Family business
The company became famous in 1925, when the bracelet of their production, decorated with red and white roses (made of rubies and diamonds), won the main prize at the International Exhibition of Modern and Industrial Art. Thanks to successful investments and elegant jewelry, which quickly gained crowds of fans and customers, the founders of Van Cleef & Arpels could confidently talk about the success of their idea. The brand grew so rapidly that in the 1920s and 1930s, successive generations of the family were employed to manage it – including Alfref and Estelle’s daughter, Renée Puissant, who took the position of artistic director.
Jewelry from Van Cleef & Arpels jewelers
The designs created in the brand’s jewelry studios were known primarily for their geometric, almost cubist shapes, which were introduced and promoted long before the popularization of the art deco style. Then, the focus was on vivid colors and colorful gemstones, which were to enliven the outfits fashionable in the 20s and 30s. The partners also decided to produce not only luxurious jewelry but also richly decorated everyday items, such as cigarette cases, pens, combs, lighters, and compacts. It turned out to be a bull’s eye – customers were delighted with such practical decorations.
Van Cleef & Arpels Jewelry Buyer
For example, Van Cleef & Arpels Jewelry Buyer follows closely all the company’s news. They are the first to buy original jewelry. Thus, it combines the purchase of beautiful jewelry together with a good investment.
Jewelry innovations that delight every Van Cleef & Arpels Jewelry Buyer
Not only original jewelry contributed to the popularization of Van Cleef & Arpels. The partners were constantly looking for new decorations that could be added to their offer. This is how the minaudière was invented, which was launched in 1930. It was a kind of richly decorated golden or silver box in which elegant ladies could store, for example, a comb, lipstick, and other necessary items. The idea was reportedly suggested by one of the salon’s customers – Frances Gould, the wife of an American railwayman – who complained to Charles Arpels that she had nowhere to store her cigarettes and other necessities. Her suggestions were heard and the minaudière quickly became a bestseller.
