In a year marked by a series of remarkable celebrations to commemorate the 150th anniversary of the founding of the House of Boucheron, the world renowned high jewellery company is pleased to announce the opening of its second boutique in the UAE, at the prestigious Emirates Towers Boulevard.

The new 122sqm boutique, located next to Bvlgari on the ground floor, presents a selection from the most iconic Boucheron fine jewellery and bijoux lines, including Exquises Confidences, Quatre, Ava and the charming bestiary universe including Trouble (serpent), Chouette (owl) and the chameleon.

Boucheron’s precious timepieces are also available including the emblematic Reflet line, created in 1947, and all of the newest models with Girard-Perregaux movements: the Carrée, the Ronde, the MEC and the Reflet XL in limited edition. On the occasion of the launch of this second boutique, Boucheron will also be displaying some exquisite high jewellery sets.

Shireen El Khatib, CEO of Al Tayer Insignia, Boucheron’s exclusive franchise partners in the UAE, commented ‘The opening of the second Boucheron boutique in Dubai is a testament to the brand’s growth and success in the region, and we are delighted to play a part in that development’.

The store concept borrows from the unique grandeur of the Parisian Boucheron boutique at 26, Place Vendôme, with its rich mix of historic references combined with a strong, modern edge. Decorative metalwork and embellishment - details that evoke Boucheron’s legendary Belle Epoque craftsmanship - are set against contemporary, custom-made furniture, like chairs of limed oak, leather, and mohair and tables topped with leather. Along the walls, glass display cupboards are threaded with fibre optics, throwing light onto the jewels that are strewn onto cushions of velvet below.

The boutique’s exterior is a formidable stone façade, which acts as a screen between the intimate, jewel-box environment of the salon and the bustling shopping centre outside. Inside the main salon, Boucheron’s signature colour palette is used to create a warm environment - colours of indulgence such as wine and chocolate, cognac and mink. The floor is striped in deep-pile carpeting of chocolate-brown and grey, and bronze mirrors and glasswork create a mood of warm, Parisian sensuality. Overall, the ambiance is one of worldly refinement: it’s a room in which to discover hidden treasures.

Boucheron is exclusively available in the UAE at the Boucheron boutiques located at Mall of the Emirates and Emirates Towers Boulevard.

(Published on http://www.ameinfo.com/171988.html on October 19 - 2008)