French Maison Boucheron teams have been working over two years to reinvent their packaging. A box everyone can collect and reuse. Only two materials Aluminium & Wool. Their contribution to a more sustainable world.
The history of French Maison Boucheron is a succession of ‘firsts’. Boucheron was the first jeweler to engrave what its contemporaries had never before dared to engrave: the diamond. The first to invent a necklace with no clasp, but rather a spring blade, in 1879. In 1893, Frédéric Boucheron was the first great contemporary jeweler to open a boutique on Place Vendôme. Boucheron was the first creative studio to design High Jewelry collections mingling gold and diamonds with rattan, seashells, and even aerogel.
You can’t reinvent the wheel, but Boucheron has reinvented the box. The Kering-owned jewelry house has unveiled a redesign of its signature cases, debuting new shapes and paring down the materials to just two under its new sustainability standards. Gone is the traditional square that flips open at the top.
All those firsts express the visionary spirit that has guided Boucheron since 1858. In this traditional sector, the Maison stands out for its obsession with innovation. Every innovation is brought forth to make the dream possible. But this time, in the view of Hélène Poulit-Duquesne – the CEO of Boucheron –, the dream has become a necessity. To reconsider the most emblematic object in jewelry presentation: the case. The environmental footprint of Boucheron’s former packaging has made it obsolete today, as the ‘Precious for the Future’ sustainable development strategy is central to each of the Maison’s projects.
In 2023, the French Maison presents this new concept, after analyzing and questioning every prevailing convention and construct of the jewelry sector. Composed of just two materials – aluminum and felt –, this collection of seven boxes reinvents the concept of the jewelry case, breaking ground once again and bringing a new ‘first’ to the history of Place Vendôme.
The Boucheron collection ia available at Boucheron boutiques and selected stores worldwide. For more information, come into the beautiful and timeless world of Boucheron.