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Jewelry Blog

French jewelry brand Van Cleef & Arpels has been celebrating the 50th anniversary of their Rodeo Drive boutique, fresh from remodeling. The recent unveiling has seen the store livened up with a Parisian atmosphere. Helen King, president, and CEO of Van Cleef & Arpels America, in her interview with the Los Angeles Times, has declined any knowledge of the budget for the store's cosmetic overhaul. “It’s a special moment for us so we decided to renovate,” she said, adding later when inquired about the costs that “It was a huge investment.” 

The first floor alone boasts a tropical atmosphere, as well as a champagne and juice bar for shoppers to relax. The presentation is teeming with palm tree wallpaper and citrusy drinks like Red Romance, which includes a mixture of pressed blood oranges, watermelon, and strawberries. The bartender serves clientele Brut champagne from Billecart-Salmon, while the decor, from French company Zuber & Cie, envelops those in attendance.

The Champagne and juice bar in the revamped Van Cleef & Arpels store in Beverly Hills.

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The additions of the second floor have nearly doubled the amount of space to around 7,500 square feet with the introduction of two salons, Poetic Salon and Art Deco Salon. The latter is decoration with vases marked with Kelly Wearstler's design. Another significant inclusion is that of an 18-seat dining hall which took about eight months to get going.

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Van Cleef & Arpels Swiss-based parent company Richemont seems to be welcoming the remodeling with open arms and the market for personal luxury goods doesn't seem to be waning any time soon according to consulting firm Bain & Co. The latter projected that global sales might experience a growth of up to 4% and 6% in this year alone. Numbers may be exceeding $298.61 billion or 271 billion euros.

“We want to enhance,” said King of the brand's mission with this latest renovation. “We want to enrich. We want to engage the client, and we want to educate the client.” These ambitions to educate clientele about jewelry had left King considering future events that may aid in Van Cleef & Arpels' priorities. In her interview with the Los Angeles Times, she suggested classes where experts of gemstones or watchmaking may be invited to teach.

Information originally sourced from Los Angeles Times.