April 30, 2024 Boucheron, in partnership with Fifty One East, has unveiled a new boutique in Qatar’s Villaggio Mall. The opening ceremony was held at the Via Domo section in the presence of H.E. Mr. Jean-Baptiste Faivre, esteemed Ambassador of the French Republic to the State of Qatar, in addition to Mr. Bader Al-Darwish, Chairman and Managing Director of Fifty One East, Mr. Saoud Al-Darwish, Vice Chairman of Darwish Holding, Mr. Thierry Lamouroux, Boucheron's Chief Commercial Officer, Ms. Géraldine de Vulpian, President EMEA & US and Mr. Alban Pesneau, Brand Director - Middle East along with discerning clientele and key press representatives.
The opening follows a series of recent expansions across the region as Maison Boucheron strengthens its presence in the Middle East. It marks the thirteenth retail point in the GCC and the second in Doha, joining the Lagoona Mall boutique which opened in 2011.
The Villaggio Mall boutique offers discerning clientele an enchanting environment to discover Boucheron's iconic jewelry creations. Like all boutiques in the extensive Boucheron network, the space captures the essence of the flagship at 26 Place Vendôme in Paris. Designed with the warmth of an exceptional family residence yet exuding the grandeur of traditional French architecture and design, clients feel right at home.
In this new boutique, the exclusive VIP Salon continues this welcoming environment, with décor inspired by the Art Deco aesthetic, playing on geometry and color contrasts. Among all jewelers inspired by this movement, Boucheron stands out for its prolific production, making it a leading name in Art Deco jewelry. Drawing from this rich heritage, the VIP Salon showcases strong geometric lines and contrasting colors in hues of gold, orange, and blue, and displays bespoke artworks echoing the movement's aesthetic. The Maison commissioned French illustrator Vincent Roland to recreate four Art Deco illustrations, bringing an artistic touch to the space.
To celebrate the opening, Boucheron's Lierre de Paris question mark necklace was flown in from Paris. This iconic piece, alongside its matching bracelet, ring, and timepiece, represents Boucheron's pioneering spirit in high jewelry, a legacy rooted in innovation and creativity. Designed by Frederique Boucheron, the question mark necklace marked a revolutionary moment in the history of jewelry as an expression of women’s independence and freedom.
Alongside the High Jewelry creations, Boucheron’s jewelry collections are presented: Nature, Quatre (which celebrates its 20th anniversary this year), as well as Serpent Bohème. These collections have led Boucheron to become the most stylish and cutting-edge French High Jewelry Maison.
The boutique is located in Via Domo at Villaggio Mall.
