New store in New York: Boucheron shines in Manhattan

The location was not chosen at random. Boucheron privatization of the Cooper Hewitt museum located on the upper East Side in early September to celebrate its arrival in New York. The history of this building is similar to his own.

In 1899, Scottish businessman Andrew Carnegie took possession of this 64-room mansion that he had built to escape the dark streets – in his eyes – of lower Manhattan. It was the time of the “Gilded Age”, a time in which several great families led by economic wealth multiplied wonderful buildings in New York. Life was good, parties followed each other in a city that was already in permanent turmoil. The women wore long dresses and wore the most beautiful jewelry. Those made by Frédéric Boucheron were among the most popular.

“Boucheron, from Paris to New York”

The reputation of the French jeweller, who launched in 1858, had crossed the Atlantic very early. Wealthy American women loved to take the boat to get out, trying to treat themselves to the creations of the Parisian craftsman from Place Vendôme. In 1878, he had already created a piece as unique as it was amazing, a necklace with a 159-carat blue sapphire, matching the eye color of a distinguished client, Marie Louise McKay. She was the wife of another entrepreneur from Europe, the Irishman John William Mackay who made his fortune participating in the gold rush.

On a late summer afternoon in 2024, other New Yorkers enter the Cooper Hewitt Museum‘s garden, separated from Fifth Avenue by a low wall. At the entrance of the building, an elegant illuminated sign announces the color: “Boucheron, from Paris to New York”. On the celebrity side, the casting is perfect. The actresses Gwyneth Paltrow etc Hailee Steinfeldmodels Alexa Chung, Ari Fournier and Anja Rubik wear the brand’s creations. These are also found around the necks of the main models dressed in black who surround the garden to a soundtrack compiled live by DJ Philou.

There is a strong history between Boucheron and the United States

Hélène Poulit-Duquesne, who has run the company since 2015

Boucheron pulled out all the stops to add luster to his American attack. There is a temporary immersive exhibition in a few rooms in the museum. It immerses visitors in the world of art past and present with no less than 143 creations on display, including 51 from the retailer’s Quatre range his best. Starting with the display of some special treasures taken from her private collection: the famous Art Nouveau brooch, created in 1900, which belonged to Elizabeth Taylor and which she wore to the Oscars in 1976. Or the Art Deco rack bracelet from 1934 that the Prince of Wales gave to Wallis Simpson, the future Duchess of Windsor. We will also find the high jewelry collection Carte Blanche Or Bleu, imagined by creative director Claire Choisne, which is inspired by the nature of Iceland, photographed by Jan Erik Waiter. The most special piece: the waterfall necklace, the longest ever made (more than 1.50 meters), which brings together more than 1,800 diamonds!

A true communication tool, this exhibition intends to travel to support the development of Boucheron. Met in one of the rooms in the New York mansion, Hélène Poulit-Duquesne, who has managed the company since 2015, details her strategy. “There is a strong history between Boucheron and the United States,” she recalls. From the beginning, we have always had a large American clientele. As part of our expansion plan, it was unthinkable not to come to the United States. It is the second largest market after Asia. A growing jewelry brand cannot be absent. » Another store opening is already being planned: Las Vegas by the end of 2024, Los Angeles and Miami in 2025.