Chaumet launches Perspectives collection with instructive online video
Chaumet took an unusual approach to launching its latest collection, Perspectives, with an instructive online video with four key decision makers in the jewelry brand.
Presented by Jean Marc Mansvelt, CEO Chaumet, the half hour video includes multiple explanations of Perspectives, a new line of 81 designs that references the tony jewelry marque’s links with architectural design.
“Architecture is a theme that has run through our history for over two centuries. A back and forth between yesterday and today,” explains host Mansvelt.
Taking a seat inside their gilded salon in Paris, he introduces Benoit Verhulle, chef d’atelier at Chaumet for the past 24 years. Along with Françoise and Pascal of the Precious Stones department, who for reasons of security never provide their family names but do explain the origins of the house’s emeralds – Columbia.
Touring the building, Verhulle stresses key Chaumet codes like the transformability of pieces and harmony colors. Like several key high-end jewellers based in Place Vendôme – the nerve centre of the industry – Chaumet is piggy backing with this week’s three-day haute couture season in Paris, the first ever entirely digital fashion week in French history.
The video also follows on from the lush revamp of the flagship boutique at 12 Place Vendôme of Chaumet, a 240-year-old house. The film is decidedly stilted, yet rather informative; and probably very useful for clients, who can now view and place orders via private one-to-one zoom meetings.
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