Boucheron marks 20 years in the UAE with ‘Letter to Dubai’ initiative in boutiques

The activity period in mid-Maysaw three Emirati creators engage with visitors at the brand’s boutiques in the Dubai Mall and Mall of the Emirates

Dubai: Boucheron has marked 20 years of operations in the UAE with an initiative titled ‘Letter to Dubai’, held across its boutiques in Dubai. The activity period in mid-May saw three Emirati creators engage with visitors at the brand’s boutiques in the Dubai Mall and Mall of the Emirates. It aimed to connect the brand’s presence in the UAE with local practices across photography, fragrances and food.

During the activity, photographer Hussain Al Moosawi presented his project ‘Façade to Façade’, which documents buildings across the UAE. His archive includes more than 600 structures, focusing on mid-century towers and residential blocks. The work records buildings that are being replaced by new developments. As part of the initiative, his images were presented to visitors as printed postcards, allowing them to write and send messages.

Perfumer Amna Al Habtoor, founder of Arcadia, created a special perfume for the programme. The composition drew from personal experiences and included notes linked to regional fragrance practices. It was presented within the boutique space as part of the visitor experience.

Chef Alhassan Bin Dhabooi Alfalasi from Inner Child Bake Shop participated with a menu linked to Emirati food practices. His offering included hot chocolate prepared with a combination of cocoa and salt. The menu reflected his work based in Al Khawaneej, Dubai.

The initiative also included a workshop, introducing children to the ancient craft of gilding. Participants engaged with gold leaf application, a technique associated with jewellery-making. The activity aimed to introduce younger audiences to the craft process linked to the brand’s history.

Visitors were invited to take part in multiple activities, including writing letters, engaging with the perfume installation and participating in the workshop. The activity period extended from May 11 to May 17 at the Dubai Mall, with a second phase from May 15 to May 18 at Mall of the Emirates.

Boucheron stated that the initiative forms part of its customer engagement exercisein the UAE, linking its anniversary with local participation. It connected the brand’s retail space with cultural activity, bringing together creators and visitors within the boutique environment.

Boucheron is a prestigious French luxury jewellery and watch-making house founded in 1858. The global brand operates in the UAE through a strategic joint venture with Al Tayer Insignia, managing flagship boutiques in Dubai and Abu Dhabi.

Retail Jeweller ME News