Brands such as LV and Cartier were founded half a century earlier. CHAUMET was founded by Napoleon's royal jeweler and has served the royal family for more than 200 years. The Louvre Museum in France exhibited many CHAUMET jewels, which is the only jewelry brand that won this honor.
In 20 15, I was lucky enough to visit Chaumet's official residence and feel the long history and rich heritage of the brand.
The logo crown of Chaumet brand is what every girl wants to have, and two famous dream weddings in the entertainment circle have chosen this brand of jewelry.
At Jay Chou's wedding, Hannah Quinlivan wore Chaumet's "Lumineers-D 'eau Light of Water" high-definition jewelry, with a diamond crown and necklace. She was a very dreamy princess.
Angelababy and Huang Xiaoming took wedding photos and got married on the wedding day. The baby got married like a princess, wearing a Chaumet crown and a 5-carat pear-shaped diamond ring.
In addition, the wedding rings of the goddess Bidai Syulan and Gao Yuanyuan also came from Xiao Mei.
Every piece of Chaumet's jewelry is as beautiful as a work of art that makes people breathless. It not only has beautiful emotional sustenance, but also has top-level production technology. Chaumet has always been a noble in the jewelry industry.
Let me evaluate Xiao Mei Shangmei's position in the jewelry industry as objectively as possible without any flattery.
In short, the value of Chaumet must be underestimated now, and it is definitely a sleeping beauty compared with jewelers at the same price. The potential is infinite. Although the popularity is not high enough and the reputation is not loud enough, the standards of being a first-line jeweler are basically there.
At present, Chaumet's main customers are French, Japanese and more and more people from China. At the end of the 20th century, before it was acquired by luxury tycoon LVMH, it tried to enter the American market, but it was blocked many times. Later, it shifted the focus of the international market from America to Asia and entered China in 2006. Re-entering the American market should be a recent thing.
From 1999, it was bought by LVMH at the lowest point of brand development. Since 18, the brand value and positioning have been rapidly improved, especially in the past three years, it can be clearly felt that the brand's texture and style are gradually taking shape.
Chaumet's brand style is summarized as romantic, simple and free and easy. Romance: not the romance of love in a narrow sense, but the romantic feelings in a broad sense, free and broad, which is absolutely different from Tiffany and Cartier's little love; Simplicity: not rural, not shabby, but unpretentious natural temperament, you can refer to Henry Rousseau's paintings; Free and easy: there is an aura that can control and dress up everything, and there is no need to carve insects to please people. The DNA of the queen jeweler, which has been flowing in her blood for more than 200 years, has always been full of confidence. Van Cleef & Arpels is so exquisite, and it is for a delicate little princess. Cartier is too strong. Putting on the coat of feminism, Bao Shilong's personality is uncertain and he feels that his face is changing quickly.
This brand feature is the result of the successful shaping of brands and groups based on their history.
Chaumet's brand name starts with 1885. But according to the custom of luxury goods, the appearance of brand name is not necessarily the beginning of brand history. Joseph Xiao Mei married Mary Morrel, and his wife's family is a royal jeweler. In addition, there are two similar process transfers, which can be traced back to 1780. Empresses after the French Revolution were basically its big customers, the most famous being Josephine, the wife of Napoleon I who ascended the throne in 1804.
Since then, Chaumet has become synonymous with the crown of the queen of France.
In order to continue this history and enhance the royal connotation of the brand, Chaumet launched Josephine Josephine Diamond Jewelry Series inspired by the Queen's Crown in 20 10. This high-end luxury jewelry series shows the characteristics and personality of the brand. Josephine diamond ring has become a very unique and distinctive design in the diamond ring industry.
Napoleon's graphic symbol bee has also been reinterpreted and named Bee my love Series, which is combined with love. The abstract graphics of beehives and the concrete images of bees become the design language.
Chaumet high-end jewelry released in July every year is definitely the best among high-end jewelry in terms of creativity, craftsmanship and quality.
Among them, the decorative art works with simple design and geometric lines can not help but remind people of its stunning appearance at the first decorative art exhibition in Paris in 1925. It introduced non-feminine abstract lines into jewelry design for the first time, which was in line with the masculine fashion trend led by coco chanel at that time.
"Watch Tour" reply:
Let's talk about the comparison between Chaumet Shangmei's current situation in China market and other jewelry brands:
1, specialty store and the counter are not as many as others. After all, I came in late and kept a low profile.
There are not as many advertisements as others. Let the average person's understanding have doubts: Is it really a big name?
3, there are not so many big events. There should not be many stars and media who frequently participate in beautiful activities, right?
4. The influence and brand status are gradually rising "rapidly". Many people understand it and directly turn to powder to become a Shangmei user.
Therefore, Shangmei is not a huge brand, but its ranking among luxury jewelry brands is definitely in the top few, and its products are luxurious and royal. However, compared with other brands that everyone knows, the overall sales volume may be worse.
On history, few brands can compare with it. Founded in 1780, it is18th century. The familiar 19 appeared in 1930s and 1940s, or even later.
On the royal bloodline promoted by each brand. It should be beautiful to have a direct relationship with Napoleon.
As far as the status in France is concerned, just visit Fontaine Square. Talk to the French and you'll know.
. . . .
Besides, why ask about status? You can buy it as long as you like. What's the point of doing so many boring investigations?
Beauty is to achieve perfection and beauty. A very modern name, but its development history is in great contrast with the name of fashion sense. Founded in 1780, with a history of 240 years, it is the oldest luxury brand in the world.
Originated in the romantic city of France, Napoleon's royal jewelry and luxury watch brand "Blue Blood Noble" has been passed down to this day. Many classic crowns, royal swords and brooches are from Shangmei, and they have always maintained the style of aristocratic descent, keeping a low profile and being restrained, and are called the only luxury brand in the industry.
In France, it also has the reputation of "emotional jewelry empire", with a series of wedding dresses with diverse shapes, rich meanings and full emotions. Few luxury brands interpret love delicately and softly, and there are endless emotional stories behind every single item, which is the exclusive fingertip happiness token created by Shangmei for the coronation of love.
Shangmei is the celebrity endorsement of Liu Yifei and Jing Song Hye Kyo, and is the favorite of newlyweds. Gao Yuanyuan's wedding jewelry comes from Paris, which is still beautiful. The romantic hydrangea bracelet series is inspired by oriental hydrangea, and a row of romantic Hua Teng is wrapped around the wrist, hoping that the love that spans a hundred years will last forever. Jay Chou and Hannah Quinlivan crowned their love, throwing tens of millions of "Light of Water" platinum crowns, a total of 1.296 diamonds, 48.9 1 carat, worth 83,300 yuan, and a necklace * * a total of 1.70 diamonds, worth 33.96 carats.
In short, it gives us the overall visual feeling, the design lines are soft, and each style contains introverted and low-key, so it is not difficult to understand that Shangmei has become the favorite luxury brand of oriental women, and its personality and feelings are full of implicit beauty. In addition to its low-key and luxurious style, it also has its cultural background and classic love story, which is worth our slow aftertaste, so it is highly recommended.