How Boucheron’s whimsical new high jewellery collection, Carte Blanche, More is More ‘brings joy to Place Vendôme’ with funky iron-on patches, scrunchies and more – interview

Jul 31 , 2023

Boucheron’s artistic director Claire Choisne has launched her fun and funky Carte Blanche, More is More collection that features iron-on patches and a huge magnesium hairbow. Photos: Boucheron

When France was in lockdown in 2020, Boucheron’s artistic director Choisne decided to bring joy to the centre of jewellery making in Paris – Place Vendôme – with her groundbreaking 2023 collection

She calls the brand ‘a fun grandmother’ and her funky Carte Blanche, More is More collection features brash colours and a vibe inspired by the Memphis Group, an 80s Italian design collective

Back in 2020, when France was in lockdown, Claire Choisne, artistic director of Parisian jeweller Boucheron, was working on the 2023 collection. Amid the doom and gloom of those days, she set out to “bring joy to Place Vendôme”, the centre of jewellery making in the city.

A funky ring from Boucheron’s Carte Blanche, More is More collection.

Founded in 1858, Boucheron has a long history, even providing jewellery to royalty, but Choisne has been shaking things up ever since she joined almost 12 years ago.

“We’re the oldest and first jeweller on Place Vendôme – but we’re a fun grandmother,” she says, laughing at the brand’s high jewellery presentation during the haute couture shows in Paris in July. “We’re old so we’re not afraid to try new things and it’s not that because they’re expensive pieces, they should be boring. Fashion is cool so high jewellery should be too.”

Solve Me necklace is an example of the cubic jewellery featured in Boucheron’s latest high jewellery collection.

Choisne, who is very much influenced by fashion, focused all her flair for the brand’s latest high jewellery collection, Carte Blanche, More is More. “To precious joy” is a guiding theme, a departure from the typically rarefied and intimidating spirit of high jewellery.

Forget big diamond necklaces to be worn with ball gowns or hidden in a jewellery box. Choisne came up with scrunchies and other adornments that defy the rules of jewellery design.

A model wearing an outsized hair bow made of magnesium.

A huge hair bow of magnesium was a challenge for the Boucheron ateliers, used to working with gold and platinum. “I’m obsessed with technology,” says Choisne. “I want no constraints and you have to find solutions. If you do a piece like this hair bow in gold it would be too heavy.”