Boucheron Brings Parisian Elegance to the Middle East

Lindsay Judge   |   17-11-2022

Boucheron brought its Parisian elegance to the Middle East with the second edition of its “La Maison” event in Riyadh.


The jeweller celebrated the bridge between Parisian and Middle Eastern cultures and showcased the Carte Blanche, Ailleurs High Jewellery collection for the first time in the region.



The event consisted of a visionary experience at Aseel Resort in Riyadh from 7th to 10th November 2022. The resort is located in Diriyah, the birthplace of the first Saudi state, a historical crossroads of pilgrims and traders, and home to one of the kingdom’s most ambitious heritage developments.



“The Middle East is a historic and crucial region for Boucheron from a business standpoint, as it still holds tremendous potential. In Saudi Arabia, as in the rest of the region, we operate at the very top of the market, selling to highly educated and savvy collectors. This is something I am proud of, which is why Boucheron returned to Riyadh to host the second edition of our ‘La Maison’ event. What made this event even more special is that it is the first time our newest Carte Blanche, Ailleurs High Jewelry collection was shown in the Middle East. Through this unique experience, we reassert who we are: the most stylish, innovative, and cutting-edge High Jewelry Maison,” said Hélène Poulit-Duquesne, CEO of Boucheron.


Portrait Mila Al Zahrani


Boucheron also unveiled its new local ambassador actress Mila Al Zahrani. A leading figure of the new generation of actresses in Middle Eastern cinema, Mila’s bold career choices challenge the position of Arab women in society and have established her as an outstanding advocate for women’s empowerment. With her free spirit and audacity, Mila brightly embodies the values of Maison Boucheron and will be part of the Maison’s upcoming campaigns.


Hélène Poulit-Duquesne ©Maximilan Gower


The experience explores the four pillars of Boucheron’s DNA: Heritage, Innovation, Style, and French Art de Vivre.