Boucheron, all the know-how of a legendary jeweller
Creator of the brand in 1858, Frédéric Boucheron was the first jeweller to open his doors in place Vendôme in Paris. Jean-Christophe Bédos, Boucheron’s Chairman and CEO since 2004, gives an insight into the famous jeweller’s know-how.
Interview of Jean-Christophe Bédos
By what is the legendary know-how of Boucheron jewellers characterised?
JCB: First of all, by its techniques. Boucheron, which pioneered of a number of them, such as diamond engraving, is constantly looking to push out the envelope. But Boucheron creations would not have lasted the test of time without recourse to the House’s key sources of inspiration.
Nature, first and foremost, water or animals, seen in the depiction of the emblematic serpent, which is ambiguous and mysterious, the essence of dangerous seduction. Then culture, with the eternal quest for knowledge, dear to the Second Empire, symbolised by the question marks decorating a great many of our creations.
Has this jewellery-making expertise evolved since the creation of the house?
JCB: This evolution is the key to its strength. The democratisation of the luxury sector has led wealthy buyers to make new demands and look for more exclusive products. Such a high number of special orders requires creative flexibility. Boucheron is a free-spirited jeweller; it is not set on copying the brand’s archives, but rather continues its philosophy and its singular alchemy…
What are the next steps in Boucheron’s development?
JCB: Jewellery and fine jewellery are experiencing a boom. Boucheron also intends to reinforce its presence in costume jewellery, which is an extremely dynamic sector.
Boucheron’s three areas of expertise
Costume jewellery, the fruit of work on gold as seen in the Les Symboliques collection: a dynamic segment in fashion and accessories, which can be purchased for less than 5,000 euros.
Jewellery, Boucheron’s core business line, designs creative products using gold or precious stones.
Fine jewellery, a segment at over 50,000 euros, offers unique pieces with centrepiece stones of exceptional weight and quality.