Many of today's buyers, especially in Asia, prefer to understand the DNA of a jewellery maison before investing in a piece. They want to uncover the history and see the inspiration behind the brand. Even entry-level pieces without diamonds are part of the history of the maison.
For example, the Alhambra was created in 1968 and has a very interesting story to it. [Ed's note: Jacques Arpels, a nephew of the founders of Van Cleef & Arpels, would often pick four-leaf clovers in his backyard and give them to his employees as good luck charms.] We also have pieces inspired by ballet, as dance is something close to the maison's heart. When someone buys them, they buy it for the mystery or the aura of the maison.
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