What is the significance of a jewelry brand as storied as Van Cleef & Arpels opening a boutique in Las Vegas, a town with plenty of stories of its own?
“Van Cleef & Arpels is a 103-year-old French jeweler, born on the famed Place Vendôme in Paris,” says Rick Moore, director of the Van Cleef & Arpels Boutique in the Venetian/Palazzo. “Historically, we have opened our doors in the chicest and most important cities around the world. As Las Vegas is such an incredible international destination, it was important for us to be located here, where many clients and admirers of the brand visit time and again.”
So Van Cleef & Arpels gave the people what they wanted, a boutique in one of Las Vegas’s most famed properties with an ambience perfect for a prestigious brand borne of the 19th-century Paris romance between Estelle Arpels and Alfred Van Cleef.
The concept of the Van Cleef & Arpels Boutique “is about as far as you can get from the typical scenario of salespeople standing behind display cases,” says Moore. The design speaks to refinement but has the soothing atmosphere of a fabulous Parisian apartment.
Visitors to the boutique are invited to sit on sofas or in private VIP areas and enjoy a cool Perrier or a glass of chilled champagne. Moore comments, “We welcome you as if you are entering someone’s home. Our goal is an artistic, creative experience, unlike any in Las Vegas.”
Opened less than two years ago, the boutique has become a gathering place for appreciators and aficionados of Van Cleef & Arpels. “Many of our customers know the jewelry as well as I do,” says Moore, who adds, “and they appreciate the way our boutique helps focus them on building their collections and adding special pieces during a respite from their everyday life.”
They also value that the boutique allows its shoppers unprecedented access. “In keeping with the spirit of Las Vegas,” says Moore, “our particular boutique is open until 11 p.m. This allows clients to enjoy Van Cleef & Arpels at the pace of the vibrant city, which can be both spontaneous and luxuriously leisurely.”
Business is brisk at the boutique, which Moore attributes partly to remarkable Van Cleef & Arpels brand recognition and also to current trends in jewelry purchases. That is, buyers looking for artistic and classic styles that are not about trends but longevity and timelessness.
“To people in the know,” says Moore, “we are the brand that holds its value, largely because the emphasis is on design as well as quality. We use only the top two percent of diamonds in the world. In short,” he concludes, “with Van Cleef & Arpels, you really are talking about the best of the best in jewelry.”
FOR INFORMATION please call 877-VAN-CLEEF or visit www.vancleef-arpels.com