Here are the new eco-friendly Boucheron jewelry boxes
“ No pack is the new pack !” These words came out of the mouth of Hélène Poulit-Duquesne , CEO of Boucheron, as she presented the brand’s new packaging on social media. After 2 years of development, the French luxury jewelry house has unveiled redesigned and lighter boxes to promote recycling.
Boucheron: a luxury jewelry brand at the forefront of sustainable development
The environmental footprint of previous Boucheron jewelry boxes was heavy. It is clear that in the luxury sector, it is difficult to sell products without packaging that matches the container . Boucheron therefore thought about the question. How can its boxes be made environmentally friendly while maintaining a premium feel ? After 2 years of work, the answer is here. This new packaging is likely to be emulated very soon.
The collection, made up of 7 boxes, uses only 2 materials
- Aluminum
- Wool felt
Until now, Boucheron boxes were made using 11 materials and came in 12 different sizes. The old boxes were considered too heavy, too bulky and not recyclable. This is why Boucheron's CEO asked her teams to reinvent the house's jewelry boxes . In addition to their much greener environmental footprint, the new boxes are 4 times lighter .
The new Boucheron boxes will appear in June 2024
“ This June, we are embarking on a transformative journey that reinvents jewelry packaging to prioritize lightness and more responsible materials over opulence. Embracing a future where sustainability and luxury converge, we are very proud to reinvent the jewelry box with a new design entirely composed of 2 materials: aluminum and wool felt. This collection of 7 boxes is the result of an ambitious deconstruction of jewelry standards and opens a new chapter in the history of Place Vendôme, ” Poulit-Duquesne said on LinkedIn.
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None of the brand’s previous materials make up the packaging for the new collection. Maison Boucheron is a true pioneer in using aluminum and wool felt. Aluminum is an “ unusual choice for the jewelry industry ,” the brand emphasizes. This material is more common in luxury luggage, designer items, and the aeronautics industry. Chosen for its lightweight, aesthetic, and easy-to -recycle properties, it is paired with “soft and durable” natural wool felt that protects the luxury jewelry from impacts. The emerald green felt uses no glue or sewing . In addition, it is certified by the Responsible Wool Standard (RWS).
The design of the new Boucheron box reinvents the clamshell format
Beyond materials, Boucheron reinvented the traditional design of jewelry boxes , moving away from hinged packaging and opting for boxes with lids that lift off the base . Poulit-Duquesne gave her teams carte blanche. This design is inspired by the brand's archives, including beauty kits from the 1980s . " The classic clamshell system was reinvented by making the box easier to open via its lid to eliminate the use of non-recyclable metal parts, which were considered too polluting, " she explains.
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Boucheron is no stranger to innovating with new materials. It was the first house to design luxury jewelry in gold, diamonds and shells, rattan or aerogel. The redesign of its jewelry boxes is part of the brand's Precious for the Future strategy. It was adopted in 2022. Sustainable Boucheron boxes are currently being designed for fine jewelry .
