Beautiful jewellery deserves a beautiful setting in which to display it, and premier French brand Boucheron doesn’t cut corners when it comes to its stores.

The latest home for these exquisite gems from Maison Boucheron has arrived at The Dubai Mall in the form of a flagship boutique that takes its design cues from the stunning Paris HQ on the famous Place Vendôme. Dark marble, black metal frames and symmetrical lines echo themes of French classicism in the new warm and inviting Dubai boutique. Measuring 184 square metres, the store sits in the mall’s high-end Fashion Avenue shopping area and expands Boucheron’s presence in the Middle East to an impressive 10 locations.

Unveiled in May 2022, the contemporary store in The Dubai Mall has been designed to reflect the values and codes of Maison Boucheron as well as create an inviting space for customers to peruse the latest collections.

For VIPs, an intimate salon decorated with a mix of geometric and organic patterns ensures privacy and an opportunity to observe jewels up close. The salon is lined with sketches that demonstrate Boucheron’s close connection with nature, which inspired the brand’s founding father Frédéric Boucheron to design the iconic Question Mark necklace in 1879.

The new Dubai boutique contains iconic pieces such as Quatre and Serpent Bohème plus the Animaux de Collection and Nature collections. Visitors can also browse the latest high jewellery collections Histoire de Style, Carte Blanche, Contemplation, and Art Déco. Boucheron’s archives, meanwhile, are the source of inspiration for the Histoire de Style collection, which was launched at the start of 2022.

Maison Boucheron’s renowned store in Paris stands at 26 Place Vendôme in the Boucheron Hôtel Particulier, one of the most prestigious addresses in the French capital. Neighbours include Van Cleef & Arpels, Cartier, Bulgari, Piaget, Breguet, Graff and Rolex.

Created by the artistic and innovative Frédéric Boucheron in 1858, the elite jewellery house has evolved through four generations, making it a true family business. Now led by creative director Claire Choisne, Boucheron continues to set new benchmarks for high jewellery, while also manufacturing watches, fragrance and eyewear as it follows its motto to invent the classics of tomorrow.

For more info, visit boucheron.com