Brand domain Jeweler Van Cleef & amp; Arpels, a love story for more than a century The story of Van Cleef & amp; Arpels begins in 1895. Originally, it is a marriage of love between Estelle Arpels and Alfred Van Cleef. Jeweler
Estelle is the daughter of a gem trader and Alfred the son of a diamond dealer. In addition to their love, he shares the love of precious stones. In 1906, the couple opened a jewelry store on the very legendary Place Vendôme in Paris. Their family will know an eventful destiny. However, their love will give birth to jewelry creations, each more sublime than the next.
A great success despite the Second World War
From the opening of their boutique on place Vendôme, Estelle and Alfred are very successful. Between the 20s and 30s, lovers imagine revolutionary jewelry, such as the leather strap of watches while fashion is still in the pocket. After Alfred’s death in 1938, the horror of war caught up with the family and the Van Cleef & amp; Arpels is put under “Christian administration”. Going into exile in the United States, the family then imagines jewelry, drawing inspiration from American fashion. A jewel representing a ballerina where fairies appear in the new collections and become the emblem of the brand … The second generation of jewelers is born. The twentieth century style will be the blend of French elegance and American culture. Despite the misfortunes and the war, we can say that the house of Van Cleef & amp; Arpels has built its success on three key words, love, creativity and innovation.
Van Cleef & amp; Arpels
The opening of the boutique at 22, place Vendôme in 1906, is of course the most important date in the history of the brand. In 1925, Van Cleef & amp; Arpels wins the grand prize at the international exhibition of decorative, industrial and modern arts for the rose bracelet. In 1935, the Duke of Windsor ordered a first piece of jewelry for the Duchess. In 1939, the house produced the adornment of Queen Fawzia of Egypt. In 1950, the Shah of Iran ordered a diamond bracelet for Her Highness Princess Soraya. In 1956, Grace Kelly ordered a wedding set from Van Cleef & amp; Arpels. In 1973, Van Cleef & amp; Arpels is the first French jewelry house to settle in Japan. In 1976, the brand launched its first perfume “First” … Each decade, the house of Van Cleef & amp; Arpels imagines creations more extraordinary than each other, such as the Marguerite couscous watch, a tiara, the Baroda set, the Galileo clock …
Born of a love story between Estelle Arpels and Alfred Van Cleef in 1895, the Van Cleef & amp; Arpels creates, innovates and goes from success to success. The misfortunes of life have not taken anything away from their creativity which is passed down from generation to generation. In 2012, the Van Cleef & amp; Arpels crowns more than 100 years of know-how and love!