Buccellati’s expansion continues unabated as the company announced that it has opened a new retail space in Paris, the second store opening by the Italian luxury jeweler in June.
The new boutique is on the corner of Galeries Lafayette, the upmarket French department store known for its neo-Byzantine cupola built in 1912. Buccellati has had a presence in Paris since 1979 and was the first Italian jeweler to open a boutique in Place Vendôme. This new boutique is the company’s second in the “City of Lights.”
The new store will have all of the brand’s jewelry collections including Hawaii, Tulle, Macri, Ghirlanda, Rombi the new Opera line, and the Romanza bridal rings.
About two weeks earlier Buccellati opened a new shop at Neiman Marcus in Palm Beach, Fla. The new shop marks a return to the shopping center of Worth Avenue in the luxury resort city. The jeweler opened its first store on the fashionable street in 1956.
Both stores reflect the architectural concept of Buccellati’s new global identity, first launched in the brand’s five-story flagship store on Madison Avenue, which officially opened in March.
The new design was conceived and developed with the architectural firm, Vudafieri Saverino Partners. It is defined by wood floors, plush, white and cream-colored furnishings and neutral colors highlighted by modern artistic touches.
The new stores and design concept are part Buccellati’s rebranding effort, officially launched in February 2014 with the naming of Lucrezia Buccellati as the number two designer. At the age of 24 at the time of the announcement, she was the youngest person and the first woman to be given that responsibility. Her father, Andrea, is the head designer. Since the company was founded nearly 100 years ago, two generations of the family shared design duties.
The move toward a young designer coincides with Buccellati’s plan to make it more appealing to a younger generation. Other changes included a redesigned logo and website, a first-ever line of engagement rings, one-of-a-kind bejeweled iPad and iPhone covers, and more affordable jewelry (at least by Buccellati’s standards).
Other Buccellati boutiques are in Milan, Venice, Florence, Cala Di Volpe, Capri, Monte Carlo, Paris, London, , Mosca, Dubai, New York, Chicago, Aspen, Beverly Hills, Bal Harbour, San Francisco, Palm Beach, Hong Kong, Tokyo, Seoul and Osaka e Nagoya.
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