Boucheron Begins Its Major Expansion Plan Into The US — Debuting In New York

Boucheron, the legendary French jewelry Maison, marks a significant milestone in its 166-year history by opening its first boutique in the United States. On September 3, 2024, Boucheron unveiled its grand 3,900-square-foot space at 747 Madison Avenue in New York City, signaling the beginning of an exciting new chapter for the brand. With a legacy rooted in innovation, craftsmanship, and a deep connection to its clientele, Boucheron’s entry into the U.S. market represents its bold ambition to expand its influence and share its unique vision of High Jewelry with American customers.

For CEO Hélène Poulit-Duquesne, this move is deeply personal: “The United States has always held a very special place in our Maison’s history. Our clientele through the years has included some of America’s greatest families, as well as Hollywood movie stars. Now, we aim to raise our U.S. profile further and familiarize Americans with the world of Boucheron.” This expansion reflects Boucheron’s ongoing dedication to innovation and self-expression, offering American clients the opportunity to experience the Maison’s artistic designs firsthand.

Boucheron marked its U.S. expansion with a multi-day immersive experience in New York City, “From Paris to New York: A Cutting-Edge Journey Since 1858,” from September 10-12, 2024. Hosted at the Cooper Hewitt, Smithsonian Design Museum, the event showcased the Maison’s deep-rooted connection to America, highlighting key milestones such as the presentation of the Or Bleu High Jewelry collection, the debut of the revolutionary Quatre 5D Memory ring, and the 20th anniversary of the iconic Quatre collection. This grand celebration merges Boucheron’s Parisian heritage with American Art Deco, inviting guests to explore its innovative designs and timeless craftsmanship.

Another aspect of Boucheron’s entrance into America is the opening of the New York Madison Avenue. The New York boutique’s opening is highlighted by three key milestones: the presentation of Or Bleu, Boucheron’s new Carte Blanche High Jewelry collection; a world preview of the Maison’s latest jewelry innovation, Quatre 5D Memory; and the debut of Boucheron’s first U.S. boutique on Madison Avenue. Each of these milestones reflects the brand’s bold ambitions to push the boundaries of its industry while maintaining its storied heritage.

Designed with both Parisian and American Art Deco influences, the boutique is a stunning tribute to the architectural history of both cities. Its façade, crafted entirely of glass and metal in a striking emerald cut, pays homage to New York’s iconic skyscrapers, while the interior blends bold geometric lines with luxurious materials. The result is a space that invites visitors to explore Boucheron’s world—a world where jewelry is more than an accessory but an expression of individuality.

In addition to its modern design, the Madison Avenue boutique embodies the family spirit that has long defined Boucheron’s boutiques worldwide. The welcoming atmosphere is felt in every detail, from the round tables designed for personal consultations to the custom-made furniture and contemporary artwork that adorn the space. This familial warmth echoes Boucheron’s flagship boutique at 26 Place Vendôme in Paris, where Frédéric Boucheron first opened his doors in 1893. The boutique’s Parisian architectural elements—such as parquet flooring, marble fireplaces, and artfully designed moldings—are reinterpreted with an American flair, blending the elegance of Paris with the dynamism of New York.

Inside the boutique, Boucheron honors its historical connection to the U.S. with a display of iconic pieces from its private collection. These include an Art Nouveau butterfly brooch that once belonged to Elizabeth Taylor and reproductions of archival pieces, such as an aigrette purchased by Cornelius Vanderbilt for his daughter and a bow brooch commissioned by Caroline Astor’s husband in 1899. These treasures reflect the Maison’s deep ties to American culture and the long-standing appreciation of its craftsmanship by some of America’s most notable figures.

As visitors explore the boutique, they will discover nods to both Boucheron’s Parisian roots and its innovative spirit. One of the standout features is a magnificent wall of straw marquetry, crafted by French artist Olga Thune-Larsen. This artistic element, along with alabaster lamps by Pierre Chareau and custom-designed chandeliers by Maison Delisle, highlights Boucheron’s dedication to blending French craftsmanship with modern design.

The VIP section of the boutique offers a truly immersive experience, recreating the ambiance of Boucheron’s private Parisian apartment at 26 Place Vendôme. Complete with a library, living room, and dining area, this intimate space allows clients to experience the world of Boucheron in unparalleled comfort. The pastel-colored cloud wallpaper by Calico adds a dreamlike touch to the room, while a Pierre Chareau sofa from 1923 invites visitors to relax and enjoy their time at Boucheron.

And last but certainly not least — last week, on September 10th, 2024, Boucheron celebrated its arrival in America and the opening of its first New York City boutique with an exclusive New York Fashion Week event at the Cooper Hewitt, Smithsonian Design Museum. The multi-day immersive experience, “From Paris to New York: A Cutting-Edge Journey Since 1858,” highlights the Maison’s 166-year legacy of couture, innovation, and style.

The star-studded event featured guests including Gwyneth Paltrow, Colman Domingo, Hailee Steinfeld, Cole Sprouse, Ari Fournier, and brand ambassadors MINA and Alexa Chung, all adorned in exquisite Boucheron creations. Grammy award-winning artist Leon Bridges performed, while DJ Philou provided the evening’s soundtrack, making it a glamorous and unforgettable night in honor of Boucheron’s U.S. expansion.