Boucheron has positioned itself as a leading brand in Qatar owing to its sophisticated craftsmanship, which complements the Qataris’ innate passion and exquisite taste for high jewellery.
Qatar is an important market for Boucheron, according to its CEO Hélène Poulit-Duquesne, who was in Qatar for the 15th Doha Jewellery and Watches Exhibition (DJWE).
“I am really happy that our image is really high-end in Qatar. Our position in the country is really the one we should have at a worldwide level, meaning they really understand that Boucheron is a high-end brand,” said Poulit-Duquesne, who also lauded Boucheron’s partnership with Fifty One East.
Serpent Bohäme Toi et Moi ring, set with malachite, in yellow gold.
Goutte ring set with a pear diamond and rock crystal, paved with diamonds, in white gold.
“We are really happy with the collaboration with Fifty One East. Because of this partnership, we are growing more than steadily. They have positioned us in the right direction.
“We have the right clients in Qatar, some of whom we’ve already met and they love Boucheron and they understand the brand, so I am quite happy with this partnership,” Poulit-Duquesne told Gulf Times in an interview on the sidelines of the event.
Asked about the role of the DJWE in promoting Boucheron’s image in Qatar, she said: “The exhibition is really an important tool to position ourselves in the country. It also shows what we really do as Boucheron and to present the high jewellery collection that we have. I believe they are sufficient enough so that people understand what we are doing.”
Asked to describe the Qatari woman and what distinguishes her from other clients, Poulit-Duquesne said Qatari women are “high-end clientele”, who have a discriminate taste for world-class jewellery.
“They have initiative, they know everything and they really understand the product and the craftsmanship, the history, and the position of the brand. They are in love with stones and with the craftsmanship and design of our pieces, so they are, I would say, an advanced type of clientele,” she said.
She noted that while Boucheron does not plan to open another boutique in Qatar, the company still regards the Middle East region as an important market. Only recently, Boucheron opened its second boutique in Kuwait, she said.
Aside from preparations for the celebration of Boucheron’s 160th anniversary in July, other plans in the pipeline include focus on newly-tapped markets in China and Moscow.
“The Middle East region is very important for us, but on a worldwide basis, our big priority is China where we had just opened two boutiques last January. I would say that the Asia Pacific region, excluding Japan, is really a priority now,” she said.
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