Diamonds are a girls' best friends

Place Vendôme, the treasury - the big jewelbox of Paris, is the place where all the big brands of Haute Joaoillerie have their shop : Cartier, Chaumet, Van Cleef & Arpels, Chanel and Boucheron. The last one has the best location because it's the sunny corner which catches the daylight hours - the better to illuminate sparkling stones. The draftsmen working under the rooftop cut the gems to release the stone's "soul" an then set them in an imaginative way. The jeweler has stories to tell as juicy as rubies dripping their rich colors. The most important one is the Maharajah of Patiala who came to see Boucheron in 1928 with six cases of gems from his treasury. In the golden age movie stars, courtisanes, crowned heads, American royalties like the Vanderbilts and Rockefellers came to Paris to choose their tiaras or necklaces in the privacy of the Chinese Salon.

This year Boucheron is celebrating its 150 years by confronting contemporary art with applied art, by mixing gemstones with paintings and sculptures.Fashion meets art. Gourmand ( with Jeff Koons) - Audacious ( with Damien Hirst ) - Mysterious (with Richard Prince) - Curious ( with Maurizio Cattelan) are som of the new pieces.

Bédos, president of Boucheron said at the event held au Petit Palais ,end of January : "A brand's anniversary is generally rather boring and narcissistic but the most important thing is to be "relevant"!"

 

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