CHAUMET Launches Flagship Store on Tmall Luxury Pavilion

CHAUMET, the world-renowned Parisian jewellery Maison, announces its official entry into Tmall Luxury Pavilion. Featuring a selection of jewellery masterpieces from all the emblematic collections of the Maison, the official CHAUMET Tmall flagship store will open its doors on 16th January, 2024. To celebrate this important moment, CHAUMET unveils a brand-new Bee My Love rose gold pendant setting with pink sapphires, which will make its exclusive global debut at the new online boutique.

Since entering the Chinese market from 2007, CHAUMET has continued to narrate the legend of elegance originated at the 12 Place Vendôme and has extended the recognizable CHAUMET blue to 17 cities across the nation, integrating it into the contemporary, cloud-connected world. The opening of CHAUMET Tmall Flagship Store marks a significant milestone for the brand to accelerate its growth in the Chinese market. Charles Leung, CEO of CHAUMET, said “The opening of CHAUMET Tmall Flagship Store marks a further step we’ve decided to take to complete the Maison’s EC ecosystem, related to our digital operations strategy. Tmall Luxury Pavilion provides us the ideal environment to match our prestigious brand image. We believe this partnership will provide a more enriching and premium online shopping experience and further catering to the high-quality expectations of Chinese customers, especially the young generation.”

Bo Liu, President of Tmall said, "CHAUMET enjoys a high reputation in the Chinese market, and we are very pleased that CHAUMET has opened its official flagship store on Tmall, selecting Tmall as the first e-commerce platform for collaboration. China's luxury consumption continues to attract global attention, and the influence of online digitalization upon high-end consumption is growing stronger. Therefore, the promising partnership between CHAUMET and Tmall Luxury Pavilion holds great significance. We are confident that the collaboration will definitely offer consumers a more exciting and surprising jewellery consumption experience."

Janet Wang, head of Tmall Luxury Pavilion, further expressed, "We sincerely welcome CHAUMET to join Tmall Luxury Pavilion. Chinese consumers are highly digitalized. According to the platform’s data insights, the online interaction between users and brands in the Tmall Luxury Pavilion is getting deepening continually. In recent years, this consumer group have become more and more focused on the emotional value of consumption, while developed a strong interest and demand for luxury jewellery. No doubt Tmall Luxury Pavilion's unique fine digital operation capability will help brands seize key development opportunities in the digital era.”

The Bee My Love rose gold pendant with pink sapphires belongs to one of the three emblematic jewellery collections of CHAUMET. This collection vividly portrays the naturalistic DNA rooted in the Maison and showcases CHAUMET's expertise in symbolic art while endowing the bee, a symbol of imperial power and a lucky totem in Napoléon's era, with a poetic reinterpretation. The exclusive Bee My Love pendant embellishes 12 brilliant-cut pink sapphires randomly setting on its precisely mirror-polished gold pendant that not only perfectly captures and reflects light, but also creates an extremely romantic pink tone, making the pendant a perfect gift for owners themselves as well as their family and friends during the Spring Festival and Valentine's Day. At the same time, the CHAUMET Bee My Love rose gold pendant with pink sapphires continues the simple hexagonal geometric shape that runs through the entire collection, providing wearers with a variety of matching inspirations. It can easily be stacked or mixed and matched with other pieces from the same collection, which fully showcase the unique charm of the bee-themed jewellery.

As the first flagship store on a third-party platform, CHAUMET has partnered with Tmall Luxury Pavilion, as well as joined Tmall Annual Member Day during grand opening period, aiming to bring consumers a more convenient and diverse digital shopping experience. In addition to exploring and purchasing pieces from Maison CHAUMET while immersed in the brand culture, consumers can also join the CHAUMET Tmall flagship store as members to unlock exclusive member benefits and privileges. Member users can receive additional membership gifts upon their first purchase and then can enjoy customized jewellery pouch after reaching a cumulative consumption of more than RMB 150,000. In addition, member users can also enjoy diversified member exclusive shopping experiences such as upgraded interest-free payment by installments, exclusive wallpaper, free personalized engraving customization for more jewellery, and one-on-one customer service, etc.