” is the design mark laid by Choisne during Boucheron, France. She has been the creative director of the brand since 2011. Take her latest high jewellery series “Holographique” as an example. The series is inspired by the iridescent light scattered through water droplets. Choisne said that as a natural continuation of the high-end jewelry collection in July 2020, this is a hymn to the ever-changing sky image. The 2021 product is all about color: “The introduction of “holographic image effect” is for all visible jewelry. The details provide all the colors we can imagine. I need—I think many people need—colors! Fun! I hope this series is happy.”
[Style Lecture]Claire Choisne, creative director of Boucheron Boucheron, teaches you how to create a new vision for classic Quatre and Jack jewelry
Boucheron Contemplation High Jewelry Collection A reflection and meditation on life
The three Illusion rings in this series are equipped with matching gemstones to enhance the rainbow-like play-of-color of the huge opal.
What’s more interesting than wearing three “Illusion” opal rings. These gems are the size of quail eggs. One is creamy white, one is pink, and the other is blue-green. All of these gems have the unique charm of gems. Color, set in the frame of iridescent gems; also festive is the “Chromatique” brooch, which is a sparkling holographic ceramic peony, inlaid with a green tourmaline, decorated with diamond-encrusted titanium and platinum leaves. Then there is the “Prisme” ring, set with holographic crystals and white gold diamonds.
Injecting vitality and ripples into jewelry works is a proud achievement of Choisne and Boucheron craftsmen. The so-called “holographic image” is the result of extensive experiments with Saint-Gobain Saint-Gobain, a billion-euro French supplier of building materials, which originated from the 17th century royal order to produce mirror glass patents. The holographic coating is another example of Choisne’s strong experimental character by spraying precious metals on ceramics or crystals at high temperatures. She has long been consistent with the brand’s pioneer founder Frédéric Boucheron.
The boutique event Kunling officially became the brand ambassador of Boucheron, a French jewelry family
The “Holographique” necklace is the star work of the series, centered on a large yellow sapphire, contrasting with the alternating holographic coated crystals and diamonds.
.jpg)
“Saint-Gobain is better known for producing lights for airport runways, lenses, and glass with this holographic coating, rather than jewelry,” Choisne explained. “Of course, for them, this is not aesthetic, but practical. They are engineers, we are not! We have to find a way to communicate.” This bold impulse is extremely rare in Vendome Square, especially in the luxury industry. A year after a severe blow. “I think it’s cool not to be stuck in our comfort zone, to see what other people can do. As we say in French, we are pugnacious. We are very enterprising, we want to Find solutions and innovate.”
Choisne’s enthusiasm complements the optimism of her co-pilot and CEO Hélène Poulit-Duquesne in Boucheron. Poulit-Duquesne, a luxury veteran who started her career at LVMH, admits that for an industry that sometimes seems a bit lazy, this is a year of rapid transformation because of its respect for the old school. “Usually, I think that in the past 20 years in the luxury goods industry, we have been sleeping on the crown of laurels, just like organizing businesses to welcome tourists, just like waiting for a rabbit,” she told me. The confinement of Paris and the subsequent evaporation of international tourists changed all this. “Within a week, our purely tourist-centric business was transformed into a local business. Therefore, we had to switch and reorganize ourselves.”
Map Tour-Paris / Boucheron Boucheron Annual Histoire de style, Art Déco High Jewelry Collection Paris Flying Wave Girl Silhouette
The “Chromatique” brooch is decorated with a holographic ceramic peony centered on a green tourmaline.
It has become imperative to establish close digital connections with customers. Therefore, Boucheron developed the so-called “high-end jewelry sales ceremony”, using a salesperson, a model and a technical photographer to arrange appointments and tailor a series of jewelry for customers. “Customers usually get bored in about 20 to 30 minutes, so you have to know exactly what works you want to show them,” she said. “Generally speaking, you show a piece of jewelry, if the customer doesn’t want it, you have a second chance, and that’s it. Except that we had a meeting with a customer that should last 20 minutes but ended up lasting 3 Hours! You always have some exceptional moments.” A highlight moment: the reopening of the flagship store in Paris after the confinement, and the shopping frenzy that followed. “Obviously, we felt a retaliatory purchase. It was crowded with couples. They waited three months before returning to Place Vendôme to pick up their engagement ring. They were very excited. It was very cute.”
Poulit-Duquesne is optimistic about the future. Boucheron focuses on opening boutiques in China and resetting its e-commerce settings. It currently operates in France and Japan and will expand to other markets. “Jewelry is a very flexible category, because no matter what you do when buying a piece of jewelry, there is always an investment thinking in your mind. You know you will never throw away any of your jewelry; you will give you Daughter, she will also give it to her daughter. There will never be waste, it will make you feel good.”
The star product “Holographique” necklace of the series will certainly not be misplaced. The exquisite crystal blade collar with white gold diamonds and a holographic coating, inlaid with a 20.21 carat octagonal yellow sapphire from Ceylon, is a work that will cause serious family disputes. “The production of this piece is amazing-the necklace is flexible, but its traditional craftsmanship is outstanding,” Choisne said. “I like perfect, traditional works, as well as interesting innovations (holographic coating) and freshness.” As for Poulit-Duquesne, how does Poulit-Duquesne view this series of works? “Super amazing!”
Original from: Vogue UK