Van Cleef and Arpels, the saga of the brand
The history of the brand started officially in 1906, when the couple settled down in the mansion at 22 Place Vendôme. The house is inspired by the bubbling context of the Belle Epoque and quickly imposes its modern and creative style. The claw becomes very popular in the upper echelons of society, where we snatch a particular refined vanity set with precious stones. Mischievous, Alfred calls her "la Minaudière", as a teasing of Estelle and her precious manners. She becomes one of the best sales of Van Cleef and Arpels. The brand then began its expansion by opening branches throughout the French territory.
After the First World War, the daughter of Estelle and Albert Van Cleef took the artistic direction of the group. A woman of character, she is brimming with new and creative ideas to renew collections while retaining the spirit of the brand. Under his direction, the most famous pieces of Van Cleef and Arpels are born: the Cadenas Watch, the Passe-Partout, but especially the Mysterious Set, a unique technique of assembly of jewels with invisible mounts. This process becomes the hallmark of Van Cleef and Arpels.
In 1939, the Arpels family had to go into exile in New York. The saga continues on the other side of the Atlantic with the American launch of a collection of magical inspiration, that seems straight out of a tale. The elite of American society craves for the refinement and elegance of the French jeweler. Among Van Cleef and Arpels fans, exceptional women like Sophia Loren, Jackie Kennedy, Audrey Hepburn or Elizabeth Taylor. At the same time and despite the war raging, the brand continues to innovate and renews itself constantly. For example, the famous necklace "Zip", inspired by the operation of the zipper.
In 1954, Van Cleef and Arpels offers more accessible pieces to a less fortunate clientele. The success of the Alhambra collection, released in 1968, helped to democratize a brand previously reserved for an elite.
In 1976, Van Cleef and Arpels began creating perfumes. It is also strengthening its international presence by gradually setting up branches in each of the five continents.
In 1999, Van Cleef and Arpels was bought by the Richemont Group and placed under the direction of Stanislas de Quercize.
Today, with lines constantly renewed but which have not lost anything of the original spirit of the Van Cleef family, the label of legend proves that we can be centenarian and perfectly in the era of time!
After the First World War, the daughter of Estelle and Albert Van Cleef took the artistic direction of the group. A woman of character, she is brimming with new and creative ideas to renew collections while retaining the spirit of the brand. Under his direction, the most famous pieces of Van Cleef and Arpels are born: the Cadenas Watch, the Passe-Partout, but especially the Mysterious Set, a unique technique of assembly of jewels with invisible mounts. This process becomes the hallmark of Van Cleef and Arpels.
In 1939, the Arpels family had to go into exile in New York. The saga continues on the other side of the Atlantic with the American launch of a collection of magical inspiration, that seems straight out of a tale. The elite of American society craves for the refinement and elegance of the French jeweler. Among Van Cleef and Arpels fans, exceptional women like Sophia Loren, Jackie Kennedy, Audrey Hepburn or Elizabeth Taylor. At the same time and despite the war raging, the brand continues to innovate and renews itself constantly. For example, the famous necklace "Zip", inspired by the operation of the zipper.
In 1954, Van Cleef and Arpels offers more accessible pieces to a less fortunate clientele. The success of the Alhambra collection, released in 1968, helped to democratize a brand previously reserved for an elite.
In 1976, Van Cleef and Arpels began creating perfumes. It is also strengthening its international presence by gradually setting up branches in each of the five continents.
In 1999, Van Cleef and Arpels was bought by the Richemont Group and placed under the direction of Stanislas de Quercize.
Today, with lines constantly renewed but which have not lost anything of the original spirit of the Van Cleef family, the label of legend proves that we can be centenarian and perfectly in the era of time!
