Basheeva Viktoria

“If you want to have luck, you have to believe in luck.”

Jacques Arpels

The history of company1896 –Creation of Van Cleef &Arpels;

1906 -The first opening on the Place Vendome in

Paris;

1925– Victory at the International Exhibition of

Decorative Arts;

1933 - Patent Registration «Serti Mysteriex”

1936- Modern Style: Watch Cadenas

1938 - Registration of the patent "Passe Partout"

1939 - Registration of the patent "Minaudiere”

1942- Creation Oiseaux de Paradis clip

1967- Collaboration with ballet

1976 – Launch of the first fragrance "First”

1998- Creation Galilee Clock

1999 – Integration with Richemont:

2000-е – New collections: Midsummer night’s

dream, Pierres de caractere, L’ atlantide etc.

The history of company

Van Cleef & Arpels сегодня 5 lines :

High Jewelry;

Jewelry;

Bridal;

Watches;

Fragrances

The features of the brand:

• High quality ;

• Innovation;

• True art

• Creation of multifunctional jewelry.

67 boutiques all over the world.

Main regions: Europe, Asia, USA

Moto of the company: «We just want to offer the best to our

clients "

The core essence of the brand: Eternal Spring

Symbolism: a brand-

specific unique design

Quality: Necklace Zip, одно из

ключевых. Innovation in

jewelry(1951). Order from

Duchess of Windsor. It is

Transformer

Price: no less than €50 000

Rarity: A modern

interpretation of necklace is a

sufficient rarity. It is issued

only once every few years.

Possibility of different

variations (colored sapphires.

emerald, tourmaline)

Aesthetics: a

combination of humor

and finesse. Cult jewelry

with great history.

Extraordinariness:

Necklace resembles zipper.

Its slider slides up and

down.

Playful and functional

character.

Beverland model(2004)

Luxury brand

Culture

Marketing

History

Integrity

Endorsement

Value-oriented strategy

Integrity

Jewelry of Van Cleef & Arpels:

Masterpiece excellence( 70 masters)

Сдержанная элегантность Using the most

beautiful stones and precious materials(0,5%

precious and semi-precious stones) - Sapphire

Neela Ranee ("Blue Princess"), 114 carats

1956

Innovation ( Minaudiere Precious case, The

between the finger ring, The mystery setting)

Unique design( Metamorphosis, Asymmetry,

Volume, Movement)

The choice of royal family and celebrities

Steps of creation a masterpiece

Design;

The choice of materials;

Modeling;

The final formation of jewelry;

Insertion of stone;

Polishing;

Quality control

Value-oriented strategy

Customers like the most skilled

connoisseurs and aesthetes (royals and

celebrities

Holding closed evenings and

impressions for their clients;

Personalized approach to client

Design dream event: Assist customers

with designers to create jewelry of your

dreams

The art of dial event: Individual order of

hours

Personal engraving on wedding rings

Culture and history

Van Cleef & Arpels is proud of its story of creation, formation stages of the brand, famous collections and integrates all this in its activities today (communication, reproduction masterpieces)

Collection of 5 famous dances of 20th

century Bals de legend. Symbolic objects: brooch Femme l'eventail brooch Rosemunde brooch Diamond and Onyx Dancer

Issue the same book, which contains unique historical materials for creation a collection.

Legends of houseVan Cleef & Arpels has more than 10 legends about

the history of house

Fabulous love storyIn the late 19th century, a young girl Estelle Apers

,daughter dealer of precious stones met a young man

Alfred Van Cleef, son polisher. This was the

beginning of a great love.

They had much in common: youthful enthusiasm,

family solidarity, passion for precious stones.

Therefore, the husband and wife were inspired to

create together. This desire led to the creation of the

jewelry house. And in 1906 together with his brother

Alfred Estelle talented seller, began to do business.

Holding of exhibitions dedicated to the

collectionExhibition "Van Cleef & Arpels,

l’Art de la Haute Joaillerie"

Location: Museum of Fine Arts, Paris

About 500 works are shown together

with the archives, documents,

drawings.

Exhibition"Van Cleef & Arpels,

Timeless Beauty"

Location: Museum of Modern Art,

Shanghai

About 370 works are collected from

the collection at home. More than 100

years of history, the best watches,

accessories, archive drawings and

documents are shown

MarketingThe success of the brand:

High quality of stones;

Creative inspiration;

Innovations;

Century history of the brand

Key role in the development of the brand:

Rene Pyuissan, daughter of Alfred Van Cleef

designer Renesa Lacaze

Selection of natural objects: dragonflies,

butterflies, flowers

Target audience: affluent high society

representatives

Offer: Handbag Minaudiere - vanity-case,

decorated with precious materials,accommodating

watches, lipstick, powder compact, mouthpiece,

lorgnette, bonbonniere and notebook

Marketing today High quality masters(70) + master,

making models of the future(three-

dimensional sketches).

One only company on Place

Vendome, creating models from

pewter and crystal.

Expansion to the East: the key

regions-China, Hong Kong..

Creation of Bridal Ipad App;

Creation a blog on Tumblr-display

ornaments from High Jewelry

Creation an interactive calendar:

"Every day as luck." Notes of luck.

Creation of your own account

online to save favorite ornaments.

Advertising campaigns

2011 «\The nature is

enchanted by ornaments» 2008г Poetry time. High

Jewelry collectionSS 11

EndorsementSponsorship

Event from New York

Academy of Art

Regular sponsor Dubai Design

Days

L.A. dance project

Children’s Research Fund

Sponsor

The School of American Ballet

(Winter Ball)

Icons of Van Cleef & Arpels

Princess Soraya

(Iran)

Duchess of

Windsor

Grace Kelly

Barbara Hutton

Maria Callas

Conclusion

Bright, dynamic brand with over a century of

history;

Focus on Asia regions: China, Singapore,

Hong Kong, India

Development of digital –стратегии;

Opening of the jeweler's art school (Place

Vendome, the mansion of the XVIII century).