The Royal Jewellers S01 ep16 : Boucheron Jewellery [Paris]

Interview with Jean-Claude Le Rouzic

PARIS - Jean-Claude Le Rouzic- Boucheron - One of Paris' oldest Jewellery houses located on Place Vendome.

I thought that the translation of the jewellery world into a perfume was insufficient. So when we started to work for Boucheron the concept was to go as far as we can to make the perfume be like a jewel.

 

Jean-Claude Le Rouzic

21.01
Boucheron was created in 1858. It was a family company during four
generations and, so now it is a company, which is part of the Gucci group.

21.18
Before I started with Boucheron I was with the Sanofi Group and I was looking
after many brands, in charge of Perfume.
I thought that the translation of the jewellery world into a perfume was
insufficient. So when we started to work for Boucheron the concept was to go
as far as we can to make the perfume be like a jewel.

21.51
Now a perfume means a brand, a brand name. Before it was a smelling
France or smelling a part of culture.

Jewellery Theatre Carravaggio

22.03
I was very close to the Noses. I am translating to them what we wish to do. It
has to be sophisticated, it has to be very feminine (because jewellery is mostly
feminine), and it has to be of high quality and it has to be something with a
very strong signature, something that you recognise, something that does not
exist.

22.33
These people - this man or woman, have to be very talented because what
you explain to them is always very limited because it is more a feeling, it is
more a sensation, it is more an emotion.

Jewellery Theatre Carravaggio

22.49
So it is step by step that you see the product to be built.

22.55
It’s the same with fragrance, under another name, it could be a failure or it
could be a success.

23.03
The brand is bringing in the imagination of the people, a translation.

23.13
And our duty of creator is to build that idea which is behind the brand.

23.20
It is a story. The story includes a bottle, the cap, the packaging, and fragrance.
It is a brand name. It is everything.

23.38
KM – How did you know when the smell was just right?

Jewellery Theatre Elements

23.41
It is a complete question of feeling. When we think that we are with something,
which is the right translation of our concept, we do some market tests to check
how people are reacting. But it is always something that we are taking very
carefully.

24.08
A brand like Boucheron with our very long history and longevity cannot be
established during more than 140 years without the confidence of the clients.
And why are the people coming in our shops? Because they know and they
trust that what we are telling them and the quality of what we are offering to
them is the best.

24.48
KM – What is jewellery to you, what is it?

24.49
It is the most exclusive goods in the world - it is probably the most fascinating
product because it is something, which is built by humans but coming a very
long way from the earth.

Jewellery Theatre Fairytales

25.09
When we are selling a stone, when we are cutting a stone, when we are
building a jewel with a stone, the stone is coming from years and years - a
million years ago.

25.32
We live in a world of emotion. You cannot be insensitive to a fragrance or to a
bottle or to a brand. Maybe it is there that there is a relation with art. It is
bringing emotion to you. You don’t buy something in this field if you are not
receiving some emotion.

OFFICIAL WEBSITE: Boucheron Jewellery