PARIS — French jewelry and watchmaker Chaumet has opened its first dedicated bridal salon at 12 Place Vendôme. The Paris boutique, designed by Elizabeth Leriche in gray tones with accents of mother-of-pearl, opened this week in the space next to its flagship that was formerly dedicated to temporary exhibitions.
Items from the Frisson, Joséphine and Liens collections are displayed in cases and bell jars under a neon sign that reads: “Love Is a Diamond.” A screen in a corner shows a bridal-themed short film, “The Triumph of Love,” featuring a young couple strolling through Paris.
To celebrate the opening, the boutique is presenting a one-of-a-kind ring named Le Sacre de l’Amour in honor of Napoléon Bonaparte and Joséphine de Beauharnais, who were customers of the house. Featuring a 25.86-carat fancy intense yellow diamond, it carries a price tag in the millions.
Customers can order custom and there is a private salon for future brides to try out jewels with their wedding gown. The store also offers personalized services such as boat rides on the Seine river and picnics on the grounds of the Château de Malmaison, Joséphine’s former residence.
Jean-Marc Mansvelt, chief executive officer of Chaumet, said it was part of an experiential approach. “[We want to] offer customers a unique experience and a total immersion in their dream. Today, marriage is no longer just an official ceremony but a moment of celebration, conviviality and sharing,” he said.
“This is much more than a point of sale. We want to create a unique moment. Experiencing a boat ride on the Seine is emotional: you discover Paris in a different way. To picnic at Malmaison is, in a sense, entering the legend of Joséphine,” he added.
Mansvelt said bridal sales accounted for a “very significant” portion of Chaumet’s business, but declined to disclose figures.
The store is aimed at both local residents and foreigners who come to Paris to get married or have their wedding photos taken in settings including Chaumet’s listed 18th-century private salons, located above the boutique and ordinarily closed to the public.