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Neiman Marcus Fetes Van Cleef

The party celebrated the opening of a Van Cleef & Arpels boutique at Neiman’s NorthPark Center in Dallas.

DALLAS — “It’s the most special jewelry house today,” declared Jim Gold, president of Neiman Marcus, at a party celebrating the opening of a Van Cleef & Arpels boutique at Neiman’s NorthPark Center here. “The history, prestige, image, beautiful design, timelessness and auction quality appeal to all ages.”

The 790-square-foot hard shop, which is tucked into former office space on the second floor behind precious jewels, marks a significant expansion of the Parisian jeweler’s presence, which had been merely a few counters with signage.

“We proposed to establish a boutique after we assessed the potential,” explained Nicolas Bos, who was promoted to global president and chief executive officer of Van Cleef & Arpels on Jan. 1. “It has proven quite successful.”

It’s the 11th Van Cleef & Arpels shop inside Neiman’s, which first partnered with the brand about six years ago. Additional boutique s of 700 to 1,000 square feet are expected to debut within a year in Newport Beach, Calif., Honolulu and San Antonio, Gold said.

Neiman’s sold the $1.09 million duo of Van Cleef & Arpels “poetic” his-and-hers watches presented in last year’s Christmas Book.

“We are living in very strange times,” Bos reflected. “The level of uncertainty is like never before. We can go from boom to recession pretty much overnight. But we have steady demand on the very high end for creative pieces with true legitimacy. We see customers are much more demanding, which seems to benefit houses like ours which stand for longevity, discretion, sophistication, refinement and value.”

The brand’s New York flagship next to Bergdorf Goodman is getting a complete renovation due for completion in November, he added. Van Cleef has eight freestanding stores in the U.S. and about 100 worldwide.

“We don’t have huge expansion plans,” Bos said. “We go quite slowly, building clientele, consolidating and upgrading.”