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PARIS — Having sought inspiration as far afield as Russia, China and India, Cartier found the idea for its new collection right on its doorstep.
This story first appeared in the May 15, 2013 issue of WWD. Subscribe Today.
Paris Nouvelle Vague, which goes on sale next month, consists of seven lines with a distinct visual identity, all of which are inspired by the City of Light.
Pierre Rainero, director of image, style and heritage at Cartier, said the Paris Nouvelle Vague collection was originally launched in 1999, but has been expanded to better reflect a modern woman’s lifestyle.
“The lines are inspired by Paris, but they correspond to a woman’s different moods,” he said. “The idea, with this inspiration, was to bring new elements to the way we draw and conceive jewelry, and to be in line with the most recent evolutions in today’s lifestyles.”
Accordingly, the collections run the gamut from classical to playful, from delicate to assertive.
One line is characterized by a diamond-studded wave design inspired by the Seine River. Another features mobile ball chain beads, some studded with pink sapphires and diamonds, which take their cue from fireworks and Paris nightlife.
A five-item set consisting of a necklace, bracelet, pendant, earrings and ring is a graphic interpretation of the late Thirties architecture of the Palais de Chaillot opposite the Eiffel Tower, using pink gold, hematite, amethysts, smoky quartz, pink opals and diamonds.
“It’s in our very nature to be strongly rooted in Paris. This is the capital of fine jewelry. It’s the only place in the world where you will find, historically, this unique savoir faire,” said Rainero.
The launch will be accompanied by a dedicated micro-site, due to be unveiled at the end of May. Print ads will break in the June issues of leading magazines.
Prices range from 2,300 euros, or $2,985 at current exchange, for a twisted gold ring set with diamonds, to 590,000 euros, or $765,450, for a flexible cuff bracelet in pink gold set with diamonds and studded with fresh-water pearls. The prices quoted are applicable in Cartier stores in France.
Rainero said there was a special attraction to purchasing items from the collection while visiting the French capital.
“There is a specific emotion that comes from coming to the source to buy it here, and then there is the romantic aspect. I think the Parisian inspiration speaks to customers everywhere, because Paris is linked to this notion of romanticism and lifestyle,” he said.