While sitting together in the VIP room of Boucheron's newly refurbished boutique at The Shoppes at Marina Bay Sands in December, Hélène Poulit-Duquesne tells us that it was her first time in Singapore. It comes as a surprise given that the French native is a veteran of the luxury industry, having started her career at LVMH before joining Cartier in 1998, where she worked until 2015 when she took on her current role of CEO at Boucheron.
This visit is significant and also emblematic of Poulit-Duquesne's plans for Boucheron. While the Paris-based jeweller is a prestigious name in Singapore, it has not shared quite the same prominence that other brands of its status have here. But this is changing under Poulit-Duquesne's leadership, not just in Singapore and Asia but across the world where the brand has been making its presence felt and redefining its identity.
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