Boucheron expands presence in Middle East with Villaggio Mall boutique 

At the heart of the new boutique lies the exclusive VIP salon, characterised by an Art Deco-inspired decor that plays on geometry and colour contrasts

Doha- Luxury jeweller Boucheron has marked a significant milestone in its Middle East expansion strategy with the inauguration of a new boutique at Qatar’s Villaggio Mall, located in the Via Domo section. The boutique, a collaboration between Boucheron and Fifty-One East, was unveiled amidst a distinguished gathering, including French ambassador Jean-Baptiste Faivre and key executives from Fifty-One East and Darwish Holding. 

The event, graced by Boucheron’s chief commercial officer Thierry Lamouroux, president (EMEA & US) Geraldine de Vulpian, and brand director (Middle East) Alban Pesneau, underscores the brand’s commitment to enhancing its presence in the region. This latest addition marks Boucheron’s 13th retail point in the GCC region and its second in Doha, complementing the existing Lagoona Mall boutique inaugurated in 2011. 

Embodying the opulence of Boucheron’s flagship at 26 Place Vendome in Paris, the Villaggio Mall boutique exudes the warmth of a family residence intertwined with the grandeur of traditional French architecture and design.  

At the heart of the new boutique lies the exclusive VIP Salon, characterized by an Art Deco-inspired decor that plays on geometry and colour contrasts. Boucheron, renowned for its prolific production of Art Deco jewellery, showcases strong geometric lines and vibrant hues of gold, orange, and blue in this space. To enhance the artistic ambiance, the Maison commissioned French illustrator Vincent Roland to craft four bespoke Art Deco illustrations. 

To commemorate the boutique’s opening, Boucheron flew in its iconic Lierre de Paris question mark necklace from Paris. This emblematic piece, accompanied by its matching bracelet, ring, and timepiece, symbolizes Boucheron’s legacy of innovation and creativity in high jewellery. Designed by Frederique Boucheron, the question mark necklace represents a revolutionary moment in jewellery history. 

Alongside its High Jewellery creations, the boutique showcases Boucheron’s signature collections including Nature, Quatre (celebrating its 20th anniversary this year), and Serpent Boheme. These collections reinforce Boucheron’s status as the epitome of French High Jewellery Maison, blending sophistication with contemporary elegance. 

Courtesy: Retail Jeweller ME News