PHOTO COURTESY OF BOUCHERON
Boucheron is setting a new standard for luxury with a revolutionary approach to packaging. Recognising that traditional jewellery cases didn’t align with its ‘Precious for the Future’ sustainability vision, CEO Hélène Poulit-Duquesne led a complete reinvention. Bulky and environmentally unfriendly materials are a thing of the past. Instead, Boucheron daringly starts afresh, crafting a future-focused solution.
The brand partnered with sustainability experts to analyse the jewellery case’s lifespan, resulting in the development of a new streamlined approach. Not only did the number of case formats dramatically reduce from 12 to 7, but a completely new material combination emerged. This shift not only minimises environmental impact, but also ushers in a sleek and modern aesthetic.
PHOTO COURTESY OF BOUCHERON
Aluminium, a mainstay in high-end luggage and aircraft, takes centrestage for its lightness, strength and recyclability. Complementing this sustainable choice, luscious wool felt serves as a plush cradle for the jewels. The felt eliminates the need for glue or stitching, further enhancing its eco-friendly credentials. And to top it off, it comes in a stunning emerald green hue that complements its contents.
Furthermore, this innovation goes beyond just materials. Drawing inspiration from 1980s beauty kits and the iconic Place Vendôme motif, textured surfaces pay subtle homage to Boucheron’s heritage. A new, simplified opening system also replaces the traditional hinged closure for a seamless experience. Each case, a collectible object in itself, truly showcases the maison’s commitment to artistry without sacrificing sustainability.
Even the traditional gift wrap gets a sustainable upgrade, transforming into a reusable pouch. Crafted from 65 percent recycled cotton and certified by the Global Recycled Standard (GRS), this innovative packaging serves as a beautiful example of how creativity can have a positive impact on the environment.
