The House of Boucheron opens a flagship store in Beijing

With a first point of sale in mainland China since 2005 and a current network of two boutiques at Shanghai Plaza 66 and Shanghai HK Plaza and a point of sale in Dalian, Boucheron now extends its presence through a new flagship store in Beijing. The 80 square meter boutique is located at Sparkle Roll Plaza within the central business district of Chaoyang, next to Burberry, DeWitt, Parmigiani and Richard Mille. Additionally, Boucheron is also present in Greater China through three points of sales in Taiwan and a flagship in Hong Kong.

Faithful to the Paris Place Vendome boutique’s interior design, the Beijing store offers a welcoming atmosphere and a voluptuous environment through its wooden décor and aubergine color palette. Whilst being elegant and convivial at the same time, the flagship provides an inviting and intimate space for the customer’s comfort.

Amongst the creations that can be discovered at the boutique are Boucheron’s unique and exceptional high jewelry creations, its bridal collections with lines, such as Ava, Eternelle Grace, Précieuses Pointes de Diamants and Sublimes Facettes as well as its emblematic jewelry lines, such as Quatre, Delilah, Ma Jolie and its Bestiary pieces (as the above shown Bagha ring illustrates). The House’s iconic Reflet watches that feature a system of interchangeable watch straps dating back from 1946, can also be found surrounded by precious feminine timepieces like Ava Déco and Ma Jolie. Boucheron’s creations reflect the creative audacity, the savoir-faire and the standard of excellence, which together contribute to the success and sensuality of the jeweler since its creation in 1858.

Mr. Zhao, COO and Deputy Chairman of Boucheron’s exclusive franchise partner in mainland China, Sparkle Roll Group Limited, commented: “As Sparkle Roll Group’s most important jewelry partner in China, Boucheron’s status is vital and irreplaceable. The cooperation of the two parties is enjoyable and even intimate. Therefore, I believe, with Sparkle Roll Group’s strong operational strength and the brand’s international status, Boucheron will have a bright future in China for sure!”

Boucheron currently operates over 50 boutiques worldwide and continues to bewitch the world through the development of its points of sales on an international scale.