Mauboussin is a French jewelry and luxury item design firm with only one store in the U.S., a flagship, four-story boutique on Madison Avenue in Manhattan dedicated to promoting its art-deco, whimsical and classic brand. But the tide is turning for its U.S. presence. A new North American CEO, Theirry Chaunu, and a plan to open 12 new stores in the U.S., the French company that also sells watches, fragrance, sunglasses, pens and leather products, is taking a leap forward with its designs that were central to Hollywood in the mid-20th century. Audrey Helpburn, Greta Garbo and Marlene Dietrich wore the art deco inspired, feminine, diamond and precious gem encrusted rings, necklaces and watches. The style continues to reflect the period, but the line is no longer geared entirely toward celebrities or the very wealthy.
Mauboussin 18kt gold and diamond choker
Mauboussin’s strategy is to appeal to women who are self-purchasing designer precious jewelry to express their own independence and taste. The jewelry designer that has competed in the same rank as Cartier, Leviev and Chopard, since 1827 when it was founded, has traditionally focused on the classic, luxury jewelry shopper that has deep coffers dedicated to beautifying their appearance. The latest effort, to bring lower price point products to a North American buyer in the U.S., Canada and the Caribbean, is expected to expand the brand’s appeal and awareness to a wider audience.
via France Today
Chaunu began his role as North American CEO in August 2014 traveling to different stores across the U.S. seeking partnerships with other brands to plan its expansion. As a former Cartier executive and French native, Chaunu is expected to bring his understanding of luxury products and French culture to the brand’s gentle marketing maneuvering that will engage a more egalitarian image.
via Departure
Mauboussin is currently headquartered in Place Vendôme in France, along with Cartier, and other world famous designer brands. It also has a reputation for accessorizing European royalty. While the glamour of the former mid-20th century hey day is still alive in its art deco image, a new eclectic appeal, with large geoemtric stones, asymmetrically set in traditional feminine settings for a contrast that delivers French paradox in a familiar package. You can eat petit fours in the Madison Avenue boutique and shop for an engagement ring, or find the jewelry online. Today the store is presenting itself in an accessible, yet conversely mysterious way. Yet the six-figure price-point jewelry will continue to deliver the awe-struck appeal that initially made them famous.
via Christie’s
As women continue to take over corner offices in corporate America, appealing to the self-purchasing female may be a deft move, particularly in the current economy that demands innovation in order to maintain a reputation for luxury and elegance balanced with a sustainable product line. The186 year-old company has admirably approached its marketing campaign with the precision one would expect from its tradition and long-held industry expertise. It remains to be seen how its classic image will continue to transform in retail outlets across North America in the coming months.
