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- Title
Defeating the Bling.
- Authors
Perrin, Emmanuel
- Abstract
The article presents the House of Van Cleef & Arpels and how it has faced the changing nature of jewelry customers. It is stated that the House has remained at the forefront of the luxury jewelry market amidst the demand for bling, the hip-hop music fashion statement characterized by the indulgence in oversized diamonds. The author details how the House has resisted bling by focusing on its strengths as a company, such as searching for the highest quality gemstones, and by strengthening its relationship with its clientele by updating and evolving its signature collections.
- Subjects
VAN Cleef &; Arpels SA; JEWELRY; HIP-hop jewelry; CUSTOMER relations; PRODUCT quality; JEWELRY industry
- Publication
Gems & Gemology, 2006, Vol 42, Issue 3, p49
- ISSN
0016-626X
- Publication type
Article