An amazing event presented by Boucheron when it opened its first boutique in the United States in New York.

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Boucheron’s first New York boutique opened in the United States.

One of the most magical moments during my business trip to New York for the 2025 S/S Fashion Week was the Boucheron event ‘La Maison in New York’ held on September 10th. A feast of high jewelry to delight the eyes on a cool fall night. Why did Boucheron, one of the iconic jewelers of Vendôme in Paris, visit New York? This is because the Maison’s first American boutique opened on Madison Avenue.
In fact, Boucheron’s decision to cross the Atlantic and set foot on American soil was not a sudden decision. No, maybe it took a long time compared to the years of that relationship. Maison CEO Ellen Pulley-Duchenne said, “Boucheron has maintained strong ties with the United States since 1858, the year it was founded, and has long had great American families and Hollywood movie stars as customers,” adding, “The United States has always been a special market in the Maison’s history. Because he expressed his affection by saying, “It was.” Boucheron first entered the United States about 120 years ago. Louis Boucheron, the son of founder Frédéric Boucheron, established an office in New York. However, this location simply performed the role of a branch delivering orders from American customers to the Paris headquarters. As the awareness and popularity of Boucheron in the United States increased, and the Maison’s perfume became more popular starting in the 1980s and its presence grew, the absence of a boutique caused disappointment among local customers. In 1858, when Boucheron first set up shop at the Palais Loyal in Paris, there were no telephones or the Internet, and photographs were rare. The Maison’s reputation in the United States can be inferred from the record that it first welcomed American customers living on another continent in 1865, less than 10 years later. In particular, America’s historic families such as McKay, Vanderbilt, Astor, Burns, Golet, and Mills quickly paid attention to Boucheron at the time. (Archive pieces owned by some of the families could be seen at this event.) In addition, Elizabeth Taylor ·Love from celebrities such as Rita Hayworth and Greta Garbo also contributed to its popularity.
What is noteworthy at the new boutique opened at 747 Madison Avenue, New York’s luxury mecca, is the Maison’s archive pieces, which were unveiled for the first time in the United States. The collection ranges from custom-made or American-owned pieces to the latest collection. An example is the ‘Art Nouveau Butterfly Brooch’, which became famous after being worn by Elizabeth Taylor at the 1976 Academy Awards. In addition, works that reproduced the archives of the Vanderbilt, McKay, and Astor families were exhibited. The Maison’s Vendôme DNA can also be seen here. The VIP suite is an exact replica of the Vendome store’s salon interior. In particular, the three windows implemented with digital screens broadcast the scenery seen from the Paris boutique windows all day long, giving you the experience of staying in Paris.
The first night of the event held at the Cooper Hewitt Smithsonian Design Museum to commemorate the opening of the New York boutique was attended by Gwyneth Paltrow, Colman Domingo, Cole Sprouse, Ari Fournier, TWICE’s Mina, Alexa Chung, and Anya Rubik. Here, a special performance by Grammy Award winner Leon Bridges and music by DJ Pilou were added. This event, which lasted until the 12th, consisted of a total of four spaces. The first space is a room containing Frédéric Boucheron’s couture legacy and the archive pieces mentioned above. In the second space, Boucheron’s 2024 Quatre Blanche, which was unveiled in July, and the ‘Or Blue’ collection inspired by water could be seen together. Claire Schwan completed 26 jewelry pieces that fully capture the beautiful charm of water. The third room was filled with the Maison’s signature ‘Quattro’ collection, which celebrated its 20th anniversary this year. In particular, the ‘Quattro 5D Memory’ capsule collection was unveiled for the first time here, which contains sound data created exclusively for Boucheron by the Pompidou Center and IRCAM (French acoustic/music research and cooperation agency) and sets it in a Quattro ring in a kind of glass. It was an amazing piece that could be kept for hundreds of millions of years. Lastly, a space that recreates the ‘Jardin d’Hiver (Winter Garden)’ of the Maison’s flagship store on Place Vendôme in Paris. High jewelry, vividly embodying motifs such as dragonflies and birds, appeared to be leisurely resting on fresh flowers.
Boucheron, which has focused on the Asian market for the past 10 years, said it plans to gradually open more boutiques in the United States. Boucheron, which boasts 166 years of history, continues its endless spirit of challenge in the United States.