Boucheron and creativity
How does one define a style that is timeless, a style expressed through a diversity of crafts, forms, and materials? How does one sum up such a style in a few words? At Boucheron, a single idea – and a noble one at that – provides the answer.
From the House’s founding in 1858 until today, the idea of freedom has been ever-present in many ways. Aesthetic and creative freedom. Technical freedom. But also freedom in how jewelry is worn, without regard for its strict rules and conventions. “Our view is that women may do as they like,” says Claire Choisne, the House’s creative director. “They can mix ordinary jewelry with high jewelry, wear a magnificent piece with a t-shirt and no make-up. A woman’s jewelry should not dictate her style, she should be free.”
Jewelry created by Boucheron helps women to reveal their style, their personality, and thus how they are each unique.