Boucheron CEO Hélène Poulit-Duquesne on genderless diamond jewelry

“A jewel kept in the safe is a dead jewel,” says Hélène Poulit-Duquesne, CEO of Boucheron, who wore elegant stacks of the house’s signature gold, diamond and gemstone bracelets, multiple rings and necklaces. in diamonds when she sat down with Only Natural Diamonds last week during a visit to New York. She’s clearly a fan of easy-to-use, everyday stackable diamond jewelry, the kind of pieces you can live in.

The fashionable executive explained that demand for Boucheron’s signature diamond jewelry has never been greater, and that goes for men too.

When it comes to diamond jewellery, Boucheron is synonymous with equal opportunities for women and men.

Recognized as an innovator and risk-taker, Boucheron was the first to show high jewelry on men’s models, and soon other houses followed suit. But the house’s signature collections are inherently genderless. These are not his jewels, underlines Poulit-Duquesne, Boucheron’s creations appeal to all genres.

In Asia, where Boucheron has a strong following, she says men have been buying the house’s iconic pieces for years and wearing them every day. It looks like the trend is taking off in America: Last week in New York, she says a male shopper came to a jewelry show wearing a stack of Boucheron Quatre earrings and “looked so chic” .

Once relegated to men on the red carpet or entertainers, she says now men in all walks of life are embracing signature gold jewelry — and even some with diamonds.

You can expect to see more men at Boucheron this fall with the house’s new ICONS campaign, which shows bold expressions of its iconic pieces in XXL (or jumbo) editions on Anja Rubik and Ludwig Wilsdorff models. The striking campaign, created by the team of photographer-stylists David Sims and Emmanuelle Alt, emphasizes that these pieces are about style, not gender.

Boucheron’s everyday diamond creations are anything but basic.

The French jewelry house known around the world for its jaw-dropping, wildly imaginative fine jewelry and for dressing A-list celebrities in head-turning pieces on the red carpet infuses that creative spirit into jewelry too. everyday diamond.

These stylish jewels have a strong point of view: For example, the playful side Jack of Boucheron is defined by a graphic concealed clasp inspired by what else but jack cables! This clever clasp provides fashionable flexibility so the gold snake chain can be wrapped multiple times and worn as a necklace, bracelet, or even a belt. That’s stylish versatility!

Boucheron asexual diamond jewelry
Diamond and gold envelope Jack de Boucheron.
Boucheron asexual diamond jewelry

Boucheron’s signature collections offer a range of stylish wardrobe essentials that mix and match so you can create your own unique look – and they continue to evolve. Le Quatre features graphic and elegant pieces in yellow, white and rose gold and diamonds, and for an explosion of color, it comes with rows of denim blue, white or ruby ​​red ceramic.

asexual diamond jewelry boucheron four
The fourth

Another elegant signature option is the Serpent Bohème, a diamond-set teardrop shape surrounded by an intricately detailed gold latticework. Originally unveiled in 1968, Serpent Bohème is instantly recognizable at Boucheron and comes in new iterations every year. New styles include oversized earrings and necklaces, and earrings are sold individually, making it easy to individualize your style.

The story of the Boucheron diamond is a love story.

Boucheron elevates everyday stackable styles with diamonds because “they are a symbol of eternity and love in all cultures,” says Poulit-Duquesne. “There is always an emotional connection with a diamond jewel. You don’t always remember when you bought a pair of shoes, but you always remember who bought you jewelry or where and when you bought it.

That’s why the house has partnered with Sarine Technologies on a new program that will soon certify every diamond. Since diamonds are an integral part of Boucheron’s history, the house has set up a partnership that ensures the lineage of each diamond and guarantees that it comes from a responsible source. The program begins with diamond certificates for its Etoile de Paris bridal collection. By 2025, the house will provide digital certificates for all of its diamonds that verify the 4Cs and a traceability report that lists the diamond’s country of origin and its gross weight, tracked from mine to market through the supply chain “meticulously selected” from Boucheron.

The first French jewelry house to offer this type of traceability, Poulit-Duquesne has set a new standard, and its competitors are already following suit. “Big brands like ours will train customers to expect to know the story of the diamond,” she says. And that’s a good thing for all consumers because everyone should know the story of their diamond.

Sarah C. Figueiredo