FAMOUS JEWELLERS

Tiffany's, Cartier, Bulgari, Van Cleef & Arpels... for those of us who are fascinated by the allure of gold and platinum, diamonds and precious gemstones, exquisite design and immaculate presentation, these are the names that dreams are made of.

Jewellers come in all shapes and sizes. There are stall-holders, online sellers, high street chains, bespoke jewellers, high class jewellers, exclusive jewellers, and then there are these four, Tiffany's, Cartier, Bulgari, Van Cleef & Arpels, who stand apart from the rest, because their founders had the vision to look beyond the ordinary, to take risks and overcome setbacks, because they truly believed in what they had set out to achieve. That is why they have become the world's most famous jewellers.

Ironically, there are many less famous jewellers also making fabulous diamond rings, necklaces, earrings and bracelets costing tens or even hundreds of thousands of pounds/euros/dollars for some pieces, not to mention some large flawless solitaires costing more than a million. Obviously these jewellers cater to the tastes of a very affluent, mostly conservative clientèle.  And yet here we have Tiffany's, Cartier, Bulgari and VanCleef & Arpels, all catering to the  middle classes with their designer perfumes, handbags, sunglasses, and all manner of other non-jewellery items. 

So what's in a name? Well, in the case of these four icons of the jewellery world, quite a lot, it would seem. Since the early years of the 19th century, all four have had at least two things in common: consummate taste and an unerring instinct for the importance of brand awareness.

Charles Lewis Tiffany sold all sorts of merchandise in his first New York store, but was astute enough to introduce from the outset fixed, non-negotiable pricing and the famous Tiffany blue packaging. Customers knew what they were getting and they liked it.

Sotirios Boulgaris, the founder of Bulgari, also understood the importance of fashion and brand awareness. Of Greek origin, he was quick to italianise his name to Bulgari, and was acutely aware of the importance of developing a cosmopolitan and international clientèle, whilst firmly maintaining an unmistakably Roman image for his company.

Louis-François Cartier, although firmly established in what was in the mid 19th century the world capital of taste, namely Paris, was keenly aware of the need to move in the highest social circles, paving the way for his successors to diversify internationally and to court not only royalty but also the rich and famous in various walks of life.

A lot of people wonder why it is that a silver ring or bracelet by Cartier, Bulgari or Tiffany's costs more than similar items in 18ct gold made by less famous jewellers. The answer can be summed up in one word: class. Supreme taste, allied to a famous name, has no price. If people want it, they'll buy it. It's as simple as that.

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