Earlier in July, we had the privilege of being invited to Paris to discover Chaumet’s latest High Jewellery collection “ Joséphine” known as “The Art of Style”
We had a chat with Jean-Marc Mansvelt, Chaumet CEO to tell us more about this unique “Maison” and the collection.
You joined Chaumet as a CEO in Januray 2015, tell us about the objectives you aim to achieve?
The first objective is a personal one; and that is to learn about Chaumet more. You just need time to dig into the beautiful history of this house and understand it.
The second would be working to elevate the positioning of the brand and bring it to the highest levels. There is a lot of work involved to achieve this objective: the way we tell the story, the way we explain the patrimony, the creativity and the savoir-faire of Chaumet.
And another main objective is to always work on bringing the energy in terms of collections and products and to show the amazing creativity coming from 235 years of history. We need to create more reason always to be in love with Chaumet.
How would you describe the design DNA of Chaumet?
We have worked for the past six months on this question. What is the style of Chaumet? Since two hundred years Chaumet has been very unique and exceptional. It’s not about being demonstrative, it’s about the lightness, the brightness, and when you go beyond the normal explanation. It is about being a little bit more cultural where there is a meaning behind those beautiful pieces. For us it is always important not to be too loud and sumptuous.
With a brand that is not so “loud and sumptuous” as you stated, what strategy you adopt to stay ahead of competition in this market?
One of the main reasons why Chaumet is so successful, it is because of its exclusivity and the fact that it is not everywhere and not for everyone. Chaumet has a sense of distinction. It has an aristocratic style and feeling. Our target is very specific. The approach of our colleagues may be extremely successful and extremely visible, but for us we want to offer something different. Now it’s about finding the balance of being visible in that sense but not too much. That’s the path we are taking.
What do you think the struggles that the industry is facing nowadays?
In some areas there is a certain lack of exclusivity and selectivity. For some of the key players the expansion was so big, so quick and fast. There is a challenge there. Again it’s a question of balance. When you go too fats you just burn steps!
The challenge would be: how much the luxury industry, the jewellery, the watchmaking and the rest can still tell stories of what’s behind the products and the positioning and reaching the DNA, the history, and the patrimony.
How was the collection “Joséphine” received?
The collection was very well received. Clients from different regions around the world were very seduced by this collection. Different couples were interested in different designs.
Any favourites among the collection based on the feedback you received? what do you think the customers are looking for?
“Rondes de Nuit” was highly favoured as it is in line with the “Josephine” story. It is modern yet legitimate and coherent with Josephine. Today people are looking for beautiful and distinctive pieces that they can love and invest in but most importantly looking for pieces from brands that they can trust and that not everyone can wear.
High jewellery to some clients is something to invest in and to others it is just simple and personal. Chaumet is not only about the aristocratic sense of people but also about being alive.
What’s in the pipeline for the brand in our region?
The Middle East is one of the regions that carry real opportunities. It is not a region where we achieved our full potentials yet for many reasons. It is a combination of things: 1) the brand is not really well known in depth and there’s a lot to be told about it, and 2) We have a few stores.
Our aim is to be successful where we are and expand gradually. It is better to first get the awareness and understanding before going massive.
What do you think of the celebrity endorsement and to what extent do you think it is crucial?
We are still working with Marine Vacth. We are happy and she is so Chaumet . She’s very selective just like our brand.What I observe also from our friends at place Vendome is that they don’t have faces but more of having red carpet presence etc..
It is crucial to be visible. Like in Cannes we had a nice presence, and in many cases they chose Chaumet as it is unique and more distinctive.
Any plans of upcoming events to sponsor?
We already participated in being the Official Sponsor of the Ce’sar Awards Ceremony in Singapore and it was very important for us. We will also participate in the César Ceremony next year and be more qualitative. Chaumet is about the transmission of savoir-faire from generation to generation and we will always seek new opportunities.
What can you say to the customers in our region that still think the coloured diamonds has less value than white diamonds?
The perception is clearly changing and in some regions clients look for coloured stones such as in India and Asia especially when we are talking about high-end clients that want to invest in High jewellery. The change or shift is happening gradually and we can observe that. It is also the same for all our colleagues in the industry, probably it will remain a challenge in Middle East but it’s surely changing in the rest of the world.
How can you define Chaumet in 3 characters?
1) Incredible at the level of execution 2) Distinctive as Chaumet doesn’t look like any other brand I know in this industry or elsewhere. 3) Creative! I am incredibly impressed with the 235 years of creations and all the key creators that have been part of the Chaumet history.
What was your personal favorite piece from collection?
Rondes de Nuit !
What are you wearing now on your wrist from Chaumet?
The Dandy ! I just love it as it is very distinctive.
Interviewed by Lara Mansour Sawaya
