Twenty years ago, Boucheron opened its doors in Dubai’s Mall of the Emirates, bringing the spirit of Place Vendôme to the desert. Since then, the Maison has grown quietly but deliberately across the region. This month, Boucheron commemorates two decades in the Emirates with a significant move. The French high jewelry house has announced a new joint venture with Al Tayer Group, a long-standing regional partner and one of the most respected names in luxury retail. The partnership marks a shift in structure, but more importantly, it reflects a deeper investment in the region’s future and the clients who have long been central to Boucheron’s story.
A HISTORY WRITTEN IN STONE, AND GOLD, AND DIAMONDS
Before Boucheron planted roots in the Emirates, it was already a destination. Emirati clients familiar with the language of legacy and luxury were flying to Paris long before the Mall of the Emirates boutique debuted in 2005. Their patronage was deeply considered. And in many ways, it helped shape the Maison’s understanding of the regional palate.
From that first boutique, Boucheron’s local footprint expanded with stores opening in Galleria Mall in Abu Dhabi in 2013 and The Dubai Mall in 2017. But more than square footage, the expansion mirrored something less tangible and more profound—the region’s relationship with jewelry as identity, memory, and personal code. In this context, Boucheron’s whimsical yet technically masterful pieces resonated far beyond aesthetics.
For Boucheron, partnering with a group known for cultivating and scaling top-tier luxury brands signals more than just regional ambition. It signals trust. Mutual respect. And an intent to shape the next decade of high jewelry through shared stewardship.
As Hélène Poulit-Duquesne, CEO of Boucheron, put it, “The United Arab Emirates holds a special place in Boucheron’s heart.” That’s not a line crafted for press—it’s an acknowledgment of the role Emirati clients have played in shaping the Maison’s journey. And this venture, she notes, is about “strengthening relationships, enhancing the Boucheron experience, and writing a new chapter of shared success.”
Khalid Al Tayer, Managing Director and CEO of Ounass and Al Tayer Insignia, echoed that sentiment, noting that the collaboration is “a meeting of shared values” and a step toward shaping “the future of luxury retail through innovation, trust, and enduring partnership.”
This partnership aims to do what Boucheron does best: elevate. That means a richer product mix across Fine and High Jewelry, more immersive client experiences, and continued reverence for artistry at every level.
Today, Boucheron has over 90 boutiques worldwide. But the UAE remains one of its most emotionally significant markets, not just commercially but creatively. This new venture isn’t about expansion for expansion’s sake. It’s about honoring a relationship that has grown over two decades and inviting the next generation of collectors, connoisseurs, and dreamers into the fold.
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