This fall, Boucheron—a maison with 166 years of haute jewelry heritage—marked a milestone by opening its first U.S. boutique on New York’s Madison Avenue. This elegant space at 747 Madison Avenue isn’t merely a store; it’s a celebration of Boucheron’s storied legacy and a debut of their latest high-jewelry collection, Or Bleu, a collection profoundly inspired by Iceland’s dramatic landscapes. With notable guests like Gwyneth Paltrow and Colman Domingo attending, the event was a glittering testament to Boucheron’s vision and artistry.
At the heart of the Or Bleu collection is creative director Claire Choisne, who has been guiding Boucheron’s design direction since 2011. Known for her ingenious creations that bridge technique and emotion, Choisne has transformed Iceland’s otherworldly topography into breathtaking pieces. “I wanted to show the power of water,” Choisne explains. “And to emphasize the need to protect it, reflecting both its strength and its vulnerability.”
One of the collection’s standout pieces is a pair of pendant earrings crafted from antique marble and adorned with a cascade of diamonds—a feat that took over 100 hours of meticulous craftsmanship. Other creations include a collar 3D-printed from Icelandic black sand and a strikingly long white gold and diamond necklace, measuring nearly five feet, the longest ever produced by Boucheron’s ateliers. While these pieces incorporate cutting-edge technology, Choisne emphasizes that “technique is simply a tool; my starting point is always a dream—a story I wish to tell.”
The Madison Avenue boutique, adorned with an emerald-cut glass façade reminiscent of Boucheron’s Place Vendôme logo, is a perfect extension of the brand’s Parisian heritage. Within, the artistry continues with installations by French artist Olga Thune-Larsen and custom wallpaper based on vintage Boucheron campaigns by Atelier d’Offard. This sophisticated ambiance offers patrons a tactile experience of Boucheron’s craftsmanship and history, paving the way for upcoming openings in Las Vegas, Los Angeles, and Miami.
For Boucheron, this collection and expansion are both an homage to nature’s grandeur and a call to cherish it. Iceland’s icy landscapes may have inspired Or Bleu, but Boucheron’s New York boutique now serves as a gateway, inviting the U.S. to experience their legacy of elegance, innovation, and reverence for nature.
Read more:
