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Thursday, December 11, 2008


Over 150 years of luxury

Boucheron has been serving the world for almost 150 years. Founded in 1858 by Frederic Boucheron as Place Vendome Jewelery House, the brand was an immediate hit with fashionable women, actresses and even royalty.

Frederic Boucheron began working as an apprentice from the age of 14, then later opened his own shop at the age of 28. He died in 1902 but the business remain in family hands. A golden belt buckle set with cornelian stone, made in this era by Boucheron is stored at the British Museum.

Fast forward a century and a half later, the brand is still going strong, supplying amazing high-end jewelry, timepieces and fragrances. Parfums Boucheron's first fragrance was released 1988. It was named Boucheron and the scent and packaging were a worldwide phenomenon. With a bottle shaped like a ring, it was designed to lie on one's dressing table, like any other piece of jewelery. The first four perfumes all had saphire-blue cabochon tops, remeniscent of their Place Vendome heritage. The idea was the brainchild of Alain Boucheron, Frederic's grandson who is the company's former president. Most perfume houses of the time attempted to partner with as many stores as possible. But to the contrary, Boucheron limited its distribution channels to maintain the same air of exclusivity as Place Vendome. The strategy was a success and the perfume was a winner at the Fragrance Foundation Awards, taking two awards in 1989. One for 'Most Successful Women's Fragrance Introduction' and the other for 'Best Women's Package of the Year'. Boucheron became a trend setter with many other perfume houses following suit.

Eight more fragrances have been added to the Boucheron range since then. The additions include Jaipur, Jaipur Saphir, Boucheron Pour Homme, Initial and Trouble. Recent releases include Trouble Eau Legere, Jaipur Homme Fraicheur in 2006. The latest is Miss Boucheron, released in 2007.

When Alain Boucheron became president he aimed to make the lines of jewelery and perfumes more accessible and affordable. Although the brand had built its name on exclusivity, reaching a wider audience became its mission. It was no longer just to be flaunted by maharajahs and kings. Boucheron perfumes now debut all over the world, in over 35 countries and 6000 stores.

The Gucci Group acquired Parfums Boucheron in 2000. The Boucheron workshop is still on the fourth floor at 26 Place Vendome, and those that work there continue to work their magic, producing ' luxury in a bottle.' The tradition and elegance, that is Boucheron, remains.


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