IN CONVERSATION WITH STÉPHANIE RAULT
interview by MARIE-PAULINE CESARI
At Numéro Netherlands, we had the privilege of being invited to visit the newly opened Van Cleef & Arpels boutique in Amsterdam, the Maison’s first in the Netherlands. Nestled in the heart of our vibrant city, the boutique is a testament to the brand’s dedication to heritage, artistry, and innovation. During our visit, we had the unique opportunity to sit down with Stéphanie Rault, President for Europe & CIS at Van Cleef & Arpels. In an insightful conversation, she shared her vision for the region, the significance of opening a boutique in Amsterdam, and how the Maison balances tradition with modernity.
What are your key priorities for expanding Van Cleef & Arpels in Europe & CIS?
The region is fascinating because it presents a duality. On one hand, it’s the historical market where the Maison has its roots—France being its foundation—and where we expanded early to Switzerland and the UK. On the other hand, there are countries where we have had limited presence over the past two decades, as our focus was on the U.S. and Asia. Our priorities today are twofold: maintaining and solidifying our historic markets, which are essential to us, while developing closer relationships with local communities in less tourist-centric regions. This long-term strategy aims to foster connections and trust, which are deeply tied to our métiers. Amsterdam exemplifies this ambition—we’re not just opening a boutique but integrating into the local culture and building lasting relationships.
Why was Amsterdam chosen for the first Van Cleef & Arpels boutique in the Netherlands?
Amsterdam was an obvious choice due to its connectivity to the rest of the country and neighboring regions. It’s a hub where many international luxury brands are present. Additionally, Amsterdam holds a central role in Dutch culture and history, making it the ideal place for us to establish a presence in the Benelux region. Interestingly, we’ve been part of TEFAF Maastricht for 15 years, which has allowed us to build a connection with Dutch audiences. Amsterdam, as the heart of this network, felt natural for our first step into the Netherlands. The boutique’s location on a prominent street reflects our commitment to being in the best possible environment while ensuring accessibility and visibility.
How does the Dutch heritage of Mr. van Cleef influence the brand’s identity today?
Van Cleef & Arpels is undoubtedly a French Maison, founded in France in 1906 by Alfred Van Cleef and Estelle Arpels. While Alfred’s Dutch roots are reflected in our name, the Maison’s essence and craftsmanship are deeply French. That said, it feels poetic to open a boutique in Amsterdam, bringing the name back to its origins. Locally, it’s also the one place in the world where our name is pronounced correctly! This connection to Alfred’s heritage is symbolic and meaningful as we expand globally. What makes the Patrimonial collection in Amsterdam special for visitors? The Patrimonial collection is a rare treat for visitors. These are not items for sale but pieces from the Maison’s private collection, often shown only during special exhibitions in select locations. In new markets like Amsterdam, the Patrimonial collection serves as a beautiful introduction to the Maison’s heritage. The collection showcases iconic pieces, such as the Zip Necklace, alongside designs from various decades of the 20th century. Visitors can see how contemporary pieces in the boutique are deeply connected to this legacy. For those already familiar with Van Cleef & Arpels, it enriches their understanding of the Maison’s history. This mini-exhibition is available until March 2025, and we’ve also created brochures in Dutch and English to help visitors explore the story further.
How will the new perfume wall enhance the boutique experience?
Perfume has been part of the Maison since the mid-20th century, but due to space constraints in smaller boutiques, it wasn’t always prominently displayed. With the new Amsterdam boutique’s generous size, we’ve created a dedicated perfume wall to spotlight this category. This wall invites exploration—it’s tactile, visually appealing, and allows customers to experience the olfactory aspect of Van Cleef & Arpels. While perfumes are often found in multi-brand retailers, they are deeply rooted in our Maison’s heritage. This display bridges that gap, highlighting the connection between our perfumes and our identity.
What role does heritage play in Van Cleef & Arpels’ brand strategy?
Heritage is the foundation of everything we create. All contemporary designs draw inspiration from our archives. It’s a rich reservoir of creativity that allows us to maintain authenticity while innovating. Heritage also ties into our commitment to sustainability. Preserving traditional craftsmanship is integral to our ethos, and we actively ensure these skills are passed on to future generations. For instance, we’ve revitalized the art of automata, working with a craftsman in Sainte-Croix, Switzerland, to create innovative pieces while keeping this rare expertise alive. What is the role of sustainability in Van Cleef & Arpels’ mission? Sustainability is central to our values and long-term vision. It starts with the meticulous sourcing of our materials, ensuring we work with partners who uphold our standards of ethics and responsibility. For example, all our diamonds are sourced from suppliers certified by the Responsible Jewellery Council. We’re also deeply committed to preserving and passing on traditional craftsmanship, which ties into our sustainability goals. By supporting artisanal expertise and creating timeless designs, we reduce the need for mass production and waste. Additionally, our focus on education through initiatives like L’École des Arts Joailliers helps raise awareness about the importance of sustainability in our industry, ensuring that future generations carry this mission forward.
How does Van Cleef & Arpels adapt to different markets in your region?
Adapting to local architecture and culture is key. For example, our Amsterdam boutique is housed in a building emblematic of Dutch design, which aligns beautifully with our Art Deco-inspired boutique concept. Beyond the physical space, we aim to create intimate, welcoming environments that reflect the Maison’s femininity and connection to nature. Whether in Amsterdam or Capri, each boutique tells a unique story while maintaining our brand’s identity. What challenges do you see in balancing tradition and innovation? Balancing tradition and innovation is central to our approach. While we remain rooted in heritage, we continuously innovate through techniques, materials, and storytelling. Our automata, for example, marry centuries-old craftsmanship with modern technology to create pieces that inspire wonder. This balance ensures that we honor our past while staying relevant to contemporary audiences.
What future plans do you have for Van Cleef & Arpels?
This year is particularly busy for us. We’re opening boutiques in Frankfurt, Hamburg, Florence, and Madrid, as well as a seasonal boutique in Capri. Each location has its unique challenges and opportunities, but our focus remains the same—building strong local connections and creating spaces that embody our Maison’s values.
