Luxe is losing its edge (International Herald Tribune)
Luxury goods companies such as Bulgari are employing cost cutting methods that are modifying “their traditional focus on glamour and glitter.”

Video: Boucheron Attempts to Crack New York’s Luxury Market (Wall Street Journal)
At a time when luxury goods companies are cutting back on spending, Boucheron plans to open a private boutique in New York.

Retailer’s prepare for biggest online shopping day (Drapers)
Today is the biggest online shopping day in the UK, and shoppers are expected to spend £320 million.

Flaunting Days Are Over as Consumers Cut Back (WWD)
According to Faith Popcorn, “conspicuous consumption is over and conscious consumption is starting.”

Bulgari party in Paris, photo courtesy of the International Herald Tribune.

PARIS, France – Boucheron, the Gucci Group-owned jeweler, is leading the way amongst luxury brands in harnessing the influence, passion and talents of its online fans to help promote the Boucheron brand on the Internet.

Founded in 1858 by Frédéric Boucheron, The House of Boucheron is one of the most storied jewelers in Paris’ sparkling Place Vendome. In the past, Boucheron has been a jeweler to international royalty, from the Indian Maharaja Bhupindar Singh of Patiala to Czar Alexander III and Queen Elizabeth II. More recently,  Hollywood royalty like Eva Longoria, Nicole Kidman, and Penelope Cruz have also found themselves bejeweled in Boucheron.

With a luxury profile and brand positioning like this, it would be easy to dismiss the Internet as a sales channel and communication platform. But today, Boucheron is moving into the online space with as much prescience as Mr. Boucheron did when he was first jeweler to set up shop in the Place Vendome.

I spoke to Boucheron to find out more.

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