Boucheron Hosts An Immersive Jewellery Experience in Riyadh

Lindsay Judge   |   10-10-2021

From October 5th to October 7th 2021 jewellery house Boucheron hosted “La Maison” a visionary jewellery experience in Riyadh.


This exclusive pop-up, located at Lakum Artspace offered Boucheron clients and guests the chance to discover some of the brand’s latest jewellery creations as well as a sending them on a journey of discovery through the House’s history.


Innovation room


With new jewellery pieces on display, visitors are invited to discover the latest collections from the Parisian Maison, including exclusive high jewellery pieces and iconic collections including Quatre, Serpent Bohème, Jack de Boucheron.


Heritage room


Hélène Poulit-Duquesne, CEO of Maison Boucheron discusses the event: “Middle East is a crucial region for Boucheron business-wise. While it is one of the regions in which we have been operating for the longest time – we are actually one of the oldest jewelers established there – it still represents a huge potential and remains a very important part of our customer portfolio. We operate right at the very top of the market, selling to highly educated and savvy collectors who are buying investments, as well as dreams. We are also very proud of our local clientele because they are those who most likely have the best understanding of the Maison, its values and its personality. That is why Boucheron chose Kingdom of Saudi Arabia to host its first edition of La Maison event in GCC.”




Before arriving, guests were invited to create a profile on their phone via a minisite that created a personal Boucheron style recommendation. At the end of the questionnaire, each guest received a personal QR code to scan during the physical experience. This unique QR code allowed visitors to enjoy a personalized journey and discover their own Boucheron style.



La Maison comes as Boucheron also announces the opening of a new boutique in Riyadh. Located in Al Faisaliah this is the third Boucheron boutique in Saudi Arabia and further reinforces the brand’s commitment to expanding its presence in The Kingdom.