Stories on fashion and luxury you won't read elsewhere

The race intensifies among branded jewelers

By Astrid Wendlandt
Chaumet vs VCA vs Boucheron
Twenty or so years ago, luxury tycoons Francois Pinault, Bernard Arnault and Johann Rupert each made a bet on a jewelry brand with a historic flagship on Place Vendôme, the jewelry mecca of Paris. They were respectively Boucheron, Chaumet and Van Cleef & Arpels (VCA). Rupert, chairman of the Richemont group, spent a couple of years acquiring VCA, reuniting assets family by family and region by region, to bring the company and its archives under one roof – just as his father Anton had done 20 years earlier with Cartier. Today VCA generates more than twice the sales of Chaumet and Boucheron put together.

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