CORPORATE PROFILE
Van Cleef & Arpels style applies to the various ranges of products; it would not be possible without the in-house workshops in Paris and New York established long ago. More than sixty people work on design, layout and production of the jewellery at these premises. Amongst the jewellers on Place Vendôme and 5th Avenue, Van Cleef & Arpels is the only House to produce all its high jewellery in its own workshops.
A main feature of Van Cleef & Arpels jewellery lies in the high distinction of its designs. The stance of the position taken by the brand is backed up by the sources of its creations; these lie in the enormous library of designs and design data, collected throughout the years. The brand’s offer is strengthened by a more focused products portfolio and developing of new collections.
All of Van Cleef & Arpels jewellery can be divided into the following three large categories. It is our intention to periodically add and develop new lines and product animation to each category.
Today, the House remains a brand of distinction and exclusivity closely associated with the spirit of France, which symbolizes refinement and elegance. Its aim of excellence is expressed in a myriad of ways, as much as in the choice of materials and quality of workmanship and techniques as in the expectation of style and creativity. The company’s creativity is the stimulus of innovation. The “Mystery Setting”, an exclusive technique is the quintessence of what Van Cleef & Arpels can bring to the world of high jewellery.
The “Mystery Setting” is the perfect example of a technique dedicated to creativity, and very specific to the House’s High Jewellery developments. It’s an exclusive procedure. It eliminates any visible claws and enhances the sparkle and purity of precious stones and diamonds. Invented in the 30’s, this know-how has been registered by Van Cleef & Arpels in 1933 and is continuously improved. Different from other ways of setting stones, it requires both virtuosity and an incredible amount of time such as 1800 hours for the Millennium Clip.
Van Cleef & Arpels is marking the Establishment’s desire to intensify its presence internationally. This new development has been done through a new concept store created by the renowned British designer Anouska Hempel. It brings the spirit of the House into the store with glamour, femininity and sensuality. Three words that define the brand’s personality; three principles that govern the concept of this impressive store, thought of as an apartment and designed to make each individual feel at home.
Loyal to the founders who moved into the prestigious Place Vendôme boutique in Paris in 1906, this new vision of a Van Cleef & Arpels “salon” perpetuates the spirit of haute jewellery as an art devoted to the glory of women. From the Mystery Setting masterpieces, which borrow from an extraordinary classicism, to the most contemporary pieces, this novel décor stages the designs of the House with as much splendour and refinement. In Monaco, Paris, Osaka, Hong Kong, Singapore and everywhere around the world, starting from 2002, the boutiques are transforming themselves on the basis of this new concept.
