PARIS — As it prepares to celebrate its 160th anniversary, Boucheron is getting a facelift.
Over the next 12 months, the Place Vendôme jeweler will unveil a new advertising campaign, a fresh store concept and a renovated Paris flagship as part of a wide-ranging overhaul orchestrated by chief executive officer Hélène Poulit-Duquesne in preparation for the milestone next year.
Since joining the company in September 2015, the former Cartier executive has set about attracting a younger customer with the launch of a more accessibly priced collection, in addition to conquering new territories such as China, where the brand has no stores.
“Very little had been done to grow the house in the last few years. There was not a lot of investment,” Poulit-Duquesne told WWD. “There are entire regions of the world where we still don’t have a presence, so that’s one of our key priorities.”
The most visible sign of change is at 26 Place Vendôme, where founder Frédéric Boucheron set up shop in 1893, becoming the first jeweler with a presence on the historic square.
The 18th-century building, known as the Hôtel de Nocé, is undergoing a one-year renovation under the supervision of Michel Goutal, chief architect of historic monuments, who has previously worked