Carats At The Cutting Edge

From rolling out boundary-breeching creations to being a driving force for sustainability in luxury, Boucheron's CEO Hélène Poulit-Duquesne explains how the 165-year-old French jewellery house is a shining beacon for change and innovation.

- Alvin Wong

NOTHING ESCAPES THE attention of Boucheron CEO Hélène Poulit-Duquesne. Not even the shade of aquamarine moire wallpaper that sheathes the VIP room of the brand’s newly refurbished boutique at Marina Bay Sands. “I try my best to make our boutiques in each city unique,” she explains. “I even select the fabrics myself.”

Ever since Poulit-Duquesne joined the French high-jewellery brand in 2015, she has made it her mission to honour the legacy of its founder Frédéric  Boucheron. A fastidious, bold and inventive jeweller with a keen sense of style, Frédéric was the toast of Parisian high-society in the mid-19th century, revered for his experimental and extravagant creations.

Armed with a similar eye for detail and penchant for innovation, Poulit-Duquesne has proven to be a catalyst for change at Boucheron. From reaffirming the company’s position as a cutting-edge high jewellery brand and expanding its presence in Asian markets, to forming a research and development team to roll out forward-thinking creations together with creative director Claire Choisne, Poulit-Duquesne believes that change should be the only constant— especially for a brand that is as steeped in history as Boucheron.

Why is it important for you to be so involved with every boutique’s refurbishment?

The manner in which we welcome our clients reflects a lot about who we are. I visit luxury boutiques around the world and they all look the same. It is a terrible thing when you don’t even remember what it is you saw in Tokyo or Beijing.