Stanislas de Quercize of Van Cleef & Arpels: a flair for boldness
Stanislas de Quercize, the dynamic and creative President and CEO, for 19-years now, of Van Cleef & Arpels International, part of the Richemont Group, started by stressing that “Our collections display boldness, creativity and emotions». He sees creativity as a key element to this establishment, ever since it opened its doors in 1906, at 22 Place Vendôme in Paris.
An establishment that cultivates the art of boldness and emotions
This establishment that was able to rise above the aftermath of the major international crises of 1914, 1929 and 1939 has always reacted boldly and with emotion when faced with international crises, where its tremendous creativity has shone with flying colours. That was the beginning in 1929/1930, of the famous passe-partout, the forerunner of other jewellery, next the famous mysterious mounting, where the stones come in three dimensions and without any visible mounting.
In 1939, the family moved to New York and opened their first shop, first at the Rockfeller Center then on 5th Avenue itself. In 1968/70, the establishment dared to embrace the « pop » culture, creating the « Alhambra » collection which still today is an important design for this establishment.
And lastly, for Stanislas de Quercize, the latest collection called «A Day in Paris», is a response to the current crisis.
How is the brand faring in the current state of affairs?
Of course, we are affected, like everyone, by this crisis. But what we have is the stability of the Van Cleef & Arpels establishment, its past tradition and its legitimacy of over a century of existence (1906).
What strategy have you adopted in light of the crisis?
Well, as you can see (he smiles), we are still riding on this wave of creativity that the establishment has never lost.
Once again, we are boldly showing that our establishment has not lost hope and that in these days, it is important to concentrate on the essentials and on symbols of affection.
Tell me about the collection «A Day in Paris»?
A fun, narrative collection inspired by Paris, that imagines two stories: Romance in Paris and Wednesday in Paris
This collection, very refined and lightweight, is composed of a long collar, pendant, bracelet and ring, and praises the symbolic value of love, with lovers who are hugging or kissing and the ties in our lives, with those children who are playing ball on a Wednesday.
The characters in lapis-lazuli, turquoise, mother of pearl and diamonds, are sculpted in three dimensions. A job marvellously undertaken by our «hands of gold».
As you turn the «A Day in Paris» ring, around, you can see different scenes of life against a black lacquer and diamond finish.
Do you think like other luxury trademarks that luxury codes are in the process of changing?
Without a doubt. It is important to concentrate on the essential and to show real values through our creations. In any case, gaudiness was never our cup of tea. We create beauty, what is real and just, values that our clients can recognize and expect from us.
What is the message that you would like to pass on?
«Do something nice for yourself. »
What is your personal thinking on luxury?
It takes being faithful and creative. In other words a VCA (Very Creative Artist) and to pass on emotions through our jewellery.
A word in closing?
«Our job is simply to offer what is best», Jacques Arpels’s famous sentence that I have adopted and follow to the letter.
