When considering the typical dynamic between a CEO and a creative director, one would usually imagine the latter as a fount of unconventional ideas that have to be reined in by the former — a business strategist with a strict eye on the balance sheet. In the case of jewellery house Boucheron, however, CEO Helene Poulit-Duquesne sometimes comes up with unorthodox notions that are a little extreme, even for creative director Claire Choisne.
Speaking to The Peak in an interview at the VIP room of the French brand’s reopened boutique at Marina Bay Sands, Poulit-Duquesne smiles when asked about Boucheron’s innovative creations and if Choisne ever comes up with concepts that she finds too zany.
Tastefully dressed in a cream dress, a navy cardigan, and a stack of the house’s signature multi-layered Quartre bracelets on her right arm, the CEO says, “It’s very rare. Sometimes, I even push Claire. With our latest collection, “More is More”, I wanted her to use Coca-Cola cans with a view to using sustainable and reusable materials. But she told me, no, that’s crazy; I don’t want to use that. (Laughs) When we brainstorm, we discuss everything, with everybody giving their ideas. And sometimes, I have totally crazy ideas, and she tells me no.”
A CULTURE OF INNOVATION
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